The Role of Farmers’ Markets in Two Low Income, Urban Communities

To collect consumer demographics, utilization, satisfaction, and eating and physical activity behavior information from customers
using two newly established farmers’ markets in low income urban communities in East and South Los Angeles. From April 1,
2007 through June 3, 2009, farmers’ market customers completed a short, anonymous survey. The data analysis included a descriptive
analysis of key variables and examined the number of new and repeat customers over time to track the rate of farmers’ market
use over time. Setting: The East Los Angeles Farmers’ Market and the Watts Healthy Farmers’ Market. Subjects: 415 farmers’
market customers from East Los Angeles and 1,374 from South Los Angeles. The demographic profile of farmers’ market consumers
were primarily Latina women earning less than $22,000 per year with less than 12 years of education who reported some level
of food insecurity. Most customers lived within 4 miles of the markets with repeat customers shopping twice a month or more.
Overall, customers reported high satisfaction with the farmers’ markets in each community and the majority reported positive
changes in physical activity and eating behaviors since using the market. Many consumers reported they wanted to see additional
items sold at the market, including prepared foods, non-food items and other products not allowed to be sold at certified
farmers’ markets.