Shopping at Farmers' Markets
 The
Pennsylvania Nutrition Education Network wants to know what difference
the Farmers' Market Nutrition Program (FMNP) is making in the
lives of young families.
The PA Department of Agriculture (PDA), in cooperation
with WIC, implemented FMNP in 1993. The Program's purpose is to
encourage the purchase and consumption of Pennsylvania grown produce,
thereby helping ensure the good health of mothers and children.
Pregnant women and breastfeeding mothers receive $25 in coupons;
children ages 2-4 receive $20 in coupons.
Preliminary PDA data from 2000-01 show that WIC
clients utilize the Program in varying rates across the state.
Bradford, Warren, Somerset, Carbon, and Greene counties lead in
rates of redemption with rates between 78 and 82 per cent. Montgomery,
Cameron and Potter counties trail the rest of the state with rates
of 38 - 40 per cent. Statewide redemption rates averaged 60 per
cent.
According to coordinator Dorrie Lisle, the Network's
study to date has consisted of focus groups in Dauphin, Fayette
and Allegheny counties, and written surveys in eight counties.
The findings include:
· Most
(75%) of WIC participants visited a farmers' market to use
their coupons. For about half, this was their very first experience
shopping in such a setting.
· For the
overwhelming majority, the experience of shopping at a market
was positive. It was fun.
· Most
reported the food tasted better and that their families ate
more fruits and vegetables - including some that they hadn't
eaten before - as a result.
Why the discrepancy between the reported redemption
rate (60 percent) and the Network's 75 percent utilization rate?
Lisle stated that some WIC participants use a portion of the coupons
on their first shopping trip but then fail to return to the market
use the balance. This drives down the redemption rate. Among the
reasons for not returning for a second visit are (1) limited market
hours; (2) transportation difficulties, particularly in urban
areas where markets are not located along bus lines; (3) family
factors, such as the birth of a new baby; and (d) simple forgetfulness.
Lisle speaks passionately about the positive potential
of the FMNP. "Thousands of young families just starting out
are part of WIC. This is the time in their lives when they form
their eating and food preparation patterns. These initial experiences
of a farmers' market - if positive - will keep bringing them back
to buy fresh produce for years to come. More than just a program
for low-income families, FMNP nurtures a commitment to healthy
eating that cuts across all income lines. It's a necessary part
of fighting obesity and reducing chronic disease."
The Network plans to continue its assessment effort
in the year ahead.
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