Abstract
A number of farmers markets have begun to offer matching incentive programs as a way to increase access to fresh foods for low-income families and increase sales among vendors. However, research evaluating the implementation of these programs is limited. This study employed a qualitative approach, interviewing vendors (n=19) selling at four farmers markets in Maryland to understand the barriers and facilitators to implementing the Maryland Market Money program. Overall, vendors reported positive attitudes toward the incentive program. Interviewed vendors identified key facilitators such as ease of implementation and positive social and economic impact of the program for participants and themselves. Vendors also discussed barriers, which included a lack of understanding among customers about how the program operated, poor program promotion, and lack of educational materials. Some vendors described negative experiences with customers and expressed stigmatizing views toward customers. Given that vendors are key stakeholders in program implementation, as incentive programs continue to expand, it is important to take into account their views and concerns to create successful programs. See the press release for this article.
Highlights
The number of farmers markets (FMs) operating in the U.S has grown dramatically in recent decades, with almost 8,700 operating markets in 2017 as compared to only 1,755 in 1994 (U.S Department of Agriculture [USDA] Agriculture Marketing Service, 2017)
In 2017, there were a total of 156 FMs across the state, ranging in size and days and hours in operation, with 24 markets participating in the Maryland Market Money (MMM) program (Maryland Farmers Market Association, 2017)
A total of US$333,961 in federal nutrition benefits and matching dollars were spent with 237 vendors (Maryland Farmers Market Association, 2017)
Summary
Research suggests that FMs result in social and economic benefits for both buyers and sellers by promoting a sense of community, providing fresh and local foods for consumers, and increasing sales and opportunities to develop business for farmers (Brown & Miller, 2008; Hunt, 2007). The ability to use federal nutrition assistance benefits at FMs can further increase healthy food accessibility for low-income households (Hughes, Brown, Miller, & McConnell, 2008; Jilcott Pitts et al, 2014; Olsho et al, 2015; Woodruff et al, 2018). In 2017, over 7,000 authorized FMs accepted Supplemental Nutrition Assistance Program (SNAP) benefits, the largest federal nutrition program in the U.S, with a total of US$22,440,312 in annual FM SNAP redemption (USDA Economic Research Service, 2017). Many FMs accept other benefits, including the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) and the Farmers Market Nutrition Program (FMNP) for WIC participants and seniors
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Agriculture, Food Systems, and Community Development
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
