Characterizing Customers at Medical Center Farmers’ Markets

Abstract

Approximately 100 farmers’ markets operate on medical center campuses. Although these venues can uniquely serve community health needs, little is known about customer characteristics and outreach efforts. Intercept survey of markets and market customers between August 2010-October 2011 at three medical centers in different geographic regions of the US: Duke University Medical Center, Cleveland Clinic, and Penn State Hershey Medical Center were conducted. Markets reported serving 180–2000 customers per week and conducting preventive medicine education sessions and community health programs. Customers (n=585) across markets were similar in sociodemographic characteristics – most were middle-aged, white, and female, who were employees of their respective medical center. Health behaviors of customers were similar to national data. The surveyed medical center farmers’ markets currently serve mostly employees; however, markets have significant potential for community outreach efforts in preventive medicine. If farmers’ markets can broaden their reach to more diverse populations, they may play an important role in contributing to community health.

Barriers to sustaining customer participation in hospital-based farmers’ markets: insights from employees

“…Our finding that 49% (340/700) of PSHMC employees reported as frequent market attendants is comparable to percentages previously reported at Duke Hospital (40%) and The Cleveland Clinic (55%). [8] With regard to barriers, results from this survey of hospital employees were consistent with previous surveys conducted on barriers to market participation among community-dwelling subjects. [9][10][11] Location and access to the market, and perceived expense of produce were considered major barriers to participation, while support of local agriculture, perceived health benefits, community atmosphere and affordability were perceived as primary benefits.…”

“…As hospital employees represent the majority of customers at existing hospital-based markets, [7,8] their regular patronage may be especially significant to the success of worksite markets. While existing studies have examined perceived benefits and barriers to markets amongst community-based shoppers, [9][10][11] no known studies have evaluated factors that influence hospital employee use of an on-site market.…”

Assessing Healthy Effects between Local Level Farmer’s Markets and Community-Supported Agriculture and Physical Well-Being at the State Level

“…Much of the research in examining the social, environmental, and health effects looks at qualitative, ethnographic, or case studies using single or small samples of local FMs and/or CSAs to regional data. Validity assumptions are then made through correlation analysis that there is a relation between the effects and well-being [22][23][24]. Ethnographies and case studies in the nascent area of study in this field provide great depth and help to shape the need for different types of research and analysis within and across the local food movement and its impacts at the local, state, regional, and even national levels.…”

Most Preferred Market Venues for Locally Grown Fresh Produce among Online Shoppers

“…Most of the previous research studies directed their attention towards famers' market consumers. Examples of such studies include Conner et al (2010), Ruelas et al (2012), Abello et al (2012), Gumirakiza et al (2014), Zepeda et al (2012), Freedman et al (2014), Racine et al (2013), and Kraschnewski et al (2014). Other studies like Curtis et al (2015), Meyer (2012), Conner et al (2010), and Woods and Troppy (2015) focused on CSA programs.…”