Farmers market APHA 10-15-12
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Transcript of Farmers market APHA 10-15-12
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Characteristics of Customers at Medical Center Farmers' Markets:
A Multi-Site Survey
Daniel R. George, Ph.D, M.Sc, Jennifer Kraschnewski, MD, MPH
Liza Rovniak, Ph.D, MPH, Penn State College of Medicine Diana Monroe, MS, CHES, RHEd, Duke University
Elizabeth Fiordalis, MA, Cleveland Clinic
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National growth of markets in the US
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Trend towards farmers’ markets at medical centers & hospitals
George, DR. Kraschnewski JL. Rovniak LS. (2011). Public health potential of farmers’ markets on medical center campuses: A case study from Penn State Hershey Medical Center. American Journal of Public Health 101(12): 2226-2236.
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Value added by medical venues
• Can promote wellness and benefit communities– IRS requirement
• Can provide access to range of experts• Can provide sustainable supply of
volunteers for health screenings and other programming
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Duke Hospital Farmers Market
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Farmers Market at The Cleveland Clinic
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Penn State Hershey Medical Center: Farmers Market in Hershey
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Collaborative research
• Undertaken in 2010-2011• Goals:– Learn demographics–Guide refinements and
translation – Inform interventions that
promote employee/community health
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Demographic data
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Customer profile
Duke University Hospital
Cleveland Clinic Penn State Hershey0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Community membersPatients/familiesHospital employees
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Transportation to market
Duke University Hospital Cleveland Clinic Penn State Hershey0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ShuttleCycllingWalkingDriving
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Overall health rating
Duke University Hospital
Cleveland Clinic Penn State Hershey0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-Fair/poor-Good-Very good-Excellent
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Body Mass Index
Duke University Hospital
Cleveland Clinic
Penn State Hershey
24.5 25 25.5 26 26.5 27
Mean BMI, m/kg2
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Reported medical conditions
-hyperte
nsion
-diabetes
-heart dise
ase
-high ch
olestero
l
-arth
ritis
0
5
10
15
20
25
Duke University HospitalCleveland ClinicPenn State Hershey
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Fruit and vegetable intake
Duke University Hospital
Cleveland Clinic Penn State Hershey
0
10
20
30
40
50
60
70
>=2 fruit servings/day>=3 veggie servings/day>=5 total servings/day
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Price perception compared to grocery store
Duke University Hospital
Cleveland Clinic Penn State Hershey
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-less expensive-appropriatemore expensive
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Desired services
-child
care
-health
scree
nings
-inform
ational
booths
-enter
tainmen
t
-seati
ng area
-cookin
g dem
os0
10
20
30
40
50
60
70
80
Duke University HospitalCleveland ClinicPenn State Hershey
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Conclusions• Similarities were found across markets and customers• Markets may be an ideal place to engage customers in
nutritional counseling that PCPs may not address• Educational focus on guideline-concordant fruit and
vegetable intake would be appropriate to address• Better strategies needed to promote active transport• Better strategies needed to reach medical center
patients, families, & underserved community members
Next steps?
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Prevention Produce
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Prevention Produce
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“Prescription produce”
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“Farm Fresh” menu
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Community gardens