HEALTHY CHOICES IN CHOCOLATETOWN, USA: THE FARMERS MARKET IN HERSHEY

Daniel R. George, Ph.D, M.Sc

What are farmers’ markets?

Recurrent organizations at fixed locations where vendors sell farm products and other goods

Brown A. Counting farmers markets. Geograph Rev. 2001;91:655-675.

National growth of farmers’ markets in the US In August 2010, the USDA reported

6,132 farmers’ markets in the US

What value do farmers’ markets have? Improving nutrition

Increasing the accessibility of fresh fruits and vegetables at peak flavor

Making healthier foods available in “food deserts”

WIC ($20 million to more than 2.2 million low income families), SNAP, SFMNP ($20 million to 800,000 low-income seniors vouchers)

What value do farmers’ markets have? Serving environmental health

Reduce carbon footprint of food For normal grocery store produce, fruits and

vegetables can travel, on average, more than 1,500 miles before reaching the final consumer.

Support local farmers who use sustainable practices

Healthier soils, ethical treatment of animals, low to no usage of pesticides or industrial fertilizers

What value do farmers’ markets have? Stimulating local

economy According to the 2007

Census of Agriculture, in 2005, such direct sales at farmers markets exceeded $1 billion nationwide

Creating jobs Widening local tax base

What value do farmers’ markets have? Creating community

Revitalizing public spaces Building connections between consumers and

producers Supporting healthy lifestyles Fostering community connections & social

interaction Encouraging exercise & fresh air

What value do farmers’ markets have? Improving food security

Increase food security through decentralizing production

Farmers’ markets and health Markets are increasingly

viewed as one facet of the solution to national chronic health problems

White House Task Force on Childhood Obesity Report to the President has sought a greater role of farmers’ markets in reducing childhood obesity

First Lady Michele Obama has promoted markets as part of her “Let’s Move” initiative.

Political will behind the growth of farmers’ markets

The President’s 2011 Budget proposes an additional $5 million investment in the Farmers Market Promotion Program at the USDA

Federal government is also investing millions of dollars to increase farmers’ markets that participate in supplemental nutrition programs

Outline

Background Introduction to farmers' markets The trend towards farmers' markets

on medical center campuses Story of the Farmers Market in Hershey Vision for the future Discussion

Trend towards farmers’ markets on medical center campuses

Value added

Mission of medical centers is not only to treat illness but also to promote wellness for patients, employees, and the community at large

Highly trafficked by health professionals and community members concerned about their health

Can provide a sustainable supply of students/residents, researchers, and volunteer staff for health and research initiatives

Outline

Background Introduction to farmers' markets The trend towards farmers' markets

on medical center campuses Story of the Farmers Market in Hershey Vision for the future Discussion

Outline

Background Introduction to farmers' markets The trend towards farmers' markets on

medical center campuses Story of the Farmers Market in

Hershey Vision for the future Discussion

Founding objectives

(1) increase community access to healthy, locally-grown foods

(2) support local farmers engaged in sustainable practices by creating another venue for the sale of their goods

(3) establish opportunities for community wellness partnerships

(4) build a community space for interaction between employees of a large medical center and neighbors from surrounding neighborhoods and towns

(5) pay homage to agricultural heritage of the land surrounding PSHMC.

Market principles

80 percent producer’s-only and organic Sourcing: within an average 25-mile

radius (lower carbon footprint, maximize freshness)

All vendors have representation in association

Products

Community wellness programming “Our market will make a significant

contribution to the long-term wellness of the region and model how a partnership between a medical center and a farmers’ market can enhance the former’s capacity to provide complete care for patients and families”

“Know Your Numbers”

Wellness partnerships

Community partnerships

Fundraisers

Chef demos/Recipe cards

Music

Community support