Great share Kerrin, and absolutely, there could be all sorts of tie ins throughout the community--- and you could highlight other healthy behaviours (buying sustainable comes to mind, racking up points for the health of the planet). I hadn't heard of Bellycard before, but it would be so brilliant if we could get away from a culture of unhealthy foods being rewards (like on the homepage!).
Thanks so much for sharing this initiative! Technology can be really powerful in helping us understand and what it is we are actually eating, and can be a great for helping incentivise healthy choices.
This model reminded me of a pilot project happening in Barking and Dagenham, a deprived area on the boarders of East London & Essex here in England. The city council has worked to integrate a cashless payment system across all of the school cafeterias that also works as a rewards card. The 'Splash Card'/ 'StreetBase' (http://www.splashcard.info/ & http://www.streetbase.info/streetbase---how-it-works) not only keeps track of what children are eating at school, but it also racks up points for healthy choices. Kids also can rack up points by making positive choices after school--- gaining points for visiting sports facilities or visiting local libraries. It's a really interesting way not only of sharing with parents the choices their children are making, but incentivising children to make good choices for themselves.
Perhaps there is a way to build off of both of these ideas--- linking the incentives around activity and eating--- and expand it beyond just the school gates? What if children and families received community based rewards (or discounts!) for choosing healthier foods or for shopping local or engaging in exercise?
I think that the conversation around urban farming is such an incredibly powerful solution to Gavin's initial questions about how people living within food deserts might become empowered to improve their own communities, and I wanted to share some really great examples of urban growing projects around the world.
Brooklyn Grange Rooftop Farm (http://brooklyngrangefarm.com/) is a really great example of utilising rooftop space and generating a substantial yield.
There are some interesting community projects in Washington DC (http://foodtank.com/news/2014/02/capital-city-farming-10-urban-agriculture-projects-in-washington-dc)
London has an interesting model of linking up all of the food growing projects under a city wide initiative to make London the world's largest food growing city (More info can be found here: http://www.capitalgrowth.org/ and https://www.london.gov.uk/priorities/business-economy/working-in-partnership/london-food-board)
Slow Food's 10,000 Gardens in Africa project is a different kind of example, showing that community growing projects can be powerful ways to connect people without access to fresh food outside of an urban context as well (http://www.slowfood.org.uk/projects/campaigns/10000-gardens-africa/)
As Steve mentioned, schools are a really interesting thing to look at as hubs, both as growing spaces (which provide such vibrant teaching opportunities) but also for distribution--- every child is meant to be in school, could we use that as a way to ensure that every parent has access to the fruit and vegetables they need to ensure their family is healthy?