(P24-127-23) Market Managers’ Perspectives on a SNAP Nutrition Incentive Program at Farmers Markets

Objectives: The objectives of this study were to understand the impact of Double Up Food Bucks (DUFB) Heartland, a bi-state nutrition incentive program for Supplemental Nutrition Assistance Program (SNAP) participants, on sales and operations at participating farmers markets and to learn about the benefits and challenges of the program experienced by farmers markets.

Methods: In 2021 and 2022, semi-structured phone interviews were completed with market managers at participating farmers markets selected via sampling plan. Interviews were digitally recorded and transcribed verbatim. Thematic analysis was conducted using qualitative software.

Results: Twenty-eight interviews were completed with market managers at participating farmers markets. Market managers estimated a median of 15 vendors participating in DUFB at their market and a median of 20 unique SNAP customers shopping at their market on a monthly basis. Market managers felt that the marketing methods utilized, including direct mail to SNAP customers, social media, and on-site signage, were effective ways of informing SNAP customers about the program. Market managers reported that their markets’ participation in the DUFB program had led to repeat customers returning to the markets more often, an increase in the diversity of shoppers, more new customers coming to the markets and SNAP customers purchasing more fruits and vegetables. Some challenges with implementing DUFB reported by market managers included needing to be able to explain the program to a diverse customer base and the staff time needed to run the program. However, market managers would recommend the DUFB program to other market managers and emphasized that the program allows them to bring in new customers to their market and better serve their community.

Conclusions: Although some challenges with implementing DUFB were experienced, market managers reported positive experiences with implementing the DUFB program at their markets, including the benefits of increased numbers of customers and sales for vendors and the opportunity to help improve their customers’ health. Feedback provided by market managers during these interviews is being used to help improve the nutrition incentive program at participating farmers markets.

Funding Sources: USDA National Institute of Food and Agriculture