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.
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A small, uncontrolled community intervention found implementation of summer farmers' markets with vouchers and direct youth participation and education led to positive attitudes toward such markets as a learning opportunity and exposure to fresh foods for children.
“A small, uncontrolled community intervention found that implementation of summer farmers’ markets that included vouchers to community members and direct youth participation and education led to positive attitudes toward such markets as both a learning opportunity and exposure to fresh foods for children.321”
From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [321]
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Bowen, D. J., & Zawacki, S. A. (2014) · Springer eBooks · doi:10.1007/978-3-319-06103-0_11
Nadeau, É., & Olivier, A. (2023) · Revue Organisations & territoires · doi:10.1522/revueot.v32n1.1552
Sulley, S., Wilson, A., Juturu, V., Aroche, A., McDaniel, D., & Frazier, D. (2025) · Discover Public Health · doi:10.1186/s12982-025-00810-4
“Similar to findings from Freedman et al., that found a multi-component farmers’ market intervention, our findings highlight the importance of community-based health advocacy [43].”
Exploring the Role of Boston's Community Health Centers in Improving Healthy Food Access
Feierabend, K. E. (2012)
- Authors
- Freedman, D. A., Bell, B. A., & Collins, L. V.
- Affiliations
- University of South Carolina (US)
- Vanderbilt University (US)
- Corresponding author
- Freedman, Darcy A.
- Venue
- The Journal of Primary Prevention
- Published
- 2011-07-30
- Volume
- 32
- Issue
- 3-4
- Pages
- 213-224
- ISSN
- 0278-095X (ISSN-L)
- 1573-6547
- OpenAlex
- W2020451297
- Cited by
- 61
- References
- 35
- Citations by year
- 2025: 4 · 2024: 1 · 2023: 2 · 2022: 3 · 2021: 1 · 2020: 6 · 2019: 6 · 2018: 5 · 2017: 3 · 2016: 6 · 2015: 5 · 2014: 7 · 2013: 7 · 2012: 4
- FWCI
- 11.28
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- www.springer.com/tdm (tdm)
- Locations
- The Journal of Primary Prevention (publishedVersion)
- PubMed (publishedVersion)
- Topics
- Health Sciences › Health Professions › General Health Professions › Food Security and Health in Diverse Populations
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Urban Agriculture and Sustainability
- Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
- Keywords
- farmers' markets, food deserts, low-income minority communities, urban communities, food vouchers, environmental interventions, dietary behavior, intervention feasibility
- MeSH terms
- Adult, Agriculture, Analysis of Variance, Black or African American, Feasibility Studies, Female, Food Supply, Fruit, Health Education, Health Promotion, Health Surveys, Humans, Health Knowledge, Attitudes, Practice, Male, Nutritional Status, Obesity, Poverty, Primary Prevention, Social Identification, Socioeconomic Factors, Tennessee, United States, Vegetables, Program Evaluation, Program Development, Organizational Case Studies
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