Access and education: The price of produce in Philadelphia farmers' markets and grocery stores

ISSUES: The average US fruit and vegetable intake is 3.4 servings per day, lower than the recommended five servings. Consumption of fruits and vegetables is essential for optimal child growth, weight management and chronic disease prevention. Attitudes and beliefs of the cost of fresh fruits and vegetables is a major barrier to access. Providing education about produce, specifically the price at farmers' markets and grocery stores, may increase fruit and vegetable consumption. DESCRIPTION: Attitudes and beliefs on the price of fruits and vegetables at farmers' markets and grocery stores were gauged. A total of six farmers' markets and six corresponding grocery stores were selected from different zip codes in Philadelphia to obtain a representative sample based on race and income per Census 2000 data. Ten produce items were selected for data collection based on the growing season of south eastern Pennsylvania and items purchased by WIC members during a previous study. Data collection will occur during June - September 2010. Health education materials will be created based on the results and disseminated ensuring equal access to the information. LESSONS LEARNED: Results will provide insight on access, healthful food consumption, cancer and disease prevention, economic justice, and sustainable/local practices. RECOMMENDATIONS: A follow up study to compare Philadelphia to other cities, nutrient analysis and an assessment of the environmental impact of fruits and vegetables at farmers' markets versus grocery stores would prove worthy.