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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
National growth of markets in the US
Trend towards farmers’ markets at medical centers & hospitals
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
Duke Hospital Farmers Market
Farmers Market at The Cleveland Clinic
Penn State Medical Center: Farmers Market in Hershey
Collaborative research
• Undertaken in 2010-2011• Goals:– Learn demographics–Guide refinements and
translation – Inform interventions that
promote employee/community health
Demographic data
Customer profile
Duke University Hospital
Cleveland Clinic Penn State Hershey0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Community membersPatients/familiesHospital employees
Transportation to market
Duke University Hospital Cleveland Clinic Penn State Hershey0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ShuttleCycllingWalkingDriving
Overall health rating
Duke University Hospital
Cleveland Clinic Penn State Hershey0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-Fair/poor-Good-Very good-Excellent
Body Mass Index
Duke University Hospital
Cleveland Clinic
Penn State Hershey
24.5 25 25.5 26 26.5 27
Mean BMI, m/kg2
Reported medical conditions
-hyperte
nsion
-diabetes
-heart dise
ase
-high ch
olestero
l
-arth
ritis
0
5
10
15
20
25
Duke University HospitalCleveland ClinicPenn State Hershey
Fruit and vegetable intake
Duke University Hospital
Cleveland Clinic Penn State Hershey
0
10
20
30
40
50
60
70
>=2 fruit servings/day>=3 veggie servings/day>=5 total servings/day
Price perception compared to grocery store
Duke University Hospital
Cleveland Clinic Penn State Hershey
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-less expensive-appropriatemore expensive
Desired services
-child
care
-health
scree
nings
-inform
ational
booths
-enter
tainmen
t
-seati
ng area
-cookin
g dem
os0
10
20
30
40
50
60
70
80
Duke University HospitalCleveland ClinicPenn State Hershey
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?
Prevention Produce
Mobile farmers market
“Prescription produce”
“Farm Fresh” menu
Community gardens
Social media approaches
