Journal
NUTRIENTS
Volume 11, Issue 2, Pages -Publisher
MDPI
DOI: 10.3390/nu11020339
Keywords
low-income mothers; focus group; nutrition; Supplemental Nutrition Assistance Program (SNAP); social media; recipe; social marketing; children; feeding behavior; website development
Categories
Funding
- Oregon Supplemental Nutrition Assistance Program-Education (SNAP-Ed) [152303.2]
- SNAP-Ed
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We describe a 5-year (2011-2015) qualitative evaluation to refine the content/delivery of the Food Hero social marketing campaign recipes to low-income mothers. Objectives were to: (1) identify characteristics looked for in recipes; (2) determine recipe sources; (3) understand motivation for seeking new recipes and recipe adaptations; and (4) identify recipe website characteristics users valued. Nine focus groups (n = 55) were conducted in Portland, Oregon. Participants (35-52 years) were primary caregivers for one child, the primary household food shoppers/preparers, enrolled in the Supplemental Nutrition Assistance Program (SNAP) and able to speak/read English. Participants reported having go-to family recipes and regularly searching online for new recipes, especially those using ingredients available/preferred by family members. Recipe websites with highest appeal were polished and engaging to mothers/children, offered user-ratings/comments and were reachable from search engines. Results identified key recommendations: (1) understand the target audience; (2) aim to add healthy/customizable recipes to family go-to' recipe rotations and understand the impact of generational influences (e.g. how mothers/grandmothers cooked) on family meals; and (3) create websites that meet target audience criteria. Seeking the target audience's input about the content/delivery of recipes is an important formative step for obesity-prevention projects that include healthy recipes.
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