Barriers and bridges: contributions of mobile farmers markets to fresh food access for low-income and minority consumers

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ABSTRACT Farmers markets and public health organisations aim to improve access to fresh produce for low-income consumers. While recent efforts to expand the use of food assistance benefits at farmers markets support this goal, persistent barriers related to transportation, convenience, price, exclusivity, and administrative burden still limit low-income participation at these venues. Mobile farmers markets, which bring produce directly to the customer, aim to address these barriers. But research on the effectiveness of mobile markets, especially from the customer perspective, is limited. Our project, a partnership with a local non-profit, explores if and how a mobile farmers market in the Rust Belt Midwest reduces barriers to farmers market access for low-income and minority consumers. Our data demonstrates a strong tie between market activities and customer wellbeing. Staff and customer interviews and participant observation show that the mobile market effectively alleviates many entrenched barriers to farmers market access for low-income and minority customers. Like many venues, though, this market also still struggles with the logistics of administering food assistance benefits. Our findings illuminate strategies for improving fresh food access for low-income and minority consumers that are relevant for other programmes and contexts.