Is produce less expensive at farmers markets or supermarkets in a low-income neighborhood of New York City?

Introduction: In the South Bronx (SBX) 70% of adults and 40% of children are overweight or obese. As one strategy to reduce these rates, the New York City Department of Health and Mental Hygiene (NYCDOHMH) promotes local farmers' markets via the distribution of “Health Bucks”: coupons worth $2 towards the purchase of produce. Farmers' markets provide a rare opportunity for residents in this economically disadvantaged neighborhood to gain access to fresh, affordable produce.

A 2007 study revealed SBX residents rate farmers' markets superior to supermarkets in terms of quality, variety and price. As a follow-up to the unexpected finding that farmers' markets were considered cheaper than supermarkets, the current research assesses whether price differences exist between produce at farmers' markets and supermarkets.

Methodology: In summer 2008, a convenience sample of 3 SBX farmers' markets and 9 SBX supermarkets were surveyed over a seven week period by NYCDOHMH staff. Produce was individually weighed at each location and prices recorded. Data were analyzed using t-tests.

Results: Over two-thirds of the items assessed were less expensive at farmers' markets and more than half of all items weighed more at farmers' markets. Nearly one-third of all price differences were less than $.10 per pound.

Discussion: This study confirms previous research findings that price differences are in favor of farmers' markets. Farmers' markets' non-prohibitive prices, freshness and accessibility make them viable intervention points for health promotion and education in low-income neighborhoods.