Barriers to Shopping at the Farmers' Market

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A study was performed on urban, WIC-enrolled women to see what their perceived influences were to shopping at local farmers markets. In 1992, the WIC Farmers’ Market Nutrition Programs (FMNP) was created to provide local fruits and vegetables to WIC enrolled women, as well as raise awareness of local famers’ markets. Unfortunately, the redemption rate of these FMNP vouchers are not optimal (63%) so research has been conducted to see the barriers to shopping at farmers markets.

In the study being reviewed, the first barrier to shopping at farmers market were transportation issues. With many individuals not having a car, it can be a problem getting to the farmers’ market, especially if it is far away. Because there is a higher rate of supermarkets versus farmers’ markets, it is more likely that these individuals were closer and more conveniently located to a supermarket. Another barrier was that many of the women did not know where the farmers’ markets were at, especially if the markets move to a new venue weekly/monthly. Other barriers dealing directly with the farmers’ markets were limited hours that they were open and the quality of the fruits and vegetables at the markets. Many of the individuals were used to the clean, well displayed food at the supermarket, so the looks of possibly dirty, bruised items at the farmers’ market could definitely be a barrier to some individuals who might not think it is sanitary or safe.

Although this study was conducted on WIC-enrolled women, many points can be reflective of general populations. Location and hours of farmers’ markets could definitely be a set-back to many individuals considering work schedules. Better advertisement of farmers’ markets in communities could help individuals be more aware of when and where their local markets are.

 

KH

 
 

Di Noia, J., Monica, D., Cullen, K. W., & Thompson, D. (2017). Perceived Influences on Farmers’ Market Use among Urban, WIC-enrolled Women. American Journal Of Health Behavior, 41(5), 618-629. doi:10.5993/AJHB.41.5.11

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