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Right Choice Fresh Start Farmers Market Pilot Study USC CPCRN Pilot Project.

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Presentation on theme: "Right Choice Fresh Start Farmers Market Pilot Study USC CPCRN Pilot Project."— Presentation transcript:

1 Right Choice Fresh Start Farmers Market Pilot Study USC CPCRN Pilot Project

2 Location: Orangeburg County, SC Population (2010): 95,501 o 62.2% Black, 34.3% White o Median household income (2009): $33,567 o Persons below poverty (2009): 24.5% o 67,326 in City of Orangeburg Home to 3 colleges (Claflin, SC State, Orangeburg- Calhoun Technical College). o Congressman James E. Clyburn attended SC State University Civil Rights history – site of Orangeburg Massacre.

3 Location: Orangeburg County, SC County Health Ranking (1=healthiest): 41 of 46 Overweight or Obese: 75% Diabetes: 13% 4 th highest county incidence of prostate cancer in SC

4 Site Selection Community Readiness Assessment (June-October 2010) Indictors of readiness for starting an environmental intervention focused on improving access to healthy foods at a federally qualified health center (Freedman et al., 2011)

5 Site: Family Health Centers, Inc. (FHC) Umbrella organization that operates 7 FQHCs in rural SC. o Largest site in Orangeburg Serves >22,000 patients &employs > 160 persons. Strong, community development, civil rights-focused Executive Director (retired 12/2010). Connections and involvement with local schools and universities, hospitals, churches, and city government. 50% FHC Board members are from target community. Ability to address logistical factors (e.g., space, electricity, phone, bathrooms, maintenance assistance). Vision for farmers market integrated with mission of FHC o Medical Director had a goal of reducing A1C levels after market season

6 Implementation Framework Community-based participatory research (CBPR) o Importance of context o Intervention goals and procedures developed in collaboration with community partner Flexibility of intervention to achieve multiple goals Theory-based: Food access influenced by multiple dimensions (Freedman, Blake, & Liese, under review) o Economic o Service Delivery o Spatial o Social o Temporal o Personal Data-driven: Informed by farmers market model developed with Boys and Girls Clubs and extant research on farmers markets

7 Timeline Memorandum of Agreement (10/2010) Community Visioning Meeting (11/2010), N=50 Advisory Council (2/2011-ongoing), N=9, plus 2 ex officio from FHC) Market Season (6/ /2011, 22 weeks) Documentary Screening in Community (10/2011)

8 Right Choice Fresh Start Farmers Market Project Goals 1.Increase access to healthy foods and healthcare among patients at Family Health Centers, Inc. 2.Improve dietary behaviors and A1C levels among adult patients at FHC diagnosed with diabetes. 3.Increase demand for fruits and vegetables grown by farmers in Orangeburg and the adjacent counties. 4.Disseminate findings using diverse mediums.

9 Right Choice Fresh Start Farmers Market DomainIntervention Components Spatial- temporal FM is conveniently located in a space that is accessible to participants. It is easy to get to for people traveling by car, bus, and foot. EconomicFM sells foods at fair market prices, accepts food subsidies (e.g., food stamps, farmers market vouchers), and provides financial assistance to select group of patient-customers. SocialFM developed collaboratively with regular feedback from key stakeholders (consumers and farmers). FM is tailored to the needs and interests of the target population (i.e., patients of FHC). FM is a communal space that is welcoming to all. Service Delivery FM sells a wide variety of high quality produce, setting is clean and organized, and customers are treated with respect. PersonalCustomers have knowledge, skills, and efficacy to purchase and prepare produce procured at the farmers market through patient- provider communication and activities at FM

10 Evaluation Protocol Project GoalData Collection Increase access to healthy foods and healthcare among patients at Family Health Centers, Inc. Sales receipts from farmers markets (N= ~3,700) – teleform 2 customer satisfaction surveys Survey 1, N=100 Survey 2, N=110 Customer observations (~55) Ethnographic field notes (~65)

11 Evaluation Protocol Project GoalData Collection Improve dietary behaviors and A1C levels among adult patients at FHC diagnosed with diabetes. 3 close-ended, face to face interviews with sample of randomly selected diabetic patients from FHC (N=45) Repeated measure of F/V intake 98% retention rate Medical record review (2011) for height, weight, and AIC measures

12 Evaluation Protocol Project GoalData Collection Increase demand for fruits and vegetables grown by farmers in Orangeburg and the adjacent counties. Sales receipts from farmers markets (N= ~3,700) ~22,000 units of food sold ~$15,000 revenue ~18% of sales paid with food subsidy Inventory Assessments Focus groups and interviews with farmers Farmer satisfaction surveys

13 Evaluation Protocol Project GoalData Collection Disseminate findings using diverse mediums. Pre- and post-documentary assessments at community screenings (N=68) Pre- and post-documentary assessments with mailing distributions (N already 400+)

14 Scientific Outputs: Accepted Presentations 1.Freedman, D.A., Whiteside, Y.O., Brandt, H.; Young, V.; Friedman, D.; & Hebert, J.R. (2011, April). Measuring readiness for establishing farmers markets at federally qualified health centers in South Carolina. Poster presentation at the James E. Clyburn Health Disparities Lecture Series, Columbia, SC. 2.Freedman, D.A. (2011, June). Innovative approaches for engaging communities in research. Symposium organized by Dr. Freedman for the Society for community Research and Action Conference, Chicago, IL. 3.Freedman, D.A. & Whiteside, O. (2011, June). A visioning process for generating research questions. Oral presentation at the Society for community Research and Action Conference, Chicago, IL. 4.Freedman, D.A., Young, V.M., Brandt, H.M., Armstrong, P., Cobbs, E., Friedman, D.B., & Hebert, J.R. (2011, August). Assessing readiness for establishing a farmers market at community health centers. Poster presentation at the National Association of Community Health Centers annual conference, San Diego, CA. 5.Freedman, D.A., Whiteside, Y.O., Young, V.M., Brandt, H.M., Willms, L., Hatala, J., Friedman, D.B., & Hebert, J.R. (2011, October). Pharmacies to farm stands: Assessing readiness for establishing a farmers market at a federally qualified health center. Power presentation at the 139 th Annual American Public Health Association Conference, Washington, DC. 6.Brandt, H. & Freedman, D.A. (2011, December). Planting Healthy Roots: A look at the Right Choice Fresh Start Farmers Market. Invited colloquium at the University of South Carolina Science and Health Communication Research Group, Columbia, SC. 7.Kugler, K., Freedman, D.A., Butler, P., Friedman, D., & Hebert, J. (2012, April). Farmers markets: Promoting health by connecting community members in underserved environments. Poster presentation at the 33 rd Annual Meeting and Scientific Sessions of the Society of Behavioral Medicine Conference, New Orleans, LA.

15 Scientific Outputs: Accepted Publications Freedman, D.A., Whiteside, Y.O., Brandt, H.M., Young, V., Friedman, D.B., & Hebert, J.R. (2011). Assessing readiness for establishing a farmers' market at a community health center. Journal of Community Health. DOI: /s x

16 Scientific Outputs: Papers in Progress 1.Influence of FM on F/V consumption and AIC levels among diabetics 2.Influence of patient-provider communication on usage of health center-based farmers market 3.Actors and social interactions at a health center-based farmers market 4.Sales trends and satisfaction among customers and farmers at health center-based farmers market 5.Multi-level, multicomponent evaluation approach 6.Economic opportunity for small-scale rural farmers vending at a health center-based farmers market 7.Dissemination of health innovations through documentary film

17 Community Dissemination Planting Healthy Roots Screenings o October 13, 2011, Trinity United Methodist Church, Orangeburg, SC o October 18, 2011, South Carolina State University, Orangeburg, SC o January 28, 2012, Nickelodeon Theater, Columbia, SC Documentary Distribution (free) o Mailings: December 2011-March 2012 o Available online: by April 2012 o Request free DVD at

18 Grants University of South Carolina, Science and Health Communication Research Group Grant (awarded March 2011) – funded documentary project U.S. Department of Agriculture, Community Food Project (developed but not submitted, November 2011) South Carolina Cancer Alliance (due January 2011) South Carolina Department of Agriculture, Community Transformation Grant Sub-contraction, $5M/year for 5 years with demonstrated effect (potential opportunity for evaluating SNAP usage at farmers markets)

19 Opportunities for Growth and Collaboration Expansion to more sites to test model More targeted marketing to reach low-income consumers Addition of interactive cooking classes Enhance patient-provider communication about health benefits of market/foods from market o RCFS prescription v. FHC prescription More training for farmers to use sales data for planning and economic growth

20 Acknowledgements Funders: o This RCFS pilot study was supported by the South Carolina Cancer Prevention and Control Research Network funded under Cooperative Agreement Number 3U48DP W1 from the Centers for Disease Control and Prevention and the National Cancer Institute. o Planting Healthy Roots documentary was supported by the USC Science and Health Communication Research Group. Partners: Family Health Centers, Inc., South Carolina Primary Health Care Association, RCFS Advisory Council Research Collaborators: James Hebert, Daniela Friedman, Heather Brandt, Madeline Broderick, Lyn McCracken, Tom Hurley. Research Assistants: Kassy Kugler, Lucy Willms, Natalia Carvalho, Shanna Hastie, Jason Greene, Paul Butler, Peter Georgantopoulos. Service Learning Volunteers: 22 students and community members.

21 Questions


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