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Characteristics of Customers atMedical Center Farmers Markets:      A Multi-Site Survey            Daniel R. George, Ph.D,...
National growth of markets in the              US
Trend towards farmers’ markets at   medical centers & hospitals
Value added by medical venue• Can promote wellness and benefit  communities  – IRS requirement• Can provide access to rang...
Duke Hospital Farmers               Market
Farmers Market at The Cleveland            Clinic
Penn State Medical Center:Farmers Market in Hershey
Collaborative research• Undertaken in 2010-2011• Goals:  – Learn demographics  – Guide refinements and    translation  – I...
Demographic data
Customer profile100%90%80%70%60%50%                                                               Community members40%    ...
Transportation to market100%90%80%70%60%                                                                          Shuttle5...
Overall health rating100%90%80%70%60%                                                                 -Fair/poor50%       ...
Body Mass Index    Penn State Hershey        Cleveland Clinic                                                             ...
Reported medical conditions25201510                       Duke University Hospital                         Cleveland Clini...
Fruit and vegetable intake70605040                                                       >=2 fruit servings/day30         ...
Price perception compared to grocery store  100%  90%  80%  70%  60%  50%                                                 ...
Desired services807060504030                      Duke University Hospital20                      Cleveland Clinic        ...
Conclusions• Similarities were found across markets and customers• Markets may be an ideal place to engage customers in  n...
Prevention Produce
Mobile farmers market
“Prescription produce”
“Farm Fresh” menu
Community gardens
Social media approaches
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APHA - Farmers market data

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APHA - Farmers market data

  1. 1. Characteristics of Customers atMedical Center Farmers Markets: A Multi-Site Survey Daniel R. George, Ph.D, M.Sc, Jennifer Kraschnewski, MD, MPH, Liza Rovniak, Ph.D, Penn State College of Medicine Diana Monroe, MS, CHES, RHEd, Duke University Elizabeth Fiordalis, MA, Cleveland Clinic
  2. 2. National growth of markets in the US
  3. 3. Trend towards farmers’ markets at medical centers & hospitals
  4. 4. Value added by medical venue• Can promote wellness and benefit communities – IRS requirement• Can provide access to range of experts• Can provide sustainable supply of volunteers for health screenings and other programming
  5. 5. Duke Hospital Farmers Market
  6. 6. Farmers Market at The Cleveland Clinic
  7. 7. Penn State Medical Center:Farmers Market in Hershey
  8. 8. Collaborative research• Undertaken in 2010-2011• Goals: – Learn demographics – Guide refinements and translation – Inform interventions that promote employee/community health
  9. 9. Demographic data
  10. 10. Customer profile100%90%80%70%60%50% Community members40% Patients/families Hospital employees30%20%10% 0% Duke University Cleveland Clinic Penn State Hershey Hospital
  11. 11. Transportation to market100%90%80%70%60% Shuttle50% Cyclling40% Walking Driving30%20%10% 0% Duke University Hospital Cleveland Clinic Penn State Hershey
  12. 12. Overall health rating100%90%80%70%60% -Fair/poor50% -Good40% -Very good30% -Excellent20%10% 0% Duke University Cleveland Clinic Penn State Hershey Hospital
  13. 13. Body Mass Index Penn State Hershey Cleveland Clinic Mean BMI, m/kg2Duke University Hospital 24.5 25 25.5 26 26.5 27
  14. 14. Reported medical conditions25201510 Duke University Hospital Cleveland Clinic 5 Penn State Hershey 0
  15. 15. Fruit and vegetable intake70605040 >=2 fruit servings/day30 >=3 veggie servings/day20 >=5 total servings/day100 Duke University Cleveland Clinic Penn State Hospital Hershey
  16. 16. Price perception compared to grocery store 100% 90% 80% 70% 60% 50% -less expensive 40% -appropriate 30% more expensive 20% 10% 0% Duke University Cleveland Clinic Penn State Hospital Hershey
  17. 17. Desired services807060504030 Duke University Hospital20 Cleveland Clinic Penn State Hershey10 0
  18. 18. Conclusions• Similarities were found across markets and customers• Markets may be an ideal place to engage customers in nutritional counseling that PCPs may not address• Educational focus on guideline-concordant fruit and vegetable intake would be appropriate to address• Better strategies needed to reach medical center patients, families, & underserved community members Next steps?
  19. 19. Prevention Produce
  20. 20. Mobile farmers market
  21. 21. “Prescription produce”
  22. 22. “Farm Fresh” menu
  23. 23. Community gardens
  24. 24. Social media approaches

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