Evaluation of an Educational Initiative to Promote Shopping at Farmers’ Markets Among the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) Participants in New York City

Public Health Solutions' (PHS) Neighborhood WIC (The Special Supplemental Nutrition Program for Women, Infants, and Children) serves approximately 43,000 women and families at eight locations in high-need communities in New York City. Farmers' markets (FMs) exist in many low-income areas, and, coupled with incentives and benefits, are viable venues for WIC participants to purchase affordable produce. During the 2015 FM season (July-November), PHS launched a campaign to change participants' knowledge, attitudes, and shopping habits at FMs. WIC center staff were provided with educational materials, were trained to educate participants on FM locations and how to use their benefits at FMs, and provided tours for participants at nearby markets. To assess changes in knowledge, attitudes, and behaviors, staff administered surveys to 404 matched participants before and after the initiative. For all variables below, McNemar's test was conducted and demonstrated statistically significant increases from pre-season to post-season (p < 0.001 for all variables). After the initiative compared to before, a higher percentage of participants had heard of FM Nutrition Program (FMNP) checks (51% pre-74% post) and of Health Bucks (13-24%). Additionally, a higher percentage knew that WIC checks can be used at FMs (38-53%), knew that Supplemental Nutrition Assistance Program (SNAP/EBT) can be used at FMs (20-32%), had shopped at a FM (58-75%), and had used their FMNP checks at a FM (48-66%). These results suggest that promoting the use of WIC and SNAP benefits at FMs resulted in positive change.