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The impact of village shops upon rural communities and their contribution
to eating patterns is poorly understood. Furthermore the increasing
trend in closure of village shops could be limiting food choice.
The VOICE project, run by Risk
and Consumer Scientists at the Institute of Food Research (IFR),
will investigate how healthier food choices could be promoted in
village shops.
The project (start date: October 2003) is split into three phases.
During Phase 1, ideas for promoting healthier food choices will
be collated from village shoppers via in-depth interview. Some of
these ideas will be piloted and monitored in at least three village
shops in Phases 2 and 3. The work is envisaged to be transferable
to rural areas throughout the UK.
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