This article describes a comprehensive process evaluation of an efficacious store-based intervention that increased store customers’ fruit and vegetable consumption. The process evaluation plan was designed at study inception and implemented at baseline, during the intervention, and at immediate postintervention. Four Latino food stores were randomly assigned either to an intervention or to a control condition. Data were collected from store managers, employees, and 139 Latino customers. Researchers used manager, employee, and customer interviews; weekly observations of the store environment; and implementation logs to assess reach, dose delivered, dose received, and fidelity. Results indicated that it is possible to reach customers in a store-based intervention. Indicators of dose delivered demonstrated that the intervention was implemented as planned, and in the case of employee training, it exceeded the plan. Dose received data indicated that customers moderately engaged with the intervention activities. Together these suggest that the intervention was delivered with good fidelity. Comprehensive process evaluation efforts can facilitate the identification and elimination of barriers to implementation. This approach can serve as a model for future store-based interventions. The study demonstrated that it is feasible to implement Latino food store–based interventions to increase access to and consumption of fruits and vegetables. © 2014 Society for Public Health Education.

Process evaluation Latino health store-based interventions Behavior change

health promotion Vegetables fruit vegetable human North Carolina Food Supply diet marketing ethnology procedures Hispanic Americans catering service interview United States Young Adult Humans Hispanic Adolescent Interviews as Topic male female supply and distribution standards program evaluation adult