Barriers to Using Urban Farmers' Markets: An Investigation of Food Stamp Clients' Perceptions

This paper explores the challenges farmers' markets face in attracting and retaining food stamp customers. Farmers' markets around the country have invested in technology and programs to accept electronic food stamps (EBT). Many of those markets are struggling to build a base of food stamp clients. We used Portland, Oregon as a case study to examine food stamp clients' perceptions of farmers' markets and grocery shopping habits. According to findings, farmers' market organizers face both negative perceptions and operational realities: higher prices, inconvenient hours, complex shopping experiences, and limited discount opportunities. The WIC Farmers' Market Nutrition Program (FMNP) appeared effective at motivating respondents to shop at markets. The FMNP may prove an effective model for using food stamp subsidies to encourage produce consumption and market use among low-income populations.