In the midst of the booming gourmet food truck movement, mobile eateries have been fighting for curb space and proper branding and identity for some odd years now. While most trucks have a business plan that draws them to major cities and street corners with major foot traffic, the MoGro truck has taken an entirely different plan of action: parking in the middle of nowhere.
Not exactly the middle of nowhere, more precisely, "food deserts". A food desert is a term that can be attributed to any area where food is too expensive, unhealthy or simply non-existent. The government has even setup a food desert locator as part of the First Lady's Let's Move! and Healthy Food Financing Initiative.
The initial MoGro Truck went saw its soft launch on April 18th, arriving at Santo Domingo Pueblo, New Mexico. Nearly 100 customers were privy to the trucks healthy, fresh and affordable food during the debut run.
The hope is if you don't have access to fresh and healthy food options, it can truck on over to you. Good idea?