title: Characterizing customers at medical center farmers' markets.
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.
authors.affiliation: Departments of Medicine and Public Health Sciences, The Pennsylvania State University, College of Medicine, 500 University Drive, Hershey, PA, 17033, USA, jkraschnewski@hmc.psu.edu.
authors.forename: Jennifer L
authors.initials: JL
authors.lastname: Kraschnewski
authors.forename: Daniel R
authors.initials: DR
authors.lastname: George
authors.forename: Liza S
authors.initials: LS
authors.lastname: Rovniak
authors.forename: Diana L
authors.initials: DL
authors.lastname: Monroe
authors.forename: Elizabeth
authors.initials: E
authors.lastname: Fiordalis
authors.forename: Erica
authors.initials: E
authors.lastname: Bates
mesh_terms: D000046:Academic Medical Centers / Q000191:economics / Q000331:legislation & jurisprudence / Q000458:organization & administration*; D000328:Adult; D003132:Commerce; D003159:Community-Institutional Relations / Q000191:economics / Q000331:legislation & jurisprudence / Q000639:trends; D003258:Consumer Behavior / Q000191:economics / Q000706:statistics & numerical data*; D018556:Crops, Agricultural / Q000191:economics / Q000600:supply & distribution*; D003430:Cross-Sectional Studies; D005260:Female; D015438:Health Behavior; D006266:Health Education / Q000379:methods / Q000458:organization & administration*; D006293:Health Promotion / Q000379:methods / Q000458:organization & administration*; D006801:Humans; D016015:Logistic Models; D008297:Male; D008875:Middle Aged; D009657:North Carolina; D009820:Ohio; D058991:Patient Protection and Affordable Care Act; D010414:Pennsylvania; D010564:Personnel, Hospital / Q000706:statistics & numerical data; D019464:Tax Exemption / Q000191:economics / Q000331:legislation & jurisprudence