Increasing Access and Use of Local Certified Farmers’ Markets:
Abstract
The Supplemental Nutrition Program Women, Infants, and Children provides healthy foods, nutritional education and certain referral services to low-income pregnant and post-partum women, infants, and children up to age five. Groundbreaking modifications in 2009 added cash vouchers for fruits and vegetables to WIC’s approved foods list. While these vouchers are redeemable at local Certified Farmers’ Markets, research in California exposed specific barriers to WIC participants utilizing this option. Our proposal addresses the three main deterrents to redeeming vouchers at local farmers’ markets, including: (1) lack of transportation, CFM in close proximity or knowledge of CFM location, (2) lack of nutrition and local produce education, and (3) lack of a family-oriented environment. By partnering with key organizations within the government and the community to focus on these barriers, our goal is to increase WIC recipients’ access and use of Certified Farmers’ Markets in their area. The secondary outcomes of the proposed policy are improved nutrition due to fresher, healthier choices, increased nutrition education through classes and demonstrations, and stimulation of local economies due to WIC recipients buying locally.
Increasing Access and Use of Local Certified Farmers’ Markets:
Senate Committee Health, Education, Labor and Pensions: Subcommittee Children and Families
Members:
Chairman: Sen. Rand Paul [R-KY]
Ranking Member: Sen. Robert “Bob” Casey [D-PA]
Ex-Oficio: Lamar Alexander [R-TN]
Ex-Oficio: Patty Murray [D-WA]
Michael Bennet [D-CO]
Richard Burr [R-NC]
Bill Cassidy [R-LA]
Alan “Al” Franken [D-MN]
Orrin Hatch [R-UT]
Mark Kirk [R-IL]
Barbara Mikulski [D-MD]
Lisa Murkowski [R-AK]
Pat Roberts [R-KS]
Bernard “Bernie” Sanders [I-VT]
On September 26, 1972, The Child Nutrition Act of 1966 was amended to establish the Supplemental Nutrition Program Women, Infants and Children (WIC), as a 2-year pilot program (Oliveira & Frazao, 2009). WIC provides low-income pregnant and post-partum women, infants and children access to nutritious foods by issuing cash vouchers to be used at certified locations in their area (McDonnell, Neyman Morris, & Holland, 2014). In the decades since its inception, WIC has undergone tremendous changes to remain relevant to current societal and economic needs. For example, due to reforms in the USDA Food Guidance System, groundbreaking modifications to the WIC program in October 2009 added cash vouchers for fresh fruits and vegetables (McDonnell et al, 2014).
The WIC program has garnered constant political questioning about its effectiveness. Researchers have found unconvincing pregnancy and newborn statistics, while the problem of obesity in WIC participants continues to rise (Joyce, Racine, & Yunzal-Butler, 2008). In order to improve their effectiveness, WIC must continue to improve their nutrition education and partner with other organizations to encourage healthy choices; choices including redeeming WIC vouchers for fresh, locally grown fruits and vegetables, backed with the knowledge of how to use them.
As the USDA’s third-largest food and nutrition assistance program, Federal spending on WIC accounts for 10 percent of their total spending (Oliveira & Frazao, 2009). As more individuals qualifing for WIC begin to apply for services, financial strains may begin to appear in a system that has been fully funded for many years. Introducing policies that partner with local farmers’ markets and small farms will not only reduce financial issues in the future, but will also reduce economic issues stemming from WIC programs. Partnering with local farmers’ markets and small farms will boost local economies and introduce more federal dollars at the community level.
Since 2009, research in California has shown that many cash vouchers were redeemed at local, approved retailers (McDonnell et al, 2014). These vouchers can also be used at a local Certified Farmers’ Market (CFM); however, there seemed to be specific barriers that prevented WIC participants from redeeming their vouchers at these markets. Similar studies across the country have revealed similar trends. McDonnell et al (2014) identified three key barriers to farmers’ market use. Our goal is to create a policy that overcomes these specific barriers and encourages WIC participants to utilize local farmers’ markets, instead of commercial retailers.
McDonnell et al (2014) studied the attitudes and behaviors of WIC participants in northern California regarding their perceptions and use of CFMs. This study broke the participants up by race, however the outcomes for each group were very similar. The first major barrier identified was a lack of transportation to local CFMs, a lack of CFMs in close proximity and a lack of knowledge about CFM locations. WIC participants seemed to lack the general knowledge of alternative shopping options, such as CFMs, or could not get to the locations provided.
The second barrier to redeeming vouchers at CFMs was identified as a lack of education; WIC participants were unsure of what products were available at CFMs, their nutritional values and how to select, store and/or prepare them (McDonnell et al, 2014). Finally, the third barrier identified to WIC participants utilizing CFMs was a lack of a family-friendly environment. WIC participants placed value on entertainment such as music, child-friendly activities such as petting zoo areas, and CFMs that offered products other than food items (McDonnell et al, 2014).
Our Proposal
In order to address the three barriers to CFM use, our proposal utilizes a three-part strategy. Part one addresses a lack of transportation or access to a local CFM. By offering a free shuttle bus from the WIC offices, or other designated locations, WIC participants will gain greater access to local CFMs. The free shuttle would run on a set schedule that is available to WIC participants online and from local WIC offices. WIC nutritionists are given the opportunity to promote local CFMs, while providing their clients with a reliable means to access fresh, locally grown produce. Informing WIC participants about the local CFMs is the WIC nutritionist’s most important responsibility in step one.
Additional nutrition education resources are required to overcome the second barrier to CFM use. In this step, traditional WIC nutrition classes will be supplemented with information that focuses on locally grown food sources. By partnering with the Center for Nutrition Policy and Promotion, WIC classes will include the health benefits of fresh produce and the identification, selection and preparation of local foods. Classes will be developed and supported by both the WIC nutritionists and professionals from the Center for Nutrition Policy and Promotion. Nutrition education support can also be obtained from the Office of Disease Prevention and Health Promotion. Both governmental organizations provide nutrition education and health and social service resource providers that benefit WIC nutrition education.
The second part of this step is to create WIC information booths at local CFMs. These booths will provide health and nutrition information; they will also offer demonstrations on topics such as cooking or produce selection. Information booths can also include preventative health screenings, provided by local hospitals or health care centers. In addition, these organizations, in most cases, already have large-scaled patient health education procedures in place. Events such as health fairs and workshops can be organized with collaboration between the local hospital, governmental organizations, the CFM and WIC staff.
Lastly, in order to overcome the third barrier, WIC staff will work with CFM management to provide entertainment and/or child-friendly activities at their markets. These activities are funded by CFM management, however, they would also see a significant increase in their revenues due to the additional patronage. Incentive programs may be implemented to persuade them to run a pilot program. Entertainment provided could include live music. An example of a child-friendly activity is a small petting zoos, where local farms display their animals to interact with CFM patrons and their children.
Eligibility and application is simple. All WIC participants are automatically eligible for benefits; once approved by the WIC application process, participants can take advantage of the program immediately. The benefits are listed above, including free transportation to local CFMs, extended nutrition education based on locally grown foods, information and demonstrations available at the CFMs, and a family-friendly environment at the CFM. Throughout the entire process, policy makers have the opportunity to coordinate additional programs and events with CFM managers, health educators, WIC staff, and participants.
Provider eligibility and application is slightly more difficult. Farmers and farmers’ markets must apply to become certified to accept cash vouchers within their individual state. Each state sets its own requirements that must be met by the farmers and farmers’ markets applying for certification. This ensures high quality produce that is only sold within a determined distance from its source. Most states also require farmers and farmers’ markets to complete an initial training program, with periodical training updates. Once their application is approved, a farmer or farmers’ market must sell their produce in accordance with the regulations set by the state.
Local WIC offices that are 100 percent Federally funded, will partner with WIC Farmers' Market Nutrition Program (FMNP) that are funded by the State through grants from the Food and Nutrition Service (FNS). The combination of these funds will finance the agendas described here.
This program will have a tremendous effect on WIC recipients, CFMs and local farms. WIC recipients will receive health benefits from the fresh, locally grown produce and will gain valuable nutritional education to take back to their families. CFMs will initially face an upfront financial burden, however, they will also benefit with higher customer volumes and increased sales for their vendors. Local farmers will benefit, as well. Their profits will increase with the increase of customers. Farmers in Florida were surveyed regarding their perspective on the new regulations allowing WIC participants to use their fruit and vegetable vouchers at local farmers’ markets; the resulting responses from farmers were exceedingly positive (Owens & Donley, 2015). By purchasing produce at a local CFM, WIC participants are introducing federal dollars at the community level and are promoting the expansion of the local economy.
In conclusion, Congress must implement a program to encourage WIC recipients to use their fruit and vegetable vouchers at local Certified Farmers’ Markets. With nearly 30% of our nation’s children falling into the obese category, while 91% of the U.S. farms are classified as small farms, it is time to take back the health of our country (Oliveira & Frazao, 2009). By implementing this policy, we can educate and encourage healthy food choices, while supporting our local economies. The barriers identified by McDonnell et al (2014), when examined closely, are easily removed with collaboration between key organizations. Offering free shuttle buses, demonstrations and workshops, and family-friendly environments are insignificant sacrifices to gain happy, healthy members in a sustainable, financially stable local economy.
References
Food and Nutrition Service. (2016). Fns.usda.gov. Retrieved 7 May 2016, from http://www.fns.usda.gov
Joyce, T., Racine, A., & Yunzal-Butler, C. (2008). Reassessing the WIC effect: Evidence from the Pregnancy Nutrition Surveillance System. J. Pol. Anal. Manage., 27(2), 277-303. http://dx.doi.org/10.1002/pam.20325
McDonnell, L., Neyman Morris, M., & Holland, J. (2014). WIC Participants’ Perceived Behavioral Control, Attitudes Toward, and Factors Influencing Behavioral Intentions to Redeeming Cash-Value Vouchers at Certified Farmers Markets. Californian Journal Of Health Promotion, 12(2), 22-31.
Oliveira, V. & Frazao, E. (2009). The Wic Program: Background, Trends, and Economic Issues, 2009 Edition. Economic Research Report Number 73.
Owens, N. & Donley, A. (2015). The Impact of the Farmers' Market Nutrition Program on Participating Florida Farmers: A Research Note. Journal Of Rural Social Sciences, 30(1).
WIC Farmers' Market Nutrition Program (FMNP) | Food and Nutrition Service. (2016). Fns.usda.gov. Retrieved 5 May 2016, from http://www.fns.usda.gov/fmnp/wic-farmers-market-nutrition-program-fmnp
Women, Infants and Children (WIC) Program - Minnesota Dept. of Health. (2016). Health.state.mn.us. Retrieved 6 May 2016, from http://www.health.state.mn.us/divs/fh/wic/
