Exploring the Role of Community Nutritionists as Entrepreneurs PDF

by Reza Hashemi Exploring the Role of Community Nutritionists as Entrepreneurs: A Case Study Approach 1. Introduction to Community Nutritionists and Entrepreneurship Community nutritionists play a crucial role in promoting health and well-being among individuals...

by Reza Hashemi Exploring the Role of Community Nutritionists as Entrepreneurs: A Case Study Approach 1. Introduction to Community Nutritionists and Entrepreneurship Community nutritionists play a crucial role in promoting health and well-being among individuals, families, and communities. They are employed in diverse environments such as schools, clinics, and hospitals, with a primary emphasis on disease prevention through adequate nutrition. As the importance and acknowledgement of community nutritionists expand, they are presented with the chance to engage in entrepreneurial initiatives and have a significant impact on local community health. This research paper investigates the entrepreneurial approach, values, competencies, and achievements of community nutritionists operating at the community level in the context of these developments. As an RD, I propose two frameworks. Communities, and local neighborhoods as communities, have their own culture, rules, procedures, protocols, and leadership/management structures. The roles of the entrepreneur are of strategic importance since they build trust. This case study used community nutritionists who are working under different professional constraints in the community than in the international context. It is unknown what community nutritionists consider as a business model for a for-profit or non-profit business working at the community level. It is also unknown if the mindset of a community nutritionist at the community-engaged level is different from those not community engaged. Community nutritionists work in settings where there is free nutrition education and free nutrition services in the public sector. They also work outside organizations that are not associated with community nutrition. This is a new, not well-described philosophy or business relationship in the field, as the field is beginning to accept entrepreneurs. Community-based care delivery is booming and 1 addressing the growing need for cost-effective health services, so this study may have broad-based interest. 2. The Intersection of Community Nutrition and Entrepreneurship The field of nutrition has a strong tradition of entrepreneurship at all levels of education. Community nutrition also has a long history of social entrepreneurship given its social justice principles and focus on serving vulnerable populations, particularly in developing programs, grants, and services to further enable access to nutrition services. Community nutritionists are well-skilled to identify and leverage these preferences to create such resonating businesses, social or independent. Almost all sectors of the food and nutrition-related business community could serve as a direct employer of registered dietitians, including agriculture, retail, transportation, processing, manufacturing, service management, campus dining, public relations, wellness, pharmaceuticals, alternative medicine, and restaurants. Entrepreneurship can be viewed through a community nutrition lens as well. Recent calls for more attention and research on how communities identify needs and local assets—and to adapt and blend evidence-based interventions accordingly—have significant skill overlap and intersections with the science and art of entrepreneurship. Social entrepreneurship may also reflect in developing a business that can serve as a public-private intervention to fill a gap or need already identified locally. Work on identifying, understanding, and approaching these touchpoints between entrepreneurship and community-level nutrition education is rare in the published literature. It has been hypothesized that community nutritionists tend to be entrepreneurially minded early in their careers, characterized by innovativeness, a focus on taking calculated risks, and a need for achievement. Survey-based evidence supports that hypothesis, and further research in other populations related to entrepreneurship has confirmed that early interest in entrepreneurship is a predictor of entrepreneurship (both owning and starting businesses) later in life. This paper presents a case study approach to documenting, describing, and sharing a series of successful collaborations between Extension Educators and community nutrition programs in the Midwest over a six-year period. These collaborations led to 17 projects to expand consumer access to locally produced foods sourced, in the cases being presented, directly from or primarily from farmers involved in one of the community-supported agriculture programs. The extension programs involved in these collaborative projects represent a set of roles for the community nutritionists. This presentation will conclude with some of the innovations reported and 2 discussed briefly in the information sheets and ideas that emerged from the success of the collaborations regarding further expanding and operationalizing those great ideas. 3. Qualifications and Skills of Community Nutritionists as Entrepreneurs Community nutritionists looking to create and operate a business venture will need both educational qualifications and experience that support the confidence and ability to succeed as an entrepreneur. The Bachelor of Science degree in Community Nutrition provides solid foundational skills and competencies for the budding entrepreneur in community nutrition and is a brief overview of key qualifications that a community nutritionist pursuing entrepreneurship should have. A Bachelor of Science in Nutrition combined with a professional certification is the entry-level educational requirement, with many states subsequently requiring an RDN credential for career access and advancement. Numerous RDNs entering community nutrition become preceptors of supervised practice programs, which are internships that ensure future RDNs have the skills, knowledge, and resources needed to succeed as an entry-level dietitian and community nutritionist. Community nutrition coursework, specifically skills learned in sports nutrition certification courses while an undergraduate student, provided the ability to adapt complex one-on-one sports science recommendations to weekly, easy-to- understand food and movement programs. Communication is paramount throughout the delivery of medical nutrition therapy delivered within an RDN scope of dietetics and nutrition care process. This is also true of translating the language of nutrition to the public and is where a community nutritionist specializing in health, wellness, diet, and lifestyle takes center stage in the health and wellness niche. Although it is true that solid business management can overcome marketing challenges in the start-up and operation of any business, it is more attractive and provides greater ease of operation to have a strong marketing product. As adventurous entrepreneurs, it worked, and as mature entrepreneurs, it is easier to translate connections in the marketplace—the place where business transactions actually occur—especially after learning about nutrition science and regulations since—as one fellow entrepreneur shared—dietitians are just not comfortable with the regulations and it quiets the competition. Cultural competency, a requirement for registration with the Commission on Dietetic Registration, is vital to the competent entrepreneur. An understanding of family systems and how they influence household food choices underscores the ability to fulfill consumers' needs. Because cultural competency as a strategy drives business success, a continuous 3 professional development focus is recommended to stay current with societal and dietary behaviors that impact food access and health outcomes. 4. Challenges and Opportunities Faced by Community Nutritionists as Entrepreneurs INTRODUCTION Compassionate food systems thinking and opposition to inequality: these qualities underpin the work of many collaborative and unconventional nutritionists, many of whom have been in practice for decades. They are guided by an ethical and moral purpose. In recent decades, some community nutritionists in practice have sought to capitalize on these qualities by establishing businesses that might not easily fit within more conventional models of provision such as private practices. To establish an evidence base about new business forms and new markets, this article reports on findings from qualitative research-in-action individual case studies of community nutritionists as entrepreneurs. 4. CHALLENGES AND OPPORTUNITIES FACED BY COMMUNITY NUTRITIONISTS AS ENTREPRENEURS When creating a new enterprise, entrepreneurs like the nutritionist members of the wellness consortium have to overcome many energy- sucking, confidence-knocking, or administrative and economic time-consuming obstacles including securing start-up finance or breaking even earlier. “Regulatory burden,” “swamped by big operators,” “financial pressure,” and “competition in the space” were constraints expressed by participants. Many expressed challenges linked with what they believed was an “overcrowded” market of health and wellbeing providers including local events, newsletters, and directories which were being swamped with wellness suppliers of all varieties. Adding to these challenges were “lots of unweaves,” poorly branded, poorly qualified, “holistic quacks” who were interested in self-promotion or who were out to make quick money rather than representing what the participant nutritionists believed was the integrity of truly healthy, proactive, and effective practitioners. To secure their niche or place in the market, the participants believed they had to overcome these challenges by investing additional time and income grounded in their belief of what was morally, socially, and economically valuable. Societal changes, tendencies, and reforms may lead to new business prospects for nutritionists to exploit, and these may be of particular interest to ethical practitioners. At a macro level, for example, there are forecasts of a second-half profit decline for the US food and drug industry because of the impending reach of the patent cliff, which sees brand-name pharma having to compete with generics and where speculation is growing about opportunities for vitamins, supplements, and self-medication products. This generates questions about a potential increase in 4 the contracting out of nutrition research to support the sales and marketing efforts of large pharmaceutical, health insurance, supermarkets, and supplement companies. The delivery and management of expanded primary health care services (albeit via extended hours surgeries), the potential role of weight loss programs in new merged welfare-to-work and job placement industries, and new directions in community development all offer other leads. Tellingly, the growth of unique retail boutiques and free courses on canning and freezing as an effective zero-waste lifestyle choice are other examples suggestive of increasing interest in such specialist services. The entrepreneurial community nutritionists also recognized that continued growth of such niche markets is influenced by societal changes which, in turn, are linked with “risks and opportunities for a practitioner working in their niche.” A move towards individualizing social responsibility, for example, “reflects growing opportunities.” 5. Case Studies of Successful Community Nutritionist Entrepreneurs Conducting a creative case study series of successful and empowering community nutrition entrepreneurs allowed us to hear both diverse and similar inspiring narratives from these entrepreneurs. The common thread among them was their unwavering work ethic and gritty determination to see their passions for good food become a reality. Beyond that, each story is unique. Each path was distinct. They arrived at entrepreneurship following different patterns and in different ways, demonstrating the many faces of business owners. The case studies showcase innovative strategies aimed at directly addressing urban and rural public health and nutrition-related problems masked by food insecurity. We present an analysis of these individual cases, offering insight into the inner logic of the entrepreneurs. These entrepreneurs are not the norm, but as their stories unfold at the symbolic level, we show that they are a fulcrum, a focal point for change in their communities, if not the industry. Their original businesses took off despite all odds inside a food system that does not necessarily support community nutritionists as business owners. Part of the support structure was the assistance from community services with discounted rates for rent, invaluable and free marketing support, and a fostering of relationships with local farms for whole food donations. In another multi-tier capacity, there are social investments by municipal governments to help create more year-round employment. Municipal leaders are keen to assist those successful in transforming the food and beverage sector with a significant number of jobs to be commensurate with the economic climate of a booming tourism industry. These case studies illustrate how complex the job of 5 groundbreaking community nutritionists is, and we hope to shed light on who has the best chance of success, regardless of potential pitfalls. In the stories, we are also shown mentoring, capacity building, motivation, and other skills to apply to those studies for which we would actually be interested in the outcomes for the mentee. 6. Innovative Business Models in Community Nutrition Entrepreneurship Innovative Business Models in Community Nutrition Entrepreneurship The modernization of community college nutrition curriculum described how community college nutrition training could place an emphasis on entrepreneurship, a future-facing strategy aligned with the growing trend. The focus of this current article is to explore these alternative community nutrition entrepreneurship business models. One of the beauties of social media and the explosion of technology in the last couple of decades is the ability of individual dietitians and nutrition professionals to scale and reach a wider audience than they could have previously. Community nutritionists have specifically leveraged this to not just engage directly with their community members but to improve the delivery of nutrition services and education in a scalable and adaptable format. As many businesses evolved and adapted to serve during our world’s multiple shelter-in-place events, these for- profit nutrition businesses were well-positioned to continue to serve the community and make a positive impact. Here, we wanted to introduce readers to some of the alternative business models that serve as a unique and creative way for our community nutrition professionals to reach and impact even more community members. There are similar themes seen in the growth and development of these models that may be useful to note for future entrepreneurs: their adaptability, alertness to local community needs, and leverage of technology. Those dynamic business models were designed, in part, due to research and encountering certain information. Data-driven decision-making creates a space for promising interventions and being able to create something that truly finds a need and fills it. The nutrition landscape is shifting. Entrepreneurs, this is your signal to dig deep on creativity and come up with business models not previously thought of in the field of community nutrition. 7. Marketing Strategies for Community Nutritionist Entrepreneurs The marketing section will look specifically at effective marketing strategies for a community nutritionist. Marketing strategies start by knowing who you’re speaking 6 to, or your target audience. If you don’t know whom you are speaking to, your cupcake can look pretty good! Second is the idea that marketing strategies must meet the demands of the community being served. There are a lot of promotional, communication, and networking tactics that nutritionists can employ to meet a variety of consumer segments. Additionally, there are tools available to measure the effectiveness of your marketing strategies. Similar to other entrepreneurs in the nutrition sector, concerns around the effectiveness and appropriateness of certain marketing strategies have been noted. Passion has been identified as an important tool for marketing in the nutrition sector as entrepreneurs can share personal stories, citing themselves as an example of success to encourage others to make dietary changes. However, this strength can also be a weakness if not managed properly, and can lead nutrition professionals to become too close to individual cases and act unprofessionally. Consumers are more likely to have trust in others from their own neighborhood as these trusted individuals know from experience their likely customers will like the product or program. Entrepreneurs need to be transparent and credible and spend time in the community and undertake the community’s usual tasks to last as a service provider in a region over the long term. Marketing techniques build upon and work to reinforce the foundations of credibility and trust built during community integration and penetration. Creating a brand that connects with individual consumers is important, as it facilitates a reduced risk perception (albeit possibly artificially) and a closer identity match. However, joint events and endorsed sponsorships from regional organizations can act as a gateway communication tactic to entice current consumers to investigate the business and potentially become customers, meaning businesses are marketing directly to their target market. Promotions drive sales by providing incentives that are typically only available during the promotional period. Promotions are considered part of the marketing mix but are primarily a sales driver. 8. Sustainability and Scalability in Community Nutrition Entrepreneurship Over recent years, more attention has been given to the concept of sustainability expressed within community nutrition entrepreneurship ventures. A profitable business may initially generate enough income to cover costs; however, such a business would not carry the potential to generate enough income to sustain itself. The importance of seeking a model for sustainability as opposed to a model for self- financing has been emphasized in light of the need community nutritionists have to discover a balance between profit and community benefit. The importance of 7 scalability was acknowledged in that not only does the initiative need to be a sustainable model, but it needs to be developed in a way that accomplishes a sustainable effect. For example, it would be ineffective for participants to limit the impact of their nutrition education classes to ten individuals on a daily basis if their knowledge could in fact reach one hundred individuals. Sustainability is the capacity of the initiative to be maintained or continued over a long period of time. It refers to an existing state or an entity that is maintainable within the present and future. A business model needs to have the capacity of being scalable by ensuring what is large in dimension. The term scalability refers to both the capability of a system to handle growing amounts of work and its potential to be enlarged to accommodate that growth. A pilot project may be executed in collaboration with other organizations between two agendas while the initiative serves as a feasible alternative to accomplishing objectives. Innovative, need-based practices represent a problem-solving approach that has the potential to ensure long-term success. Team leaders of organizations are called upon to function as benefactors in order to adopt certain innovative adaptations necessary in the context of community nutrition entrepreneurship. Practically speaking for community nutritionists, introducing the initiative may involve organizations' willingness to host an event; in other words, an innovative adaptation of the initiative's focus such as a market or festival celebration. Adopting new approaches and ideas may influence the success of a community nutrition entrepreneurship in today's changing environment. New approaches and ideas can allow a community to pioneer interesting alternatives to existing problems. Planning and program development are challenged by the increasing fluctuation of community conditions. It is the drive to adapt to such changes that will encourage entrepreneurs to continue their work. 9. Ethical Considerations in Community Nutrition Entrepreneurship Ethical issues have particular relevance for community nutritionists who are entrepreneurs or are considering entrepreneurship. At the most basic level, nutrition entrepreneurs are responsible for ensuring that their activities and products maintain public health. Beyond that, nutrition entrepreneurs may struggle to balance the need to earn a profit with a commitment to the profession of nutrition, a commitment to their community or customer base, and an overarching concern for public health or community well-being. To support this ethical commitment, nutrition entrepreneurs will need to ensure that their business practices are based on best practices and transparency. Our experiences suggest, 8 however, that these issues can be addressed with critical, ongoing examination of the ethics of the nutrition entrepreneur. An ethical approach to entrepreneurship also incorporates other moral issues. They warn nutrition entrepreneurs to consider the accessibility and affordability of their services and foster a focus on social justice and equity in their approach to nutrition as health. These local nutrition entrepreneurship options strive for local agriculture and sustainable approaches to nutrition and health care. Finally, our dietetic students taking nutrition entrepreneurship courses are urged to consider the ethical island they plan to live on as they make their entrepreneurial choices. Will how they make their entrepreneurial decisions tarnish or enhance not only their choices but the career of competitive nutrition entrepreneurs? We advocate that nutrition entrepreneurs take this commitment seriously and engage in ethical program and policy development reflective of this commitment. What follows are discussions of the kinds of ethical issues a community-based nutrition entrepreneur may face, with examples and analysis. Frameworks for ethical decision-making are included. We believe that ethical entrepreneurship builds trust in the field and community well- being. 10. Future Trends and Directions in Community Nutrition Entrepreneurship This case study explores current community nutrition entrepreneurship and introduces future nutrition entrepreneurship. Given the global interest in health, it is likely that nutrition entrepreneurship will continue to grow with and beyond COVID-19. Emerging and future trends discussed in the case studies may direct shifts in community nutrition on a larger scale. Nutrition remains at the center of community health. Future entrepreneurship in community nutrition has the potential to give community nutrition a professional climate change. Technology and Entrepreneurship in Community Nutrition Increased technological applications can enhance the community nutritionist's scope of practice through digital food journals, telehealth services, and enhanced nutrition education processes. Additionally, big data will provide useful analytics for community nutrition performance as an entrepreneurial strategy. Companion technology applications that enhance the community nutritionist's scope and practice to assess, spur behavior change, and personalize services will also emerge. Lifestyle habits will always influence food intake. Personalized nutrition, opposed to general nutrition information, will continue as a nutrition entrepreneurial trend. 9 Predictions About Nutrition and Entrepreneurship in Community Nutrition 1. Environmental sustainability will be a factor in health and entrepreneurship. 2. Partnerships through multiple stakeholders. 3. Entrepreneurship will shape community nutrition practices. In conclusion, community nutrition plays a significant role in the local nutrition services department. A proactive approach is essential for nutritionists to shape the future of college nutrition, developing strategies to adapt and evolve in response to market changes. The potential for community nutrition is vast and full of opportunities. 10