Planting Healthy Roots: A Look at the Right Choice Fresh Start Farmers Market

Purpose: The purpose was to produce, disseminate, and evaluate a documentary film featuring the process of forming and implementing a farmers' market at a federally-qualified health center (FQHC) designed to improve consumption of healthy fruits and vegetables to prevent chronic disease and increase economic opportunity for small-scale rural farmers. Methods: The coalition model of filmmaking consistent with a community-based participatory research (CBPR) approach was used. Two student filmmakers, under the direction of two researchers, senior filmmaker, and Community Advisory Council, used personal stories, community profiles, and expert interviews to describe the formation and implementation of the market in collaboration with an FQHC in rural South Carolina through documentary film. Interactive filming, producing, and editing strategies were used to develop the final version. Two community film screenings in the rural community in which filming took place, one on-campus screening, and one screening at an independent theatre were held. Results: An 18-minute documentary film was developed that captured the complexities of CBPR specifically applied to implementing an innovative farmers' market. Evaluations collected at the community film screenings demonstrated high levels of approval and satisfaction with the film and CBPR essence of the film. Community members expressed interest in using the film as a marketing tool. More than 400 copies of the DVD have been requested throughout the United States and around the world. Conclusion: Documentary film has proven to be an appropriate method to use in conjunction with CBPR approaches to document, evaluate, and disseminate process and results.