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Article
Promoting Physical Activity Among Youth Through Community-Based Prevention Marketing
Journal of School Health (2010)
  • Carol A. Bryant, University of South Florida
  • Anita H. Courtney, University of South Florida
  • Robert J. McDermott, University of South Florida
  • Moya L. Alfonso
  • Julie A. Baldwin, University of South Florida
  • Jen Nickelson, University of Alabama
  • Kelli R. McCormack-Brown, University of South Florida
  • Rita D. DeBate, University of South Florida
  • Leah M. Phillips, University of South Florida
  • Zachary Thompson, University of South Florida
  • Yiliang Zhu, University of South Florida
Abstract
Although the potential health benefits of farmers markets have been discussed for years, there is a dearth of literature to aid health educators in advocating for the development of local farmers markets. Purpose: The purpose of this manuscript is to present a case study of a rural farmers market in southeast Georgia with emphasis on operational procedures and customer satisfaction. Methods: A mini-ethnography was conducted over a seven-week period using participant observation, document review and brief interviews. Results: Observational results suggested the farmers market operates smoothly and has resulted in high levels of customer satisfaction. Challenges should be addressed, including the seasonal nature of farming and attracting those who are not already motivated to eat healthy. Innovative strategies for reaching consumers throughout the year include taking farmers markets online. Discussion: An ecological approach such as farmers markets, which reach of hundreds of rural customers each week, represents a legitimate population-based approach to addressing obesity. Translation to Health Education Practice: By working with communities to develop local farmers markets, health educators in rural communities can help increase local capacity for healthier lifestyles.
Keywords
  • Farmers market,
  • operational procedure; customer satisfaction
Publication Date
2010
Citation Information
Carol A. Bryant, Anita H. Courtney, Robert J. McDermott, Moya L. Alfonso, et al.. "Promoting Physical Activity Among Youth Through Community-Based Prevention Marketing" Journal of School Health Vol. 80 Iss. 5 (2010)
Available at: http://works.bepress.com/moya_alfonso/36/