Improving access to fresh produce in communities: Impact of government assistance payment options at on-site business farmers markets

In 2007, The Kern County Department of Public Health (KCDPH) in partnership with the Central California Regional Obesity Prevention Program organized its first on-site farmers market. The farmers market is recognized as the first to be certified in California on public health department grounds. With an increasing reach into the community and the implementation of government assistance payment options (i.e. Women, Infants and Children (WIC) program and food stamps), the market is improving access of fresh produce for individuals, families and employees. In 2009, the WIC farmer's market coupon redemption rate was 86.3%, approximately 28% higher than the grand opening of the 2007 market. Due to the success of the market, KCDPH was recently awarded $78,400 in grant funding to initiate Electronic Benefits Transfer (EBT) acceptance at its market. The KCDPH farmer's market is a replicable and innovative model for increasing access to fresh produce for other public health departments, businesses, and communities who are addressing obesity or food access issues. Recent funding will allow the KCDPH market to be the leading site which will expand to six other venues in the San Joaquin Valley and implement EBT payment options for customers. Policy makers and agencies are partnering with the KCDPH to institute on-site farmers markets in communities with greatest need of accessing fresh produce. Many of these communities are saturated with convenience stores and fast food restaurants that also accept EBT. The KCDPH's goal is to divert some of the EBT funding towards accessing fresh, locally grown produce.