1. Characterizing customers at medical center farmers' markets.
- Author
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Kraschnewski JL, George DR, Rovniak LS, Monroe DL, Fiordalis E, and Bates E
- Subjects
- Academic Medical Centers economics, Academic Medical Centers legislation & jurisprudence, Adult, Commerce, Community-Institutional Relations economics, Community-Institutional Relations legislation & jurisprudence, Community-Institutional Relations trends, Consumer Behavior economics, Crops, Agricultural economics, Cross-Sectional Studies, Female, Health Education methods, Health Promotion methods, Humans, Logistic Models, Male, Middle Aged, North Carolina, Ohio, Patient Protection and Affordable Care Act, Pennsylvania, Personnel, Hospital statistics & numerical data, Tax Exemption economics, Tax Exemption legislation & jurisprudence, Academic Medical Centers organization & administration, Consumer Behavior statistics & numerical data, Crops, Agricultural supply & distribution, Health Behavior, Health Education organization & administration, Health Promotion organization & administration
- Abstract
Approximately 100 farmers' markets operate on medical center campuses. Although these venues can uniquely serve community health needs, little is known about customer characteristics and outreach efforts. Intercept survey of markets and market customers between August 2010 and October 2011 at three medical centers in different geographic regions of the US (Duke University Medical Center, Cleveland Clinic, and Penn State Hershey Medical Center) were conducted. Markets reported serving 180-2,000 customers per week and conducting preventive medicine education sessions and community health programs. Customers (n = 585) across markets were similar in sociodemographic characteristics--most were middle-aged, white, and female, who were employees of their respective medical center. Health behaviors of customers were similar to national data. The surveyed medical center farmers' markets currently serve mostly employees; however, markets have significant potential for community outreach efforts in preventive medicine. If farmers' markets can broaden their reach to more diverse populations, they may play an important role in contributing to community health.
- Published
- 2014
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