Characteristics of Customers at Medical Center Farmers' Markets: A Multi-Site Survey

There are nearly 100 farmers' markets on medical center campuses, but little is known about market customer characteristics and customer perceptions. We conducted a multi-site survey of customers at farmers' markets on the campuses of the Cleveland Clinic (CC), Duke University Hospital (DUH), and Penn State Hershey Medical Center (PSHMC). Customers' mean age was approximately 45 years, and women comprised approximately 75% of market customers. Most customers reported a bachelor's degree or higher (CC: 46%; DUH: 71%; PSHMC: 68%). Approximately 70% of customers were hospital employees, although some were patients and/or family members (CC: 10%; DUH: 5%; PSHMC: 10%) and non-employee community members and students (CC: 10%; DUH: 39%; PSHMC: 19%). Customers differed in mode of transport to market, with some driving (CC: 38%; DUH: 30%; PSHMC: 93%), walking (CC: 46%; DUH: 60%; PSHMC: 4%), cycling (CC: 2%; DUH: 3%; PSHMC: 2%), and taking shuttles (CC: 7%; DUH: 6%; PSHMC: 0%); suggesting that campus design may influence active transport. The most common medical conditions reported were high blood pressure (approximately 15% of customers), high cholesterol (approximately 14%), and arthritis (approximately 12%).

Customer characteristics were similar across markets, while mode of transport to the market differed. Future medical center markets should reach out to local and patient communities, promote active transport, and differentiate themselves from other food retailers by providing unique medical screening and social opportunities.