Perceptions of a Nonprofit Market in an Urban, Midwestern Food Desert

The community food environment can impact food security, diet quality, and chronic disease, therefore novel approaches to improve access are needed. The purpose of this study was to explore perceptions and opinions of a nonprofit market and local food environment among shoppers. Seven audio-recorded focus groups (n=33) were conducted with nonprofit market shoppers. Participants were asked about the local food system, experiences with other food resources/programs, and their experience with the nonprofit market. Content analysis was applied to the transcripts to develop themes. Participants completed demographic and food security surveys. Most participants had experienced food insecurity in the past 12 months (63%). Five themes were discovered from the focus groups: 1) food values, 2) barriers to using other food resources, 3) higher-level changes, 4) benefits of the nonprofit market, and 5) opportunities for improvement. Participants felt that the nonprofit market improved their diet and health and allowed them to stretch their budget. Nonprofit markets are a promising intervention. Low prices and extra services such as health education and screenings are important considerations when starting new food programs in low access, low-income neighborhoods.