If you build it, will they come? Effect of a new farmers' market on diet, food shopping, and use of nutrition assistance programs in a low-income Philadelphia neighborhood

INTRODUCTION: Previous evaluations of the effect of farmers' markets on food purchases, consumption and preferences have relied on customer surveys at markets and are therefore subject to bias. In this study, we use a pre-post design and a household sample to rigorously assess the impact of a new farmers' market in a low-income community in Philadelphia. METHODS: A geographically-stratified quasi-purposive sample of 80 households was surveyed in Summer 2010 and Winter 2010-11, prior to the opening of a neighborhood farmers' market. Respondents reported diet frequency, food shopping habits, awareness of and use of farmers' markets, and participation in nutrition assistance programs. After the market opens in June 2011, the sample will be re-interviewed in Summer 2011 and Winter 2011-12. Difference-in-difference models will compare changes in diet, shopping, market awareness and market use from 2010 to 2011 in households located very close to the farmers' market (within 4 blocks) vs. households located further from the market (up to 1.25 miles). RESULTS (preliminary): Results from the baseline surveys indicate low fresh fruit and vegetable consumption, high fat consumption, and minimal awareness of and use of farmers' markets in other Philadelphia neighborhoods. DISCUSSION: With data from the additional survey rounds to be fielded in Summer 2011 and Winter 2011-12, we will be able to assess the impact of the new farmers' market on diet, food purchases, and awareness of and use of farmers' markets. To our knowledge, this will be the first quasi-experimental impact evaluation of a farmers' market in a low-income community.