HEALTHY CHOICES IN CHOCOLATETOWN, USA :  THE FARMERS MARKET IN HERSHEY Daniel R. George, Ph.D, M.Sc
What are farmers’ markets? <ul><li>Recurrent organizations at fixed locations where vendors sell farm products and other g...
National growth of farmers’ markets in the US <ul><li>In August 2010, the USDA reported 6,132 farmers’ markets in the US <...
What value do farmers’ markets have? <ul><li>Improving nutrition  </li></ul><ul><ul><ul><li>Increasing the accessibility o...
What value do farmers’ markets have? <ul><li>Serving environmental health </li></ul><ul><ul><ul><li>Reduce carbon footprin...
What value do farmers’ markets have? <ul><li>Stimulating local economy </li></ul><ul><ul><ul><li>According to the 2007 Cen...
What value do farmers’ markets have? <ul><li>C reating community </li></ul><ul><ul><ul><li>Revitalizing public spaces  </l...
What value do farmers’ markets have? <ul><li>Improving food security </li></ul><ul><ul><ul><li>Increase food security thro...
Farmers’ markets and health <ul><ul><li>Markets are increasingly viewed as one facet of the solution to national chronic h...
Political will behind the growth of farmers’ markets <ul><li>The President’s 2011 Budget proposes an additional $5 million...
Outline <ul><li>Background  </li></ul><ul><li>Introduction to farmers' markets  </li></ul><ul><li>The trend towards farmer...
Trend towards farmers’ markets on medical center campuses
Value added <ul><li>Mission of medical centers is not only to treat illness but also to promote wellness for patients, emp...
Outline <ul><li>Background  </li></ul><ul><li>Introduction to farmers' markets  </li></ul><ul><li>The trend towards farmer...
Outline <ul><li>Background  </li></ul><ul><li>Introduction to farmers' markets  </li></ul><ul><li>The trend towards farmer...
Founding objectives  <ul><ul><li>(1) increase community access to healthy, locally-grown foods  </li></ul></ul><ul><ul><li...
Market principles  <ul><li>80 percent producer’s-only and organic  </li></ul><ul><li>Sourcing: within an average 25-mile r...
Products
Community wellness programming <ul><li>“ Our market will make a significant contribution to the long-term wellness of the ...
“ Know Your Numbers”
Wellness partnerships
Community partnerships
Fundraisers
Chef demos/Recipe cards
Music
Community support
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Farmers market in hershey

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  • Top 10 states with the most farmers markets: California (580), New York (461), Illinois (286), Michigan (271), Iowa (229), Massachusetts (227), Ohio (213), Wisconsin (204), Pennsylvania (203) and North Carolina (182);
  • USDA: provides grants to establish and improve access to farmers’ markets
  • 40 across the US (USDA database and google)
  • Beth Bates, Kathy Morrison, Judy Dillon Free health screenings each week / Red flag numbers could be tracked, instant dietary advice given / Opportunity for student doctors and nurses to take blood pressures and give advice with trained professionals present
  • Farmers market in hershey

    1. 1. HEALTHY CHOICES IN CHOCOLATETOWN, USA : THE FARMERS MARKET IN HERSHEY Daniel R. George, Ph.D, M.Sc
    2. 2. What are farmers’ markets? <ul><li>Recurrent organizations at fixed locations where vendors sell farm products and other goods </li></ul><ul><ul><ul><li>Brown A. Counting farmers markets. Geograph Rev . 2001;91:655-675. </li></ul></ul></ul>
    3. 3. National growth of farmers’ markets in the US <ul><li>In August 2010, the USDA reported 6,132 farmers’ markets in the US </li></ul>
    4. 4. What value do farmers’ markets have? <ul><li>Improving nutrition </li></ul><ul><ul><ul><li>Increasing the accessibility of fresh fruits and vegetables at peak flavor </li></ul></ul></ul><ul><ul><ul><li>Making healthier foods available in “food deserts” </li></ul></ul></ul><ul><ul><ul><ul><li>WIC ($20 million to more than 2.2 million low income families), SNAP, SFMNP ($20 million to 800,000 low-income seniors vouchers) </li></ul></ul></ul></ul>
    5. 5. What value do farmers’ markets have? <ul><li>Serving environmental health </li></ul><ul><ul><ul><li>Reduce carbon footprint of food </li></ul></ul></ul><ul><ul><ul><ul><li>For normal grocery store produce, fruits and vegetables can travel, on average, more than 1,500 miles before reaching the final consumer. </li></ul></ul></ul></ul><ul><ul><ul><li>Support local farmers who use sustainable practices </li></ul></ul></ul><ul><ul><ul><ul><li>Healthier soils, ethical treatment of animals, low to no usage of pesticides or industrial fertilizers </li></ul></ul></ul></ul>
    6. 6. What value do farmers’ markets have? <ul><li>Stimulating local economy </li></ul><ul><ul><ul><li>According to the 2007 Census of Agriculture, in 2005, such direct sales at farmers markets exceeded $1 billion nationwide </li></ul></ul></ul><ul><ul><ul><li>Creating jobs </li></ul></ul></ul><ul><ul><ul><li>Widening local tax base </li></ul></ul></ul>
    7. 7. What value do farmers’ markets have? <ul><li>C reating community </li></ul><ul><ul><ul><li>Revitalizing public spaces </li></ul></ul></ul><ul><ul><ul><li>Building connections between consumers and producers </li></ul></ul></ul><ul><ul><ul><li>Supporting healthy lifestyles </li></ul></ul></ul><ul><ul><ul><li>Fostering community connections & social interaction </li></ul></ul></ul><ul><ul><ul><li>Encouraging exercise & fresh air </li></ul></ul></ul>
    8. 8. What value do farmers’ markets have? <ul><li>Improving food security </li></ul><ul><ul><ul><li>Increase food security through decentralizing production </li></ul></ul></ul>
    9. 9. Farmers’ markets and health <ul><ul><li>Markets are increasingly viewed as one facet of the solution to national chronic health problems </li></ul></ul><ul><ul><li>White House Task Force on Childhood Obesity Report to the President has sought a greater role of farmers’ markets in reducing childhood obesity </li></ul></ul><ul><ul><li>First Lady Michele Obama has promoted markets as part of her “Let’s Move” initiative. </li></ul></ul>
    10. 10. Political will behind the growth of farmers’ markets <ul><li>The President’s 2011 Budget proposes an additional $5 million investment in the Farmers Market Promotion Program at the USDA </li></ul><ul><li>Federal government is also investing millions of dollars to increase farmers’ markets that participate in supplemental nutrition programs </li></ul>
    11. 11. Outline <ul><li>Background </li></ul><ul><li>Introduction to farmers' markets </li></ul><ul><li>The trend towards farmers' markets on medical center campuses </li></ul><ul><li>Story of the Farmers Market in Hershey </li></ul><ul><li>Vision for the future </li></ul><ul><li>Discussion </li></ul>
    12. 12. Trend towards farmers’ markets on medical center campuses
    13. 13. Value added <ul><li>Mission of medical centers is not only to treat illness but also to promote wellness for patients, employees, and the community at large </li></ul><ul><li>Highly trafficked by health professionals and community members concerned about their health </li></ul><ul><li>Can provide a sustainable supply of students/residents, researchers, and volunteer staff for health and research initiatives </li></ul>
    14. 14. Outline <ul><li>Background </li></ul><ul><li>Introduction to farmers' markets </li></ul><ul><li>The trend towards farmers' markets on medical center campuses </li></ul><ul><li>Story of the Farmers Market in Hershey </li></ul><ul><li>Vision for the future </li></ul><ul><li>Discussion </li></ul>
    15. 15. Outline <ul><li>Background </li></ul><ul><li>Introduction to farmers' markets </li></ul><ul><li>The trend towards farmers' markets on medical center campuses </li></ul><ul><li>Story of the Farmers Market in Hershey </li></ul><ul><li>Vision for the future </li></ul><ul><li>Discussion </li></ul>
    16. 16. Founding objectives <ul><ul><li>(1) increase community access to healthy, locally-grown foods </li></ul></ul><ul><ul><li>(2) support local farmers engaged in sustainable practices by creating another venue for the sale of their goods </li></ul></ul><ul><ul><li>(3) establish opportunities for community wellness partnerships </li></ul></ul><ul><ul><li>(4) build a community space for interaction between employees of a large medical center and neighbors from surrounding neighborhoods and towns </li></ul></ul><ul><ul><li>(5) pay homage to agricultural heritage of the land surrounding PSHMC. </li></ul></ul>
    17. 17. Market principles <ul><li>80 percent producer’s-only and organic </li></ul><ul><li>Sourcing: within an average 25-mile radius (lower carbon footprint, maximize freshness) </li></ul><ul><li>All vendors have representation in association </li></ul>
    18. 18. Products
    19. 19. Community wellness programming <ul><li>“ Our market will make a significant contribution to the long-term wellness of the region and model how a partnership between a medical center and a farmers’ market can enhance the former’s capacity to provide complete care for patients and families” </li></ul>
    20. 20. “ Know Your Numbers”
    21. 21. Wellness partnerships
    22. 22. Community partnerships
    23. 23. Fundraisers
    24. 24. Chef demos/Recipe cards
    25. 25. Music
    26. 26. Community support

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