Associations between farmers’ market shopping behaviours and objectively measured and self-reported fruit and vegetable intake in a diverse sample of farmers’ market shoppers: a cross-sectional study in New York City and rural North Carolina

Abstract

Objective: To examine cross-sectional associations between farmers’ market shopping behaviors and objectively measured and self-reported fruit and vegetable (FV) intake among rural North Carolina (NC) and New York City (NYC) shoppers. Design: Cross-sectional intercept surveys were used to assess self-reported FV intake and three measures of farmers’ market shopping behavior: (1) frequency of purchasing FV, (2) variety of FV purchased, and (3) dollars spent on FV. Skin carotenoids, a non-invasive biomarker for FV intake, were objectively measured using pressure-mediated reflection spectroscopy. Associations between farmers’ market shopping behaviors and FV intake were examined using regression models that controlled for demographic variables (e.g., age, sex, race, smoking status, education, income, and state). Setting: Farmers’ markets (n=17 markets) in rural NC and NYC. Participants: A convenience sample of 645 farmers’ market shoppers. Results: Farmers’ market shoppers in NYC purchased a greater variety of FV and had higher skin carotenoid scores compared to shoppers in rural NC. Among all shoppers, there was a positive, statistically significant association between self-reported frequency of shopping at farmers’ markets and self-reported as well as objectively assessed FV intake. The variety of FV purchased and farmers’ market spending on FV also were positively associated with self-reported FV intake, but not skin carotenoids. Conclusion: Those who shop for FV more frequently at a farmers’ markets, purchase a greater variety of FV, and spend more money on FV have higher self-reported, and in some cases higher objectively measured FV intake. Further research is needed to understand these associations and test causality.

Farmers’ Market Nutrition Program Educational Events Are Broadly Accepted and May Increase Knowledge, Self-Efficacy and Behavioral Intentions

“…Prior studies provide consistent evidence that shopping at a FM at least once in the past year was associated with higher reported fruit [13] or FV intake [14] and greater likelihood of consuming five or more FV daily [15]. Furthermore, more frequent FM shopping was associated with more frequent FV consumption [16] as well as higher reported [17][18][19] and objectively measured [19] FV intake.…”

“…We also found that FM shoppers typically shopped for FV at a FM two or three times a month and spent approximately USD 23 in money or benefits at each time. Prior research suggests that FM shopping and frequency of FM shopping is positively associated with self-reported and objectively assessed FV intake [13][14][15][16][17][18][19]. Regular FM shopping may be a habit that supports FV intake, which is an important aspect of healthy eating.…”

A Produce Prescription Program in Eastern North Carolina Results in Increased Voucher Redemption Rates and Increased Fruit and Vegetable Intake among Participants

“…Both geographic and financial access to farmers' markets are important for participants to procure and consume fresh FV. Shopping at farmers' markets is associated with greater FV intake [25,26] and is an established strategy to promote FV intake. Future research should examine strategies that alleviate both financial and geographic barriers to accessing farmers' markets through produce prescription programs.…”

A Preliminary Evaluation of Virginia Fresh Match: Impacts and Demographic Considerations for Future Fruit and Vegetable Incentive Programs

“…Shopping at farmers markets has been positively associated with fruit and vegetable intake [ 14 ], but cost is a barrier for those experiencing food insecurity [ 15 ]. Virginia Fresh Match (VFM) is a Food Insecurity Nutrition Incentive (FINI) Program—a funded, statewide network of farmers markets and food retail outlets that provides nutrition incentives for fruits and vegetables at the point of purchase to SNAP customers.…”