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Perceived Influences on Farmers' Market Use among Urban, WIC-enrolled Women

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Objectives: We identified perceived barriers and facilitators to purchasing fruits and vegetables (FV) at farmers' markets, FV shopping practices, and reactions to a planned online lesson to promote farmers' market use among urban, inner-city WIC-enrolled women. Methods: Thirteen focus groups were conducted with 3-5 participants each (N = 54). Results: Common barriers were structural (transportation issues) and informational (not knowing the locations of markets). Improving access (by increasing the number of area markets, expanding market hours and locations, and increasing transportation options to markets) and raising awareness of the importance of eating healthfully were common facilitators. Information was sought on the locations of farmers who accept FV vouchers provided by WIC, FV sold at farmers' markets, reasons to eat locally grown FV, and FV food safety and preparation skills. Questions were raised about the accessibility of an online lesson; providing information via inperson seminars and handouts also was recommended. Although purchasing FV at supermarkets and corner stores and bodegas was common, concerns were expressed about the freshness, cost, quality, and variety of produce sold at these venues. Conclusions: Findings aid understanding of factors to consider in designing interventions to promote farmers' market use in this population.
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Keywords: BARRIERS; FACILITATORS; FARMERS' MARKET; NUTRITION EDUCATION; SHOPPING PRACTICES; WIC

Document Type: Research Article

Affiliations: 1: Professor, Department of Sociology, William Paterson University, Wayne, NJ;, Email: [email protected] 2: Director, Saint Joseph's WIC Program, Paterson, NJ 3: Professor of Pediatrics-Nutrition, Scientist/Research Nutritionist and Associate Professor of Pediatrics, USDA/ARS Children's Nutrition Research Center, Department of Pediatrics, Baylor College of Medicine, Houston, TX 4: Scientist/Research Nutritionist and Associate Professor of Pediatrics, USDA/ARS Children's Nutrition Research Center, Department of Pediatrics, Baylor College of Medicine, Houston, TX

Publication date: 01 September 2017

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

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