There are nearly 100 farmers’ markets on medical center campuses, but little is known about market customer characteristics and customer perceptions. We conducted a multi-site survey of customers at farmers’ markets on the campuses of the Cleveland Clinic (CC), Duke University Hospital (DUH), and Penn State Hershey Medical Center (PSHMC). Customers’ mean age was approximately 45 years, and women comprised approximately 75% of market customers. Most customers reported a bachelor’s degree or higher (CC: 46%; DUH: 71%; PSHMC: 68%). Approximately 70% of customers were hospital employees, although some were patients and/or family members (CC: 10%; DUH: 5%; PSHMC: 10%) and non-employee community members and students (CC: 10%; DUH: 39%; PSHMC: 19%). Customers differed in mode of transport to market, with some driving (CC: 38%; DUH: 30%; PSHMC: 93%), walking (CC: 46%; DUH: 60%; PSHMC: 4%), cycling (CC: 2%; DUH: 3%; PSHMC: 2%), and taking shuttles (CC: 7%; DUH: 6%; PSHMC: 0%); suggesting that campus design may influence active transport. The most common medical conditions reported were high blood pressure (approximately 15% of customers), high cholesterol (approximately 14%), and arthritis (approximately 12%). Customer characteristics were similar across markets, while mode of transport to the market differed. Future medical center markets should reach out to local and patient communities, promote active transport, and differentiate themselves from other food retailers by providing unique medical screening and social opportunities. Learning objectives: Describe a multi-site survey of customers at farmers’ markets on the campuses of the Cleveland Clinic (CC), Duke University Hospital (DUH), and Penn State Hershey Medical Center (PSHMC).Compare results between the three medical center farmers’ marketsDiscuss the implications of our results for the development of future markets on medical center campuses
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);
60 across the US (USDA database and google)
Medical home concept
nearly one-half of market customers were not meeting guidelines and could benefit from further intervention.
1 in 10 actually felt the prices were less expensive
Pilot program – giving prescriptions to patients for produce at farmers markets, and then tracking blood pressure, weight, BMI, weight gain in pregnant women, etc . Will serve 100 families and six farmers markets during 2010 season with plans to expand. “Maine, Massachusetts tackle healthy eating.” The Nation’s Health. Oct 2010: 9.
“Let thy food be thy medicine” – Hippocrates
APHA - Farmers market data
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
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 range of experts• Can provide sustainable supply of volunteers for health screenings and other programming
Customer profile100%90%80%70%60%50% Community members40% Patients/families Hospital employees30%20%10% 0% Duke University Cleveland Clinic Penn State Hershey Hospital
Transportation to market100%90%80%70%60% Shuttle50% Cyclling40% Walking Driving30%20%10% 0% Duke University Hospital Cleveland Clinic Penn State Hershey
Overall health rating100%90%80%70%60% -Fair/poor50% -Good40% -Very good30% -Excellent20%10% 0% Duke University Cleveland Clinic Penn State Hershey Hospital
Body Mass Index Penn State Hershey Cleveland Clinic Mean BMI, m/kg2Duke University Hospital 24.5 25 25.5 26 26.5 27
Reported medical conditions25201510 Duke University Hospital Cleveland Clinic 5 Penn State Hershey 0
Fruit and vegetable intake70605040 >=2 fruit servings/day30 >=3 veggie servings/day20 >=5 total servings/day100 Duke University Cleveland Clinic Penn State Hospital Hershey
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
Desired services807060504030 Duke University Hospital20 Cleveland Clinic Penn State Hershey10 0
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?