Farmers' market use is associated with fruit and vegetable consumption in diverse southern rural communities

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  • Jilcott Pitts, Stephanie B
    • Other Affiliation: Department of Public Health, Brody School of Medicine, East Carolina University, 600 Moye Blvd., Mailstop 660, Lakeside Annex Modular Unit 8, Room 126, Greenville, NC 27834, USA
  • Gustafson, Alison
    • Other Affiliation: Department of Nutrition and Food Science, University of Kentucky, Lexington, KY 40506, USA
  • Wu, Qiang
    • Other Affiliation: Department of Biostatistics, 2435D Health Sciences Building, East Carolina University, Greenville, NC 27834, USA
  • Mayo, Mariel
    • Other Affiliation: At the time the manuscript was written: Department of Public Health, East Carolina University, Brody School of Medicine, 1709 West Sixth St, Greenville, NC 27834, USA
  • Ward, Rachel K
    • Other Affiliation: Department of Community Health, East Tennessee State University, Johnson City, TN, USA
  • McGuirt, Jared T.
    • Affiliation: UNC Center for Health Promotion and Disease Prevention
  • Rafferty, Ann P
    • Other Affiliation: Department of Public Health, Brody School of Medicine, East Carolina University, 600 Moye Blvd., Mailstop 660, Lakeside Annex Modular Unit 8, Greenville, NC 27834, USA
  • Lancaster, Mandee F
    • Other Affiliation: Center for Survey Research, East Carolina University, Greenville, NC 27834, USA; Director, Center for Survey Research, Office of Innovation and Economic Development, East Carolina University, Greenville, NC 27834, USA
  • Evenson, Kelly
    • Affiliation: Gillings School of Global Public Health, Department of Epidemiology
  • Keyserling, Thomas
    • Affiliation: School of Medicine, Department of Medicine
  • Ammerman, Alice
    • Affiliation: Gillings School of Global Public Health, Department of Nutrition
Abstract
  • Abstract Background: While farmers’ markets are a potential strategy to increase access to fruits and vegetables in rural areas, more information is needed regarding use of farmers’ markets among rural residents. Thus, this study’s purpose was to examine (1) socio-demographic characteristics of participants; (2) barriers and facilitators to farmers’ market shopping in southern rural communities; and (3) associations between farmers’ market use with fruit and vegetable consumption and body mass index (BMI). Methods: Cross-sectional surveys were conducted with a purposive sample of farmers’ market customers and a representative sample of primary household food shoppers in eastern North Carolina (NC) and the Appalachian region of Kentucky (KY). Customers were interviewed using an intercept survey instrument at farmers’ markets. Representative samples of primary food shoppers were identified via random digit dial (RDD) cellular phone and landline methods in counties that had at least one farmers’ market. All questionnaires assessed socio-demographic characteristics, food shopping patterns, barriers to and facilitators of farmers’ market shopping, fruit and vegetable consumption and self-reported height and weight. The main outcome measures were fruit and vegetable consumption and BMI. Descriptive statistics were used to examine socio-demographic characteristics, food shopping patterns, and barriers and facilitators to farmers’ market shopping. Linear regression analyses were used to examine associations between farmers’ market use with fruit and vegetable consumption and BMI, controlling for age, race, education, and gender. Results: Among farmers’ market customers, 44% and 55% (NC and KY customers, respectively) reported shopping at a farmers’ market at least weekly, compared to 16% and 18% of NC and KY RDD respondents. Frequently reported barriers to farmers’ market shopping were market days and hours, “only come when I need something”, extreme weather, and market location. Among the KY farmers’ market customers and NC and KY RDD respondents, fruit and vegetable consumption was positively associated with use of farmers’ markets. There were no associations between use of farmers’ markets and BMI. Conclusions: Fruit and vegetable consumption was associated with farmers’ market shopping. Thus, farmers’ markets may be a viable method to increase population-level produce consumption.
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Resource type
  • Article
Rights statement
  • In Copyright
Rights holder
  • Stephanie B Jilcott Pitts et al.; licensee BioMed Central Ltd.
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Journal title
  • Nutrition Journal
Journal volume
  • 13
Journal issue
  • 1
Page start
  • 1
Language
  • English
Is the article or chapter peer-reviewed?
  • Yes
ISSN
  • 1475-2891
Bibliographic citation
  • Nutrition Journal. 2014 Jan 09;13(1):1
Publisher
  • BioMed Central Ltd
Access right
  • Open Access
Date uploaded
  • January 25, 2014

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