Increase in Farmers' Markets Catering to Low-Income Communities, So Where Are Low-Income Shoppers?

Over the past decade farmers’ markets have increased in number by more than 150 percent, with many of these new markets sprouting up in low-income areas. Originally, the focus was on increasing access to fresh food in communities in need, but now that food deserts are being diminished, the focus has shifted. More and more farmers’ markets across the nation have begun accepting nutrition assistance programs—such as SNAP and WIC—but the number of nutrition assistance program recipients has yet to increase. The food access is there, so where are the shoppers?

A new report released by the Project for Public Spaces sets out to answer just that. The report, “Farmers Markets as Strategies to Improve Access to Healthy Food for Low-Income Families and Communities”, points to lack of information as the key contributing factor to the small number of low-income shoppers.

Researchers found that letting residents know when and where the farmers’ markets operate is imperative, for a high percentage of those surveyed who don’t shop at farmers’ markets cited lack of scheduling information as a main reason they opt for the grocery store. On top of that, many residents are unaware that markets accept nutrition assistance programs as payment.

Such a predicament is one that should be of particular interest to Wholesome Wave enthusiasts. So, what can be done about this, you ask? Researchers at the Project for Public Spaces suggest farmers’ markets in low-income areas partner with organizations that share the market’s goals. This can produce better outreach efforts so the crucial information about these markets can reach more people. This is where Wholesome Wave can play a major role. The organization has already partnered with many markets and has implemented a number of programs to promote interest and affordability. The next step is simply promotional.