1. SNAP Participants, Shopping at Farmers Markets, and the Role of Financial Incentives: Findings from Focus Groups APHA Annual Conference, New Orleans, November 17, 2014 Keith MacAllum, Cynthia Robins, and Mustafa Karakus, Westat Eric Sean Williams, Food and Nutrition Service, USDA

2. Presenter Disclosure Keith MacAllum The following personal financial relationships with commercial interests relevant to this presentation that existed during the past 12 months: No relationships to disclose 2

3. Research Questions  What are SNAP participants’ shopping patterns: –for groceries in general –for fruits and vegetables –at farmers markets in general –at specific farmers markets  What are the reasons for shopping or not shopping at farmers markets (FM)?  What role do financial incentives play? 3

4. Methodology  12 focus groups (N = 106 adults)  4 each in Atlanta, San Diego, and San Francisco  2 Frequent Shopper and 2 Non-Frequent Shopper groups in each city  All 4 groups in San Diego conducted in Spanish  Recruited from SNAP lists, community outreach, and Craig’s List within targeted zipcodes  Screened for frequency of shopping at target market  $60 cash incentive  Audio taped and transcribed

5. Focus Group Participant Characteristics  70% female  38% African American  36% Hispanic ( incl. all 31 San Diego participants )  85% over 30 years old ( range 21 to 79 )  22% had college degree; 25% had some college  79% frequent shoppers shopped at local target market four or more times within past 12 months  Half of the non-frequent shoppers had done so

6. General Grocery Shopping Patterns  FMs rarely mentioned as primary general shopping venue by SNAP participants  FM occasionally mentioned as the venue for shopping for fruits and vegetables, specifically  Shopped most often at large supermarkets  Shopped infrequently at convenience stores  EBT card usage highest at primary store ( supermarkets )  EBT card acceptance among top reasons for shopping at a primary store

7. Shopping at Farmers Markets  Reported higher levels of freshness and quality at FMs versus traditional supermarket  Reported that wider variety of fruits and vegetables influenced their purchases at FMs  Ability to sample food also influenced purchases  Proportion of SNAP benefits spent at FMs varied widely, 10 to 80% with majority estimating ~ 30%  Substantial numbers expressed lack of awareness that EBT was accepted at FMs  Learned that SNAP was accepted mainly through word- of-mouth, followed by mailed flyers

8. Shopping at Target Farmers Market  Well-established in community  Non-frequent shoppers also aware of market  Few participants cited signs or advertisement  Frequent shoppers shopped at target market for at least 2-3 years, with many over 5 years  Wide variation in shopping frequency, resulting in overlap in frequency between Freq and Non-Freq  Private car cited most often, followed by public transportation and walking  The 30 minute barrier  Opportunistic shopping: market was not always primary destination, but participant was “in the area”

9. Shopping at Target Farmers Market (con’t)  Effect of seasonality on shopping patterns  Purchases tended to vary: what is available; interest in new item; needs of family; and price  Price alone is not the driving factor –Good deals –Seasonality –Value

10. Reasons for Shopping at Farmers Markets  Participants cited a wide array of reasons: High-quality produce Diverse and unique products Organic / Healthier Helpful staff and sellers Preference to buy locally grown produce Opportunity to support local growers Prices at FM more transparent than supermarket  Price vs Value Community-related nature of shopping experience

11. The Social Experience  Shopping at FM described as a “social event” “for family” with opportunities for “fun” and “learning” “Enjoyable” activity vs. a routine chore “Homey” atmosphere vs. corporate environment “Personal” vs anonymous “Interactive” vs. static “Family friendly” with connection to “kinfolk” “A learning experience” and positive influence  Embedded in the community

12. Price Versus Value  Perceived cost serves either as a benefit or barrier  Non-freq shoppers tended to view prices to be higher, Freq shoppers perceived them to be lower  Most common response: “It depends”  Respondents referenced calculated budgeting and comparison shopping to maximize their benefits  Distinction between unit price and overall value –Quality –Freshness –Longer lasting –Healthier

13. Reasons for Not Shopping at Farmers Market  Inconvenience –Location / proximity –Day and Hours of operation –Preference for one-stop shopping  Lack of awareness that EBT card is accepted  Sense of feeling “unwelcome”

14. Role of Financial Incentives  Frequent shoppers more aware of incentives –SF shoppers most aware of incentives  Reliance on word-of-mouth rather than advertisements  Incentives play an important but qualified role –Non-Freq shoppers expressed greater interest in shopping at FM after learning about incentive –However, incentive did not always overcome inconvenience –And, many Freq shoppers who use incentives report they would continue shopping at FM without it  Unclear if increased shopping at FM would result in greater consumption of F&V or simply be a cost saver

15. Recommendations Policy and Programming Changes  Offer financial incentives and ease their use  Provide better and expanded advertising  Offer educational and nutritional information  Leverage the social experience dimension of FMs Structural Market Changes  Make shopping at Farmers Markets more convenient  Expand offerings of available products

16. For Additional Information Karakus, M., MacAllum, K., Milfort, R., and Hao, H. (Forthcoming, 2014). Nutrition Assistance in Farmers Markets: Understanding the Shopping Patterns of SNAP Participants. Prepared by Westat for the U.S. Department of Agriculture, Food and Nutrition Service, Office of Research and Analysis. Conducted under Contract #AG-3198-B-10-0029 with the Food And Nutrition Service Mustafa Karakus, Westat Project Director mkarakus@wesat.commkarakus@wesat.com Eric Sean Williams, FNS Project Officer eric.williams@fns.usda.goveric.williams@fns.usda.gov