its-my-market-too-farmers-market-research-2017

“It’s My Market, Too!” Impact of Farmers Market Promotion Strategies for Hartford Residents Enrolled in SNAP Marcia Hughes, PhD., Mary Cockram, MPS, Martha Page, MPH This brief reports on results from an outcome study conducted by the Center for Social Research, University of Hartford that evaluated efforts to increase awareness of SNAP benefits (formerly food stamps) and the doubling of SNAP value (as incentive) at four of Hartford’s neighborhood farmers markets among eligible Hartford residents Purpose and Background Hartford is Connecticut’s capital city and home to several Fortune 500 companies, and yet 35% of the city’s 125,000 residents live below the poverty line and approximately 40% of residents receive SNAP (Supplemental Nutrition Assistance Program) benefits (formerly food stamps).1 Hartford is also ranked the worst of Connecticut’s 169 towns in population at risk of food insecurity.2 As one means for increasing access to healthy, locally-grown food, four of Hartford’s farmers markets accept SNAP, including Billings Forge, Homestead, the North End, and the West End markets In addition, all four markets participate in the Double Value Coupon Program (DVCP), a national non-profit program that provides customers with an incentive to spend their SNAP dollars at farmers markets by doubling the value of SNAP they spend on produce The markets vary greatly in size and are all managed by different organizations Below are market descriptions including schedules, number of shoppers and vendors, and launching of SNAP Participating Farmers Markets Billings Forge (Frog Hollow Neighborhood): Open year-round; Thurs 11-2, 300-600 shoppers per week in the summer; 20 regular vendors; run by Billings Forge Community Works nonprofit organization with corporate funding support; launched in 2008, doubled SNAP since 2009 Homestead: Open late June-Oct; Weds 3-6; 75100 shoppers per week; 5 vendors; run by Chrysalis Center; launched DVCP in 2013 to complement its fresh food pantry North End: Open late June-Oct; Weds 10-1; 300+ shoppers per week; 6-8 vendors; run by Hartford Food System at a senior center; launched and accepted SNAP since 2008, offered DVCP since 2011 West End: Open June-Oct; 400 shoppers per week; 15-18 vendors; volunteer-run by West End Civic Association; launched DVCP in 2014 Baseline data on awareness of SNAP benefits and DVCP incentive at farmers markets were collected in early fall 2013 by the Center for Social Research at the University of Hartford as part of a USDA Farmers Market Promotion Findings comparing 2017 survey responses with 2013 suggest that promotional efforts not only increased awareness of SNAP benefits at farmers markets, but also changed shopping behavior among SNAP recipients in Hartford neighborhoods Program (FMPP) grant executed by the Hartford Food System (2013-2015) Information gathered from household surveys administered within a mile radius of each of the four neighborhoods (SNAP and non-SNAP recipients) found that less than half of all respondents who had familiarity with their local farmers markets were aware that the market accepted SNAP and less than one-fifth of all respondents were aware of the double SNAP incentive.3 As a result, in 2015 Billings Forge Community Works secured a three-year Farmers Market SNAP Support Grant (FMSSG) to aggressively promote the markets’ acceptance of SNAP and DVCP incentive among SNAP recipients Based on the prior sales increases, the team set an aggressive goal of nearly doubling SNAP sales Promotional efforts are described below Promotional efforts Informal communication: A “street team” of neighborhood residents tabled at community events, flyered, spoke with people on the street Printed materials and signage: Brightly-colored posters and coordinating information, printed in English and Spanish, were hung in business settings, at community agencies, schools, and neighborhood centers across the city Consistency city-wide: Unique logo and branding at each market was complemented with the same market manager’s tent and signage across all markets Social media: A project webpage, Facebook, and Instagram accounts, and cross-postings with individual markets Mass media: Spanish-language radio, print ads promoting SNAP at farmers market in local weekly newspapers, with a focus that the markets accept SNAP and double SNAP Following promotional efforts, in the early fall of 2017, the Center for Social Research administered another round of household surveys within the four neighborhoods The below section describes the survey and how it was administered (the same or very similar for 2013 and 2017) Household survey and administration The household survey, designed specifically for purposes of the evaluation, included items on 1) Respondent and household demographics 2) Meal and shopping habits, (including amount of money they spend on food, if they pay for groceries with SNAP, and where they shop) 3) Familiarity with farmers markets and specifically their neighborhood farmers markets 4) How they heard about their local farmers market (if applicable) 5) Their attendance and awareness of SNAP and Double SNAP at the market 6) Why they do (or don’t) attend the market Household addresses within a one mile radius of each of the four participating markets were entered into a statistics database from which a random selection of households was drawn (In 2013 household addresses were mapped by field researchers, while in 2017 mapping was done with software) During September and October 2013 and 2017, field workers went door to door (at randomly selected households) in teams of two to three during daylight hours (weekdays/weekends) to recruit respondents and administer the survey A $10.00 gift card to a supermarket was offered as an incentive for respondents’ time In both 2013 and 2017 a sizable number of randomly selected household addresses had no access (i.e., due to secured apartment buildings) or turned out to be vacant In addition, the rate of people who were at home was also about one in five For expediency, we therefore adjusted our approach by using a randomly selected address from which to then move from house to house on a given street In 2013 and 2017 respectively, we collected 124 and 194 household surveys of which 55 (44%) and 94 (48%) were SNAP recipients Data on education, employment, income Although there were some differences in level of education, employment and income of respondents at each of the data collection time points, the below tables show: more than 50% had a high school degree, GED or less in both 2013 and 2017; there was a high rate of unemployment, 41% in 2013 and 32% in 2017; and overall there was low household income, 43% and 51% in 2013 and 2017 respectively were making less than $25,000 annually Below tables show more detail, including some diversity within as well as between cohorts TABLE 1 EDUCATION 2013 2017 Less than High School 12% 8% Some High School 15% 12% High School Degree/GED 34% 37% Some College 19% 18% College Degree 20% 25% Table 1 above shows that for both cohorts, 2013 and 2017, 20% or more had less than a high school degree, while on the other end, 20% or more had a college degree TABLE 2 EMPLOYMENT 2013 2017 Unemployed 41% 32% Part Time Work 19% 12% Full Time Work 23% 32% Two or more jobs 2% 2% Retired 15% 23% Table 2 above shows that although the rate of unemployment was high in both cohorts, in 2017 as compared to 2013, there was a higher rate of respondents who were working full time and who were retired TABLE 3 INCOME 2013 2017 Less than 9,999 25% 38% 10,000-14,999 18% 13% 15,000-24,999 23% 9% 25,000-34,999 14% 8% 35,000-49,000 15% 16% 50,000 and above 10% 17% SNAP Recipient 44% 48% In Table 3, the data show that compared to 2013, there was a higher percentage of respondents in 2017 with an annual household income of $50,000 or more, and with an annual household income of $9,999 or less, consistent with the overall strengthening of the economy during those years Outcomes promotional efforts reached SNAP recipients as specifically targeted From 2013 to 2017, we saw a dramatic increase in the SNAP users who knew about the markets and who shopped at FM As depicted in below charts, compared to the SNAP recipients surveyed in 2013, in 2017 there was a higher percentage of SNAP recipients who were aware of their neighborhood market (85% vs 60%), who attended the market at least once (71% vs 43%), who were aware that the market accepted SNAP (75% vs 58%), who were aware that the market doubled SNAP (55% vs 21%), and who used SNAP at the market (49% vs 33%) Below are the survey questions that captured this information with more details highlighting the findings in charts Compared to 2013, in 2017 there was a higher percentage of SNAP recipients who: were aware of their neighborhood market; attended the market at least once; were aware that the market accepted SNAP; were aware that the market doubled SNAP; and used SNAP at the market How often have you gone to the farmers market this summer? a Never b Once a month c Twice a month d Three times a month e Four times a month or more Do you know about the farmers market that is closest to you or of any in Hartford? [Also asked, If yes, which ones?] Chart 1 % Attended Market at Least Once 71% * 64% * 57% 50% 47% 43% % Familiar w/ Neighborhood FM 67% 79% All Respondents 85% 60% SNAP Recipients 2013 73% 75% All SNAP Respondents Recipients Non-SNAP 2013 2017 In 2017, 79% of all respondents were familiar with one or more of Hartford’s neighborhood farmers markets, a statistically higher percentage than the 67% of respondents in the 2013 sample (x2=5.528, p=.03) Upon closer examination, the percentage difference was significantly higher among the SNAP recipients, 85% of SNAP recipients in 2017 compared to 60% in 2013 (x2=11.936, p=.01), but not among Non-SNAP Users This finding indicates that 2017 Non-SNAP In 2017, 64% of all respondents attended one of Hartford’s neighborhood farmers markets at least once, a statistically higher percentage than the 47% of respondents in the 2013 sample (x2=12.37, p=.01) Upon closer examination, the percentage difference was significantly higher among the SNAP Users, 71% of respondents in 2017 compared to 43% in 2013 (x2=12.78, p=.01), but not among Non-SNAP Users This finding further indicates that promotional efforts reached SNAP recipients as specifically targeted Chart 2 % Attended Market at least 4 Times/Month * * 25% 12% All Respondents 27% 22% 14% SNAP Recipients Non-SNAP 9% 2013 2017 Similar to above two findings, the significant difference in percentage of respondents who attended the market at least 4 times per month was specifically among SNAP recipients: 27% in 2017 versus 9% in 2013 (x2=12.78, p=.01) In the next set of survey questions/findings, data analysis compares 2013 and 2017 responses for the SNAP recipient subgroup that were aware of their local market Anecdotal information gathered when completing the surveys combined with the above findings also show inherent challenges: SNAP recipients are working with a small, fixed budget Many SNAP recipients noted exact monthly amount they received (to the dollar), and exactly how they managed it (where/when they shopped for specified grocery items and how they account for “if I have extra money”) Limited resources, and related routinized shopping habits, could be underlying reason why attendance at farmers markets and awareness of SNAP and even double SNAP at farmers markets, does not necessarily equate to SNAP redemption at farmers markets Are you aware that you can use SNAP benefits at the market? Yes/No Are you aware that the market doubles the value of your SNAP benefits? Yes/No Did you use SNAP at the market? Yes/No Chart 3 % of SNAP Recipients who 75% 58% 55% * 21% Were aware FMs accept SNAP 49% 33% During the two years of the project, market managers reported that SNAP sales at the four markets increased by 33% Were aware Used SNAP at FMs double Market SNAP 2013 2017 Compared to 2013, in 2017 there was a higher rate of SNAP recipients who were aware that farmers markets accept SNAP (75% vs 58%) and double SNAP (55% vs 21%) and who used SNAP at the market (49% vs 33%) The percentage difference in awareness of doubling SNAP was statistically significant (x2=10.77, p=.00) This is an important finding given that increasing awareness of this incentive was one of the main aims of the promotional efforts Altogether, the above findings comparing 2017 survey responses with 2013 suggest that promotional efforts not only increased awareness of SNAP benefits at farmers markets, but also changed shopping behavior among SNAP recipients in Hartford neighborhoods Also below are reasons why SNAP recipients in 2017 (who were aware of their local market) had not gone to the market Not so unlike any other potential customer, SNAP recipients who do not attend the market gave one or more of the following reasons: they are not familiar with how it works; they don’t have time; it is not a priority; they do not think it is affordable; or the market does not fit their schedule No one said it was because of food spoilage or because they felt they wouldn’t fit in Table 4 Why haven’t you gone to the market? Choose any that apply… SNAP Recipients aware of market Don’t know how it works Don’t have time Not a priority Not affordable Does not fit schedule No transportation Food spoilage Don’t feel I fit in Feedback on Promotional Efforts Notwithstanding the inherent challenges in changing shopping behavior of SNAP recipients, findings on all outcomes are in a positive direction (i.e., increase in familiarity and participation at farmers markets and awareness and use of SNAP at farmers markets), with most findings statistically significant Given the challenges along with the relative success of the promotion, findings suggests that rather than any one strategy raising awareness or creating a change, it was the combination of promotional strategies - reinforcing each other - that had a multiplier effect Below is survey respondents’ feedback on how they heard about the market, An older woman who lives by herself went to the market for the first time because “people were telling me about it” (friends and family and at the Senior Center) She generally goes with a friend and likes that there is “fresh food and a lot of things to choose from.” comparing SNAP recipient responses with NonSNAP, and then more closely examining SNAP recipient responses Table 5 How did you hear about the market? Choose any that apply… SNAP NonSNAP 70% 74% 58% 41% 40% 37% 17% 4% 6% 12% 9% 4% 5% 10% Sign/display/walking by Flyer Family/Friends Street Team* Radio Newspaper Social Media Similar to non-SNAP respondents, a high rate of SNAP recipients learned about the market from the market sign (or display) or by walking by, as well as from a flyer (either posted or handed to them), and family or friends Compared with Non SNAP respondents, there was a higher percentage of SNAP recipients who learned about the market from a family member or friends, a flyer (posted or handed to them at a community-based agency), the street team, and the radio The higher percentage difference of SNAP recipients compared to Non-SNAP who learned about the market from the street team was statistically significant (17% vs 4%) Closer inspection of the data on promotional efforts also showed several caveats (not shown in above table): — Some SNAP recipients didn’t learn about the farmers market by signage, display, or walking by These residents learned about the farmers market in only the following ways: family/friends, flyer (e.g., handed to them at a community-based organization), and/or the street team—not through social media or mass media — 27% of SNAP recipients who actually used SNAP at the market learned about it from venues not noted in survey under “other,” specifically, community-based programs such as the senior center and WIC What SNAP recipients like about the farmers markets While 65% of SNAP recipients who regularly attend the market indicated it was to use SNAP, more will continue attending because of fresh food (91%) and affordability (74%), and also for the social interaction and in support of local business Table 6 What have you liked most about the FM? Choose any that apply… SNAP Recipients Fresh Food 91% Affordability 74% Use SNAP 65% Social Interaction 63% Contribute to Local Business 59% Cooking Demonstrations 15% the market from the street team and from a flyer she saw on a bulletin board at the hospital She goes with another person who lives in her apartment building She says the farmers’ market is good for the community because, “there are a lot of people like me who don’t have a car.” A mother who lives with her three teenage children learned about the market from the sign, friends and family, and walking by She goes 4 times a month The first time she went was because “the food looks good, for the fresh produce,” and further shared that she is diabetic and “the healthy food is an alternative to grocery store food.” A middle aged man who attends the market two times a month and goes by himself, learned about it from the sign, walking by, and from family and friends He says that the market is “better than the grocery store: fresh!” Illustrations: Multiplier effect of promotional efforts Taken altogether, data on how respondents heard about the market, and also why they attend the market, indicates that rather than any one strategy raising awareness or creating a change, it was the combination of promotional strategies that had a multiplier effect In order to illustrate, below we combine demographic data on individual households and how they heard about the market with their responses to open-ended questions on what they like most about the market A senior woman goes to her local market about once a month specifically for the cabbage and collard greens She learned about A mother with 6 children 17 years of age and younger, learned about the market from the sign, friends/family, a flyer, the street team, and at the WIC office She attends the market 3 times a month, and goes there “first, before the supermarket, first place I go with food stamps.” It is where she buys her fruits, vegetables, and eggs She said “they [organizers at the market] treat people very well over there, with respect.” Conclusion & Recommendations An older woman learned about the market by walking by but also from someone at the senior center “who called me on the phone.” She attends the market 4 times a month and goes because “I need fresh fruits in my daily menu, nutritious.” She said that for the neighborhood, the market “is convenient for some people who don’t have transportation, they can walk.” A young man who lives with his mother and goes to the market 4 times a month went for the first time because, “I was approached by the street team and they told me about EBT at the market.” He also learned about the market from friends and family, walking by, and the newspaper “My mother tells me what to get for vegetables and [cooks] them for me.” He says that the market is good for the neighborhood because the food is “more healthier, people don’t have much [healthy food] to eat.” In conclusion, compared to SNAP recipients surveyed in 2013, in 2017, there was a much higher percentage of SNAP recipients who attended the market, were aware that Hartford Farmers markets accept SNAP and double SNAP, and a higher rate who used SNAP at the market Although the majority of SNAP recipients learned about the Farmers Markets by signage, display or walking by, there was not any one promotional effort that made the difference; rather it was from learning and hearing about it in many contexts Based on the positive findings from this evaluation, and the potential long term impact on healthy eating and life style change among low-income households, it is recommended that organizers along with other stakeholders continue to combine and integrate promotional and educational strategies to further fuel patronage of SNAP recipients There is still a large need and a large market Farmers markets capture less than 1% of SNAP spending in Hartford As part of this, farmers markets should build alliances with community-based agencies and leaders who have a strong knowledge base of the needs within the community and also have credibility among neighborhood residents, who in turn, can promote the markets REFERENCES 2009-2013 American Community Survey Rabinowitz & Martin, December 2012 Community Food Security in Connecticut: An Evaluation and Ranking of 169 Towns A Joint Study by the Zwick Center for Food and Resource Policy and the Cooperative Extension System at the University of Connecticut Hughes, Aylward, Sanchez, Alsip & Moreno, June 2015 Evaluating Low-Income Customer Participation at Urban Markets in Hartford, CT Center for Social Research, University of Hartford in partnership with the Hartford Food System