Low fruit and vegetable (F&V) consumption is associated with higher rates of obesity and chronic disease among low-income individuals. Understanding attitudes towards F&V consumption and addressing policy and environmental changes could help improve diet and reduce disease risk. A survey of North Carolinians receiving government assistance was used to describe benefits, barriers, and facilitators of eating F&V and shopping at farmers’ markets in this population. A total of 341 eligible individuals from 14 counties completed the survey. The most commonly cited barriers to eating F&V were cost (26.4%) and not having time to prepare F&V (7.3%). Facilitators included access to affordable locally grown F&V (13.5%) and knowledge to quickly and easily prepare F&V (13.2%). Among people who did not use farmers’ markets, common barriers to shopping there were not being able to use food assistance program benefits (35.3%) and not knowing of a farmers’ market in their area (28.8%); common facilitators included transportation (24.8%) and having more information about farmers’ market hours (22.9%). In addition to breaking down structural/environmental barriers to farmers’ market usage, there is a need to disseminate promotional information about farmers’ markets, including hours, location, and accepted forms of payment.

Increasing the number of farmers' markets and implementing Electronic Benefit Transfer (EBT) systems for the Supplemental Nutrition Assistance Program (SNAP) at more farmers' markets have been suggested as strategies to overcome food access issues, but little is known about their availability in the rural South. This study examines differences in availability of farmers' markets and SNAP/EBT at markets by county-level rural/urban classification,

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