Check out how several Utah farmers' markets advertise acceptance of SNAP benefits. The research poster was presented at the 2015 ACE Conference in Charleston, SC. We suggest reading the poster as a full-screen document or downloading the PDF file.

1. DISCOVERING COMMUNICATION CHANNELS USED TO ADVERTISE ACCEPTANCE OF
SNAP BENEFITS AT UTAH FARMERS’ MARKETS
DR. KELSEY HALL & KENNA MCMURRAY
• USDA requests innovative ways for farmers’ markets to accept
Supplemental Nutrition Assistance Program (SNAP) benefits from
eligible low-income residents (U.S. Department of Agriculture, 2013).
• Lack of awareness about farmers’ markets accepting SNAP benefits
keeps low-income residents from shopping (Food Research and Action Center,
2013; The Food Trust, 2014).
• Address SNAP participants’ lack of awareness through effective
marketing and promotion (The Food Trust, 2014).
• Data from part of larger study with two purposes: (1) examine
farmers’ market managers’ and vendors’ experiences with
accepting SNAP at farmers’ markets & (2) examine low-income
residents’ needs, perceptions, and present behavior of shopping at
farmers’ markets in Utah.
INTRODUCTION/NEED FOR RESEARCH
• Administered online survey to 11 managers whose farmers’
markets accepted SNAP EBT cards in Utah during the 2014 market
season.
• Questionnaire reviewed by panel of experts.
• Used Dillman’s Tailored Design Method to contact farmers’ market
managers.
• Compiled results in IBM SPSS Statistics Version 19.
METHODOLOGY
• Majority of farmers’ market managers were female (n = 9, 82.0%) with a bachelor’s degree (n = 7, 64.0%). Their experience as manager ranged from 2
months to 10 years. Seven respondents (63.6%) earned an income as market manager.
• Nine managers (82.0%) organized community outreach as job duty.
• Range of 150 to 13,000 customers attended a farmers’ market per market day.
• Range of 1 to 30 SNAP participants shopped at a farmers’ market per market day.
• Bus (n = 7, 64%), light rail (n = 3, 27%), senior transit (n = 2, 18%) & Disabled American Veteran van (n = 1, 9%) located near farmers’ markets.
• Two farmers’ market managers (n = 18.1%) wanted agencies or organizations to advertise to SNAP participants.
FINDINGS
Study conducted with funding from a 2014 USU Summer Undergraduate Research and Creative Opportunity Grant and Utah Agricultural Experiment Station Project UTAO-1112.
• Utah managers used similar communication channels as 635 farmers’ market managers in
nationwide survey: printed materials (n = 565, 89.1%), Internet (n = 534, 84.1%), billboards or
banners (n = 465, 73.2%), & agencies or word of mouth (n = 32, 5%) (U.S. Department of Agriculture, 2013).
• Continue displaying posters & flyers at public aid offices, WIC clinics, Cooperative Extension Offices,
food banks, places of worship, schools, libraries, senior citizen housing, & child care centers to reach
SNAP participants.
• Local television, radio, & newspapers are efficient & cost-effective ways to inform SNAP participants
(U.S. Department of Agriculture, 2015); Utah farmers’ market managers would reach SNAP participants by inviting
local TV and radio stations to markets.
• More Utah managers should display posters or flyers at mass transit stations or stops since
advertising on local bus & rail systems reaches SNAP participants (U.S. Department of Agriculture, 2015).
• 312 farmers’ market managers (49.1%) advertised SNAP participation during workshops, discussions, or
presentations at schools or community events.
CONCLUSIONS/IMPLICATIONS/RECOMMENDATIONS
Communication Channels Used by Managers to Advertise SNAP Acceptance at Farmers’ Market (n = 11)
Television
(n = 1, 9.1%)
Posters or flyers in mass
transit stations or stops
(n = 1, 9.1%)
Printed materials to
local businesses
(n = 1, 9.1%)
Printed materials to
healthcare facilities
(n = 1, 9.1%)
Workshops/presentations at
schools or community events
(n = 0, 0.0%)
Internet/website
(other than social media)
(n = 6, 54.5%)
Printed materials (posters,
flyers, brochures, direct mail)
(n = 9, 81.8%)
Social media
(blog, Facebook, Twitter, etc.)
(n = 8, 72.7%)
Banners
(n = 7, 63.6%)
Word of mouth
(n = 10, 90.9%)
Newspaper
(n = 4, 36.4%)
Press releases
(n = 4, 36.4%)
Radio
(n = 3, 27.3%)
Mailers or flyers to
personal residences
(n = 2, 18.2%)
Roadside sign
(n = 1, 9.1%)
Press Release
Community-based social marketing (CBSM)
(McKenzie-Mohr & Smith, 2011)
THEORETICAL FRAMEWORK
Step 1
• Select a sustainable behavior that will be promoted: SNAP
participants accessing fresh produce through farmers’
markets accepting SNAP benefits
Step 2
• Identify benefits and barriers to the behavior
Step 3
• Design strategies that use behavior change tools (social
norms, prompts, communication, incentives, & making
behavior convenient)
Step 4
• Pilot the strategies with a small segment of farmers’ market
managers
Step 5
• Evaluate the impact of the pilot after implementation NEXT STEPS:
• Surveyed low-income residents to discover
willingness to shop at farmers’ markets,
demographics, use of communication
channels, attitudes toward buying locally, &
barriers & benefits to shopping at farmers’
markets.
• Develop CBSM plan for managers to use to
advertise SNAP acceptance of SNAP benefits
at their farmers’ markets to SNAP participants.
• Pilot test CBSM plan.
• Measure impact & use of CBSM plan by
managers in this study to discover best
promotional strategy.