The Veggie Project: A Case Study of a Multi-component Farmers’ Market Intervention

Abstract

This case study provides an in-depth examination of process and feasibility factors associated with the development of a multi-component environmental intervention designed to increase access to fresh fruits and vegetables in four low-income, minority, urban communities with few healthy food retail outlets. The intervention, the Veggie Project, included three components: (a) onsite farmers' markets, (b) a Super Shopper voucher program, and (c) a Youth Leader Board. We analyzed receipts from sales transactions at the farmers' markets, close-ended surveys with participants, in-depth interviews with project stakeholders, and journal entries completed by youth participants. Thirty-four farmers' markets occurred, resulting in 1,101 sales transactions. Financial vouchers were used to purchased 63% of the produce. All of the youth Super Shoppers came to the market at least once and made significantly more purchase transactions than adults. The farmers' markets were never accessed by 38% of the adult Super Shoppers. The Veggie Project increased access to healthy foods, particularly among youth. More research is warranted to examine the relationship between market use and dietary behaviors as well as other factors (i.e., besides physical and economic) influencing food access among adults.

Community-Based Participatory Research to Promote Healthy Diet and Nutrition and Prevent and Control Obesity Among African-Americans: a Literature Review

“…Freedman et al (22) conducted an uncontrolled study of a multi-component environmental (farmer's market, Super Shopper voucher program, and Youth Leader Board) intervention designed to increase access to fresh fruits and vegetables. The participants were predominantly low-income, urban, African American youth (n=65, average age 11 years) and parents, guardians, and staff at four Boys and Girls Clubs in Nashville, TN.…”

SNAP-Based Incentive Programs at Farmers' Markets: Adaptation Considerations for Temporary Assistance for Needy Families (TANF) Recipients

“…20 In a voucher incentive study that provided $5 vouchers for up to $20 in free FM produce without any requirement for SNAP benefits spending, 38% of participants redeemed the vouchers. 22 Thus, one possible strategy for increasing reach of FM financial incentive programs could include a combined strategy using 2 incentives: initial vouchers for free FM product, followed by coupons for redemption at subsequent visits.…”

Identifying the Effects of Environmental and Policy Change Interventions on Healthy Eating

“…Although there is currently no evaluation data available for in-store taste demonstration strategies, the use of price discounts has been consistently associated with changing food purchasing in several studies (38, 76, 89). Larger increases in sales of fruits and vegetables were demonstrated among participants given price discounts within the previously described Veggie Project (37). A similar increase in healthy food sales was noted at 6 months and 12 months postintervention among those assigned to receive price discounts in randomized controlled trials (11, 76, 97).…”

“…Successful interventions include increasing the number of farmer’s market days and establishing community gardens (26, 40, 81). The Veggie Project was a multicomponent intervention that brought farmer’s markets to four Boys’ and Girls’ Club sites situated within low-income, minority, urban communities in Nashville, Tennessee (37). The intervention included a discount voucher program to offset the cost of healthy foods for participating families and was associated with a significant increase in fruit and vegetable purchases, as evaluated by a before–after quasi-experimental study (37).…”