J Community Health
DOI 10.1007/s10900-011-9479-y
ORIGINAL PAPER
The Role of Farmers’ Markets in Two Low Income, Urban
Communities
Valerie Ruelas • Ellen Iverson • Preston Kiekel
Anne Peters
•
Springer Science+Business Media, LLC 2011
Abstract To collect consumer demographics, utilization,
satisfaction, and eating and physical activity behavior
information from customers using two newly established
farmers’ markets in low income urban communities in East
and South Los Angeles. From April 1, 2007 through June
3, 2009, farmers’ market customers completed a short,
anonymous survey. The data analysis included a descriptive analysis of key variables and examined the number of
new and repeat customers over time to track the rate of
farmers’ market use over time. Setting: The East Los
Angeles Farmers’ Market and the Watts Healthy Farmers’
Market. Subjects: 415 farmers’ market customers from
East Los Angeles and 1,374 from South Los Angeles. The
demographic profile of farmers’ market consumers were
primarily Latina women earning less than $22,000 per year
with less than 12 years of education who reported some
level of food insecurity. Most customers lived within 4
miles of the markets with repeat customers shopping twice
a month or more. Overall, customers reported high satisfaction with the farmers’ markets in each community and
the majority reported positive changes in physical activity
and eating behaviors since using the market. Many consumers reported they wanted to see additional items sold at
the market, including prepared foods, non-food items and
V. Ruelas (&) E. Iverson P. Kiekel
Division of Adolescent Medicine, Childrens Hospital Los
Angeles, Keck School of Medicine of the University of Southern
California, 4650 Sunset Blvd., Mailstop #2, Los Angeles,
CA 90027, USA
e-mail: [email protected]
A. Peters
Department of Medicine–Endocrinology, Keck School of
Medicine, University of Southern California, 245 S. Fetterly Ave
Room 2040, Los Angeles, CA 90022, USA
other products not allowed to be sold at certified farmers’
markets.
Keywords Farmers’ market Food access Low-income
community Poverty
Introduction
In the United States, two-thirds of adults and nearly one in
three children are overweight or obese [11, 26]. In addition,
obesity disproportionately affects many racial and ethnic
groups and geographic regions of the United States [8].
According to the Surgeon General, several factors play a role
in the causes of overweight and obesity including; consuming too many calories and not getting enough physical
activity, genes, metabolism, behavior, environment, and
culture [29]. Overweight and obesity are related to the
development of other chronic health conditions and are a
significant economic burden. In the County of Los Angeles,
California, a megacity of over 10 million residents and larger
than 42 states [34], 36% of the Los Angeles County’s adult
population was overweight (BMI = 25–29.9) and 22% was
obese (BMI C 30) [24]. In lower income communities in the
county where the population is predominantly African
American and/or Latino, the rates of overweight and obesity
were as high as 38% and 35% respectively [24].
As with obesity, low intake of foods such as fruits,
vegetables, whole grains, and low-fat milk have been
associated with diseases such as coronary heart disease,
cancer, stroke, diabetes, hypertension, and osteoporosis [5,
13, 14]. Unfortunately, from 1999 to 2000, 90% of
Americans did not meet the dietary recommendations for
fruit and vegetable consumption [4]. Results from the 2007
Los Angeles County Health Survey indicated that only
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J Community Health
15% of adults county-wide ate the recommended fruit and
vegetables ranging from 23% in the highest income area to
13% in the lowest income area in the region [25]. Inability
to adhere to the recommended consumption of fruits and
vegetables in low income communities is likely exacerbated by evidence that these communities have far less
access to quality fresh fruits and vegetables than wealthier
communities [3, 15].
It has been well documented that, in the past 30 years,
full service grocery venues have migrated away from low
income, inner city communities, favoring the greater
promise of revenues from wealthier urban or suburban
areas referred to as ‘‘grocery redlining’’ [21, 22]. Studies
have suggested that this ‘‘grocery redling’’ contributed to
the creation of ‘‘food deserts,’’ communities with limited or
no access to full service grocery stores, communities which
have also been found to be associated with disproportinately higher grocery prices and residents’ disproportionally poorer health, nutritional status and higher rates of
obesity [17, 27, 33]. Although the term ‘‘food desert’’ often
means a literal absence of retail food in a defined area, it
can also be defined as a differential in accessibility to
healthy and affordable food between socio-economically
advantaged and disadvantaged areas [6]. Studies suggest
that access to alternative sources of fresh produce such as
famers’ markets might help to mitigate the impact of
healthy food disparities by both lowering the cost of produce in these ‘food deserts’ and improving access to
healthy food choices [1, 19]. Excessively high rates of
obesity and diabetes in low income communities have
stimulated public health research, advocacy and policy
efforts to develop approaches to improve access to
affordable, healthy food choices, including efforts to
overcome the barriers to access farmers’ markets [12].
Farmers’ markets, seen as one approach to bringing
produce to communities, have proliferated in recent years,
though their availability to low income communities
remains limited [28, 35]. According to the United States
Department of Agriculture (USDA), as of mid-2010, voluntary reporting from farmers’ market managers showed
there were 6,132 farmers’ markets operating throughout the
US a 16% increase from 2009 [32]. The USDA’s national
farmer’s market search engine results do not track the
socio-economic characteristics of communities in which a
market is located, however, using acceptance of food
assistance programs as a proxy, a search can be refined to
identify markets excepting federal food assistance programs as a form of payment (e.g., Supplemental Nutrition
Assistance Program (SNAP) or Women, Infant and Children (WIC) farmers’ market vouchers). After refining the
search to list markets accepting federal food assistance
programs, the number of markets decreased dramatically to
256 markets nation-wide, only 4% of the total voluntarily
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reported markets in operation [32]. Some have argued that
significant economic and structural obstacles inhibit both
vendors selling goods and consumers utilizing markets in
underserved communities [10].
To our knowledge, there is scant data on characteristics
of farmers’ market customers in general and in low income
communities, in particular. Most evaluations of farmers’
markets have been focused on the economic impact of
markets on communities and on grocery spending and
appear to be driven by interest in the impact on policy, not
public health [7]. Evidence from these studies suggest that
farmers’ markets stimulate spending at local business and
are job-generating [7, 31]. In low income communities, the
introduction of farmers’ markets has been shown to stimulate competition and lower the price of food sold at local
grocery venues [19].
Until recently, few studies have examined the characteristics of farmers’ market shoppers and, to our knowledge,
none have examined characteristics of shoppers in very low
income, minority communities in which farmers’ markets
are introduced. Bader’s study of access to grocery venues in
New York suggest that farmers and store-front produce
stores available in distressed communities are more likely to
be frequented by immigrant, Hispanic and Asian populations
rather than African American residents [2]. Zepeda and her
colleagues offer an intriguing portrait of US farmers’ market
shoppers suggesting that, compared to shoppers who do not
utilize local farmers’ market, farmers’ market consumers are
more likely to enjoy cooking at home, purchase food motivated more by interest in nutrition than cost and likely to
have someone in their household with special dietary or
health needs. While these characteristics were shared across
levels of race, education and age, these samples were collected in communities in which farmers’ markets are available. As few markets are available in underserved
communities, her sample under-represents non-white consumers, consumers with less than college education and
those with very low incomes (i.e., \$15,000 annual) and
over-represents families making over $45,000 a year [35].
This paper reports findings from research conducted as
part of the Community Diabetes Initiative (CDI), a community participatory research initiative which examined
key factors and behavior related to obesity and diabetes in
East Los Angeles (East LA) and South Los Angeles (South
LA), two low-income Los Angeles area communities that
are predominantly Latino and African American. These
communities additionally have disproportionately high
rates of diabetes, obesity, food insecurity, physical inactivity, low fruit and vegetable consumption and few options
to purchase fresh produce [16, 24, 25]. In the planning
phase of the CDI, community members identified the lack
of good quality affordable produce as a key barrier to
eating healthy meals and expressed the desire to have
J Community Health
farmers’ markets in their communities. Subsequently, CDI
staff, community agencies, local advocates, politicians, and
residents began to organize and ultimately launch a farmers’ markets in both communities. Prior to the opening of
the East Los Angeles and Watts Healthy Farmers’ Markets
(South LA), the closest farmers’ market in East LA was,
and still is, located 5 miles outside the community and 13
miles outside in South LA [20]. Once it was established
that farmers’ market were forthcoming, the CDI was able
to obtain funding for 2 years to assess market utilization
and customer satisfaction of each market as a means to
report outcomes back to the community and improve the
delivery of service.
Each farmers’ market had separate development, management, funding and sustainability processes. In East LA,
the market was made possible with the support of the Los
Angeles County 1st Supervisorial District and a US
Department of Housing and Urban Development, Community Development Block Grant (CDBG). The market is run
by a grass-roots community-based agency, Volunteers of
East Los Angeles (VELA). VELA had no prior experience
operating a farmers’ market, but now successfully operates
two additional markets in the Los Angeles region. The East
Los Angeles Farmers’ Market began February 10, 2007. The
South LA market resulted from a community collaborative
effort driven by leaders from local community-based organizations. The collaborative chose to work with an established farmers’ market management organization,
Sustainable Economic Enterprises Los Angeles and was
funded by Kaiser Permanente and the California Community Foundation. The Watts Healthy Farmers’ Market began
July 21, 2007. Both markets are open weekly on Saturday
from 10:00 am to 2:00 pm. Both accept Supplemental
Nutrition Assistance Program Electronic Benefit Transfer
(SNAP/EBT), Women, Infant, and Children (WIC) vouchers and Senior Farmers’ Market Nutrition Program
(SFMNP) checks. Once established, we surveyed market
customers to assess utilization and perceived benefits of the
market. This paper profiles consumers of the two farmers’
markets and reports findings from customer surveys.
Methods
Study Community
East LA is a densely populated urban community of
approximately 124,283 residents living in 29,844 households [30]. Nearly all residents (97%) are of Hispanic/
Latino origin. The median family income in 1999 was
$28,544 with 24.7% of families and 27.2% of individuals
living below the poverty line (the federal poverty level was
equivalent to an annual income of $17,050 for a family of 4
and $8,350 for an individual) [9, 30]. Nearly all families
and individuals live below 185% of the poverty line
(annual income $31,543 for a family of 4 and $15,448 for
an individual), 50.9% of East LA residents were in the
labor force, 48.7% of the population was foreign born, and
87.4% speak a language other than English at home [30].
In South LA, approximately 102,175 live in 25,778
households with 56% identifying as Hispanic/Latino and
42% as African American [30]. The median income in
1999 was $20,353 with 56% of families and individuals
living below the poverty line [30]. Approximately 69%
families and individuals live below 185% of the poverty
and 65% of the population were in the labor force. Nearly
one-third (32%) of the population was foreign born;, and
46% speak a language other than English at home [30].
Sample and Recruitment
Two years of evaluation funding allowed us to collect a
convenience sample of customers attending the Watts
Healthy Farmers’ Market in South LA and the East Los
Angeles Farmers’ Market in East LA. From July 1, 2007
through June 3, 2009, 415 farmers’ market customers from
East LA and 1,374 from South LA completed a short,
anonymous survey. CDI staff and community health
workers (promatoras) approached adult customers as they
entered the market and administered a 15-min survey to
each customer agreeing to participate. Any adult customer
interested in completing the survey who had not previously
completed the survey was included in the sample. Surveys
were administered the 3rd Saturday of the month in South
LA and the 1st Saturday of the month in East LA. As no
identifying information was collected, our Institutional
Review Board waived the use of a written consent, permitting verbal consent instead. In South LA, a $5.00 voucher in market money was given to participants as
compensation for their participation. Budgetary constraints
did not permit the use of incentives in the East LA site.
Measures
Utilizing a survey instrument developed by the Community
Food Security Coalition, the survey collected demographic
information, and measures of market utilization impact and
satisfaction [23]. Specifically, the survey included questions
about when they began using the farmers’ market, how
often they came, and how far they traveled. A question was
added querying customers’ intent to return to the market.
Using 5-point Likert Scales, their satisfaction with the
market and the type and quality of produce offered was
assessed. Additional questions related to family food consumption behavior, food insecurity, physical activity and
utilization of WIC and SFMNP checks were asked. Poverty
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J Community Health
was measured using the 2000 Federal Register’s definition
of poverty. To calculate the number of customers living
below the Federal Poverty line, customers were asked to
report their estimated annual income and household size.
Food insecurity was measured by asking consumers how
often they experienced the following conditions in the past
30 days: We were not able to afford more food to eat; We
were not able to afford more of the kinds of food we
wanted to eat; and We were not able to afford to eat
healthier meals. The survey was translated into Spanish.
Consumers were also asked four open-ended questions
including: What they liked most about the market; What
they liked least about the market; In what ways, if any, do
you think your life is different because of this market; and
Do you have any additional comments.
Results
Of the 1,789 customers surveyed in both sites, results are
reported on 1,374 completed surveys from South LA and of
the 415 from East LA. As customers could refuse to answer
questions or may have responded ‘‘Don’t Know’’, the
response rate varied by question. Our average response rate
in South LA was 91% (range 100–75%) and in East LA
was 88% range (100–71%) for the closed ended questions.
The question to ascertain income received the lowest
response rate shown in the range above. Of those who did
not complete this question, the majority stated they did not
know versus refused to answer.
Market Demographics
Analysis
Analysis of these data are descriptive, include frequencies
and examines the number of new and repeat customers to
assess how the ratio changed over time. Frequencies by
category within levels of Likert and qualitative variables
were expressed as percentages when possible. Quantitative
variables were analyzed as means.
Nearly all responses to open-ended questions were brief,
offering little variation in theme. Initially, all qualitative
data were examined to identify recurrent themes that were
then used to create a coding schema corresponding to the
focus of each open-ended question, e.g., what an individual
liked/disliked about the market and what were they doing
differently since using the market. Themes were organized
into categories representing positive and negative responses. Positive themes include improved health, improved
access to produce/healthy food, greater convenience, social
factors, and miscellaneous. Negative themes include variety
of produce/vendor type, location, cost, physical attributes of
market (e.g., location, lack of shaded areas), and desire for
other services/products. Responses that did not fall into
these categories were categorized as miscellaneous.
Table 1 Survey respondent
demographic characteristics
a
Nielsen Claritas Inc. ‘‘Percent
of Families in Poverty.’’
Retrieved 6/18/2010, from:
http://www.HealthyCity.org
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As seen in Table 1, the demographic characteristics of the
survey respondents are compared to the 2000 US Census
data for the zip codes in which each farmers’ market is
located. The majority of farmers’ market consumers identified as Latino (98% in East LA; 71% in South LA). In
South LA, Latinos are far more represented in the sample
than are reflected in the demographics of the surrounding
community. The majority of shoppers from both markets
were female and a little more than half did not complete
high school. The mean household size of East LA customers was 3.8 and 4.7 in South LA. In both communities,
55% of consumers reported earning less than $15,000 per
year, which is well below the Federal Poverty line and less
than the average income of residents of the surrounding
community. In both communities, approximately threequarters of all customers reported some level of food
insecurity, i.e., ‘‘not having enough money to purchase
food in the past 30 days,’’ (76% in South LA; 71% in East
LA), especially foods considered healthy (76% in South
LA; 70% in East LA). Further, 18% of South LA and 27%
of East LA respondents used WIC or senior farmers’
market vouchers.
Survey sample
characteristics
East LA farmers’
market
Ethnicity (Latino) (%)
East LA US
census
South LA farmers’
market
South LA US
census
56
93
99
78
Ethnicity (African American) (%) \1
\1
18
42
Gender-female (%)
88
50
80
53
Education (\12 years) (%)
56
64
55
82
Household size (mean)
3.8 people
4 people
4.7 people
4.5 people
Income (\$15,000 annual) (%)
55
17a
55
30a
J Community Health
Market Utilization
‚
South Los Angeles Farmers Market
80%
Table 2 Frequency of visits (repeat customers)
South LA (%)
East LA (%)
\Once a month
7
Once a month
10
9
Twice a month
22
18
Three times a month
25
21
Weekly
36
47
5
70%
60%
Percent
50%
40%
30%
20%
10%
0%
% First Visit
2007 Q 3-4
2008 Q 1-2
2008 Q 3-4
2009 Q 1-2
75%
38%
37%
31%
Fig. 1 Percent of surveyed individuals attending the South LA
market for the first time
‚
East Los Angeles Farmers Market
60%
50%
40%
Percent
Most South LA respondents reported residing in zip codes
90002 and 90059 (78%), representing approximately a
four-mile radius around the market’s location. However,
the remaining 22% of shoppers represented 36 different zip
codes that are spread out well beyond the community
offering the farmers’ market. Nearly two-thirds (62%)
reported driving to the market and 29% walked—most
living within 4 miles. A vast majority of customers (87%)
attended the market with at least one other adult and child,
7% were shopping with another adult but no child and 6%
shopped alone.
The majority of East LA respondents were within a 4
mile radius from the market from zip codes 90063 and
90022 (64%), with the remaining customers travelling from
16 different zip codes. As in South LA, 60% reported
driving to the market and 22% walked, most living within 4
miles of the market’s location. Most (87%) attended the
market with at least one other adult and child, 4% were
visiting the market with another adult but no child and 9%
shopped alone.
Respondents were asked during the survey if this was
the first time they had attended the market. We began
surveying customers in April 2007 in East LA and July
2007 in South LA. Figures 1 and 2 track percent of new
customers over the 2-year period in which the surveys were
collected. The East LA market had been operational for
6-month prior to surveying customers, as funding for data
collection was not available when the market opened. We
began surveying South LA customers opening day, and are
thus able to see the larger drop in new customers in South
LA in subsequent weeks. As hoped, more respondents were
repeat customers over time. Nonetheless, we see a steady
rate of approximately 30% customers who are new to the
market. New customers are vital to increasing the market
customer base contributing to the markets’ sustainability.
In each community, of those individuals who had been to
the market before, most shoppers visited the market more
than once a month (East LA—93% and South LA—95%).
Table 2 reports consumer frequency of visits.
30%
20%
10%
0%
2007 Q 2
% First Visit
42%
2007 Q 3-4 2008 Q 1-2 2008 Q 3-4 2009 Q 1-2
51%
44%
38%
28%
Fig. 2 Percent of surveyed individuals attending the East LA market
for the first time
Perception of the Farmers’ Markets
Overall, customers reported high satisfaction with the
farmers’ markets in each community. As seen in Table 3,
well over 80% of respondents rated most market characteristics as good or excellent. Further, nearly all reported
intention of returning (95% South LA; 93% East LA).
Nearly half of respondents in East LA (44%) and South
LA (41%) reported that they would like to see other
products sold at the market. These respondents suggested
additional products in open-ended responses, which included chilies, ethnic foods, greater variety of fruits and
vegetables and non-produce foods such as eggs, dairy, teas,
baked goods and prepared foods. Some suggested selling
non-food goods such as toys, arts and crafts, cleaning
products and plants/flowers, and providing more activities
and on-site educational programs.
The majority of individuals regarded market products’
cost (East LA 70% and South LA 78%) and value (East LA
79% South LA 80%) as excellent or good. Nonetheless, there
was a sizeable degree of dissatisfaction (31% in South LA;
23% East LA) with the cost of market products, though the
question did not differentiate food from non-food products.
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J Community Health
Table 3 How do you feel about each of the following aspects of the
Farmers’ market?
Table 5 Because of this market I now…
South
LA (%)
East
LA (%)
Eat more fruits and vegetables
98
97
Eat more organic food
93
87
Eat food that is fresher (less packaged food)
96
95
Eat less fast food
89
81
97
Eat more foods that are traditional for my
culture/family background
93
90
96
98
Eat new kinds of food
90
80
97
97
Spend less money on food
79
83
Quality of products for sale
97
96
95
91
Variety of products for sale
90
90
Am better able to provide food for my family
and myself
Cost of products for sale
78
70
Feel better about were my food comes from
96
94
Value for the cost of products for sale
80
79
Am more physically active
93
90
Availability of foods important to your
family/culture/tradition
91
92
Only responses that indicate ‘‘Agree’’ or ‘‘Strongly Agree’’ are shown
above
Availability of foods that are familiar
to you and that you like to eat and cook
92
94
Availability of foods that are new to
you that you would like to try
89
89
South
LA
(%)
East
LA
(%)
Convenience of the location
98
97
Availability of parking spaces
95
91
Hours of operation
96
93
Cleanliness
97
Safety
Social atmosphere
Only responses that indicate ‘‘Excellent’’ or ‘‘Good’’ are shown above
Table 4 How much did/do you expect to spend today at the market?
South LA (%)
$0
4
East LA (%)
1
$1–$5
7
5
$6–$10
15
14
$11–$15
12
8
$15–$20
33
40
$21–$30
17
19
More than $31
13
14
Although some people were not expecting to purchase
anything at the markets, Table 4 illustrates that 14% were
planning to spend at least $10, at least 50% of shoppers
planned to spend between $15 and $30 and 13% had
budgeted over $31.
Eating Behavior and Physical Activity
Respondents were asked to rate several questions about the
impact of the market on their eating and physical activity
behavior. As seen in Table 5, an overwhelming majority from
both markets reported positive changes in most categories.
These findings were corroborated in customers’
responses to the open-ended question, ‘‘in what ways is
your life different because of the farmers’ market.’’ Most
who responded to this question maintained that the farmers’ market reinforced healthy eating and lifestyle habits,
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contributed to their health and, because of its close proximity to their home, improved their access to fresh fruits and
vegetables. A few comment themes are included below.
I eat healthier food; I eat more/higher quality fruits
and vegetables; I get more food for my budget; I
spend more time outdoors; My kids eat more fresh
fruits and vegetables; I’m more physically active; and
I have lost weight.
A respondent from South LA added that the presence of a
farmers’ market in South LA not only contributed to
changes in behavior, but provides access to healthy food
sources that is overdue in the community.
I eat healthier and exercise more. It has also lifted my
spirit. Finally something in Watts that is absolutely a
positive change. Now I don’t have to go to Fairfax
[10 miles from South LA] for fresh fruit/vegetables.
Someone actually cares.
An East LA customer finds that the farmers’ market is both
beneficial to managing her diabetes and serves as a healthy
model for her children.
[I eat] more healthier because I have diabetes and that
is why I look for more fresh vegetables and fruits.
[Going to the market gives me] more quality time
with my daughters and they see healthy eating.
Respondents were asked what they liked most and least
about the market and were given the opportunity to provide
additional comments. Positive and negative comments
were similar in both markets Positive comments included
liking its close proximity to home, time and day of
operation, affordability and quality of produce, educational
opportunities and the opportunity to socialize. Fewer
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offered complaints but statements included that the prices
were too high, the market did not offer enough produce
variety and some had difficulty parking. A comment from a
South LA customer prompted an immediate market
change, which was to offer a shaded place for consumers
to rest. Few offered additional comments but response
themes included requests for other items to be offered and
reinforcement of their satisfaction that a farmers’ market is
now available to the community.
Discussion
While funding supporting this research did not allow for a
comprehensive evaluation of the characteristics and impact
of these farmers’ markets, these findings offer a picture of
farmers’ market shoppers in two significantly underserved
communities, communities under-represented in past studies
of farmers’ market utilization and consumption. Evidence is
growing that access to a vehicle or public transportation is
increasingly associated to greater access to healthy food
choices, especially in lower income areas where access is
more limited and many are forced to travel outside their
communities to find healthy food choices [2, 18]. Los
Angeles, an extraordinarily expansive geographic area with
limited public transportation and limited community walkability; requiring the need for a vehicle. However, many
families in the communities in which these farmers’ markets
are located may not be able to afford a car or more than one
car, greatly reducing accessibility to food sources. It is no
surprise that over two-thirds reported that they drove - likely
related to the need for vehicle ownership in Los Angeles.
Further many came with another adult possibly sharing a
transportation resource. What is surprising is the relatively
high percent who walked (between 22 and 29%), some
appearing to walk as far as four miles. Our data suggest that
the greatest numbers of consumers came from the community
in which the markets were located, yet close to a quarter came
greater distance to utilize these markets. The more distant zip
codes represent areas with similar socioeconomic profiles,
i.e., low income, minority communities. Travelling greater
distance to this market may be a reflection of the paucity of
farmers’ markets, and healthy food options in the communities from which they come and/or they work near the market
as opposed to live near the market. The closest farmers’
market to the East Los Angeles Farmers’ Market is 5 miles
away and closest farmers’ market to the Watts Healthy
Farmers’ Markets, is 13 miles away. In contrast, many more
affluent communities have access to far more geographically
accessible markets, on more days of the week [20].
Also of interest is the finding that over 80% of consumers appear to be women who are shopping with children, quite possibly a necessity without access to
affordable childcare. Without comparable data from
farmers’ markets in more affluent communities, it is
unclear how common this may be. Nonetheless, even if
driven by necessity, it is heartening that younger generations are exposed to farmers’ markets as a viable food
venue option. Though disheartening, these findings, also
confirm evidence that immigrant and Latino consumers are
more likely to access fresh produce markets than African
American residents living in same communities [2]. Given
the demographics of East LA, it is not surprising that
nearly all consumers (93%) are Latino. However, Latinos
are disproportionately represented (78%) in South LA, in
which 40% of the community is African American. The
qualitative findings support the assumptions made among
the farmers’ market planning group that Latinos, especially
those born outside the US or with close ties to family in
Mexico and Central America, are far more likely to be
culturally familiar with fresh-air and specialty produce
markets than African Americans, many having been raised
in food environments with few outlets to fresh produce.
This study offers evidence that these farmers’ markets are
being utilized regularly, are valued, and provide access to
fresh produce in low income neighborhoods that historically
have offered limited access to quality healthy food options.
Before these markets were launched, community leaders and
residents expressed concern that farmers’ markets, while
bringing fresh produce to the community, farmers’ market
prices would be prohibitive to residents, as most are living in
poverty. Not only do these findings suggest that consumers
are satisfied and coming back, over half report incomes well
below the Federal Poverty Line. However, nearly a quarter or
a third of shoppers in both communities (23% in East LA,
31% in South LA) reported dissatisfaction with the cost of
market products. Further research should be conducted to
understand how markets determine and tailor price points for
different communities and compare costs and satisfaction
with markets in communities with more resources and
options to purchase fresh produce.
Both East and South LA share rich social and political
histories that are defined by ethnicity and culture. Residents
of East LA are nearly all of Latino heritage, most of
Mexican origin. Its diversity is defined more by acculturation than income or ethnicity. Many East LA families
have been in the area for many generations while others
have more recently migrated to the US. Historically, South
LA has been the home to Los Angeles County’s largest
African American population and has been a nexus of
African American cultural and political activism, advocacy
and leadership. In the last two decades, the demographics
of the community have shifted with Latinos now representing over half of South LA’s population. In the planning
phases of the Community Diabetes Initiative, African
American leaders from these communities played an
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instrumental role in advocating for improving access to
healthy eating choices and bringing a farmers’ market to
South LA. What is worthy of note is the disproportionately
low utilization of the farmers’ market by African American
residents in contrast to the high percentage of Latino
shoppers. It is unclear why African American families are
not coming. More research is warranted to explore possible
social, economic and/or cultural explanations of this differential and consider strategies to attract greater numbers
of African Americans to the market.
Many consumers surveyed were disappointed that the
markets did not offer a wider variety of produce and nonfood products. Certified farmers’ market sites approved by
the Los Angeles County Agricultural Commissioner and
the Health Department are part of a statewide program
meant to increase the sustainability of small farmers by
connecting the consumer and the farmer. All certified
markets are required to sell produce that is locally grown
and sold directly to the public. Southern California is a
rich, agricultural region, so farmers’ markets generally can
offer consumers a varied array of fresh and seasonal fruits
and vegetables. Nonetheless, seasonal availability and climate conditions can limit variety. Additionally, non-produce items must be produced locally. For example, baked
goods must be made from scratch locally and cannot be
prepackaged. Artisans can sell hand-made goods but cannot resell items purchased from other sources. South LA
and East LA customers’ disappointment in the variety of
choices may be driven by the fact that farmers’ markets are
new to these communities and consumers may be unaware
of the limitations of what farmers’ markets can offer.
There are a number of limitations of this research that need
to be acknowledged. These findings reflect consumer opinions
and behaviors of two communities with similar socio-economic characteristics. Funding limitations did not permit a
comparison of consumers utilizing farmers’ markets in
wealthier communities. Additionally, all surveys were anonymous and it is possible that the data include more than one
survey from some respondents, though completed at a different time. The evaluation funding we received came from
two different sources. As such, funds for incentives were only
available to respondents in South LA. This most likely
accounts for the difference in sample sizes. Further, while we
were able to track consumer utilization, attitudes and behavior
over time, we were not able to track individuals’ changes in
shopping patterns, attitudes and behavior over time.
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