Implementation of a WIC clinic farmers’ market improves accessibility and consumption of fresh fruits and vegetables among WIC farmers’ market nutrition program participants

Few data are available concerning the socio-demographic characteristics and fruit and vegetable (F&V) purchasing behaviors of visitors attending the farmers’ markets sponsored by the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) Farmers’ Market Food and Nutrition Program (FMNP). The objectives of this cross-sectional study were to compare socio-demographics, food purchasing behaviors, and motivators for visiting a new WIC-based farmers’ market among convenience samples of WIC FMNP participants (n = 124, 30%) and non-participants (n = 291, 70%) using a customer survey (n = 415). Frequency counts and percentages were obtained while independent t-tests and Chi-square were carried out to compare WIC FMNP participants to non-WIC participants (p ≤ 0.05). The age range of most (62%) of the visitors was 25–54 and the majority were female (91%). The primary motivators for market attendance included variety of F&V (76%), quality of F&V (55%), and to purchase food grown locally (59%). The majority of the total sample agreed (88%) that shopping at the WIC-based farmers’ market increased their F&V consumption. WIC FMNP participants were further motivated by low prices (44%) and the ability to easily spend FMNP coupons (75%). Additionally, the study finds that location and convenience play a critical role in increasing FMNP coupon redemption rates.