1. 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, Penn State College of Medicine
Diana Monroe, MS, CHES, RHEd, Duke University
Elizabeth Fiordalis, MA, Cleveland Clinic

2. National growth of markets in the
US

3. Trend towards farmers’ markets at
medical centers & hospitals

4. Value added by medical venue
• 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

5. Duke Hospital Farmers
Market

6. Farmers Market at The Cleveland
Clinic

7. Penn State Medical Center:
Farmers Market in Hershey

8. Collaborative research
• Undertaken in 2010-2011
• Goals:
– Learn demographics
– Guide refinements and
translation
– Inform interventions that
promote employee/community
health

9. Demographic data

10. Customer profile
100%
90%
80%
70%
60%
50% Community members
40% Patients/families
Hospital employees
30%
20%
10%
0%
Duke University Cleveland Clinic Penn State Hershey
Hospital

11. Transportation to market
100%
90%
80%
70%
60%
Shuttle
50%
Cyclling
40% Walking
Driving
30%
20%
10%
0%
Duke University Hospital Cleveland Clinic Penn State Hershey

12. Overall health rating
100%
90%
80%
70%
60%
-Fair/poor
50%
-Good
40%
-Very good
30%
-Excellent
20%
10%
0%
Duke University Cleveland Clinic Penn State Hershey
Hospital

13. Body Mass Index
Penn State Hershey
Cleveland Clinic
Mean BMI, m/kg2
Duke University Hospital
24.5 25 25.5 26 26.5 27

14. Reported medical conditions
25
20
15
10 Duke University Hospital
Cleveland Clinic
5 Penn State Hershey
0

15. Fruit and vegetable intake
70
60
50
40
>=2 fruit servings/day
30
>=3 veggie servings/day
20
>=5 total servings/day
10
0
Duke University Cleveland Clinic Penn State
Hospital Hershey

16. Price perception compared to grocery store
100%
90%
80%
70%
60%
50% -less expensive
40% -appropriate
30% more expensive
20%
10%
0%
Duke University Cleveland Clinic Penn State
Hospital Hershey

17. Desired services
80
70
60
50
40
30 Duke University Hospital
20 Cleveland Clinic
Penn State Hershey
10
0

18. 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 reach medical center
patients, families, & underserved community members
Next steps?

19. Prevention Produce

20. Mobile farmers market

21. “Prescription produce”

22. “Farm Fresh” menu

23. Community gardens

24. Social media approaches