1. business and industrial
2. agriculture and forestry
3. organic farming

impacts
A Review of Survey Data from Market Match Consumers: 2014
About Market Match
California is the most productive agricultural state in the nation: #1 in
additional $5 in tokens when they purchased tokens
agricultural sales, vegetables harvested, production of tree fruits and
worth $10 or more with their CalFresh (EBT or food
nuts, and the number of farmers’ markets. Despite this agricultural
stamp) card at the farmers’ market.
abundance, California is also #1 in the number of persons who are
food insecure. (UDSA Economic Research Service, 2013) The USDA
Other farmers’ markets across the state offer Market
defines food insecure households as those that lack the means to
Match, but not always at the same match-level or
consistently access enough food for their families. “At times during
maximum. All partners restrict the Market Match
the year, these households were uncertain of having, or unable
purchases to fresh fruits and vegetables, and do not
to acquire, enough food to meet the needs of all their members
allow the Market Match incentives to be spent on
because they had insufficient money or other resources for food.”
other CalFresh eligible products, such as bread or
dairy products.
The Market Match program was designed to address the ongoing
challenge of food insecurity in the state by linking up those who
may struggle to afford or access food directly with California
farmers through the state’s expansive network of farmers’ markets.
Market Match specifically targets families who are enrolled in the
state of California’s CalFresh food assistance program, formerly
known as Food Stamps. Market Match encourages CalFresh
recipients to increase their purchases of fresh produce from
local farmers’ markets by offering a small financial incentive.
PCFMA partners with Fresh Approach, its sister
organization, on the Market Match program. While
PCFMA takes the lead on implementing Market
Match at its farmers’ markets, Fresh Approach
raises funds to support the incentives and conducts
outreach through nutrition education in partnership
with community-based organizations throughout the
Bay Area.
PCFMA and the other participating farmers’ markets
CalFresh is the state’s largest food assistance program. It is funded
throughout California collectively share best practices
through the federal Supplemental Nutrition Assistance Program
as a part of the California Market Match Consortium
(SNAP) and provides access to food through an electronic benefit
(CMMC). The Market Match program and the CMMC
(EBT) card, similar to a debit card, to low income California families.
is coordinated by the Ecology Center.
Market Match offers CalFresh customers tokens or vouchers for
additional purchases of fresh fruits and vegetables when they spend
their CalFresh benefits at participating farmers’ markets. The Pacific
Coast Farmers’ Market Association (PCFMA) has been operating
Market Match since 2009, and during the months when the Market
Match program was offered, CalFresh customers received an
Pacific Coast Farmers’ Market Association • Page 1
California Market Match Consortium, 2014
Organizational Partner
Farmers’ Markets Operated
Agricultural & Land-Based Training Association (ALBA)
King City
Marina
Pacific Grove
Alisal Certified Natividad Medical Center Certified
Salinas Valley Memorial Hospital
Hollister Felton
Live Oak
Wastsonville
Agricultural Community Events
Santa Rosa
Agricultural Institute of Marin (AIM)
Hayward*
Newark*
Grand Lake*
Marin
Clement Street*
Stonestown*
Alchemist Community Development Corporation (ACDC)
Laguna Gateway Center*
Mather VA Hospital
Sunrise Station/year round*
American River Ranch Farm Stand
Florin Sears*
Promenade
Cesar Chavez Plaza*
Country Club Plaza*
Mack Road*
Central
Davis-Saturday & Wednesday
Sutter Davis Hospital
UC Davis
West Sacramento*
Woodland
Woodland Healthcare
California Parenting Institute
Southwest Santa Rosa
Contra Costa Certified Farmers’ Markets
Martinez Contra Costa Regional Medical Center*
Coastside Farmers' Markets
Half Moon Bay Coastside*
Pacifica*
Fresno Economic Opportunities Commission
The Market on Kern
Fresno
The Vineyards
Manchester Center
Madera County’s
Hunger Action Los Angeles (HALA)
Adams/Vermont
Gardena
Huntington Park*
Long Beach Downtown
East LA Civic Center
Monterey Park
Altadena
Mar Vista
Santa Monica Pico
Compton Blue Line
Valinda*
Vermont Village CDU
La Cienega*
Kaiser-South Bay
Pomona Valley*
Wellington Square
East Hollywood
North Coast Growers Association (NCGA)
Arcata Plaza*
Old Town
Wildberries Arcata
Henderson Center
McKinleyville
North Coast Opportunities
Ukiah*
Page 2 • Pacific Coast Farmers’ Market Association
California Market Match Consortium, 2014 Continued
Phat Beets Produce
North Oakland
Children’s Hospital
Sustainable Economic Enterprises of Los Angeles (SEE-LA)
Atwater Village*
Barnsdall*
Echo Park
Watts Healthy
Baldwin Hills Crenshaw
Hollywood
Central Avenue*
Glassell Park
Valley Farmers' Market Association
Valley
Visalia Farmers’ Market (VFM)
Visalia*
Visalia, Downtown
Visalia, Tulare Outlet Market
Independent Farmers’ Markets in CMMC
Crescent City
Laytonville
Mission Community Market
Point Reyes*
Quincy
Sebastopol
PCFMA Farmers’ Markets
25th Avenue in San Mateo
Alameda Tuesday & Saturday*
Alum Rock Village*
Belmont
Berryessa, San Jose*
Brentwood
Castro, San Francisco*
Clayton
Concord Tuesday & Thursday*
Danville
Divisadero, San Francisco
Dublin
East Plaza Union City*
East Santa Clara Street, San Jose*
Evergreen Wednesday & Sunday, San Jose*
Fairfield*
Fillmore, San Francisco*
Glen Park Village, San Francisco*
Inner Sunset, San Francisco*
Irvington, Fremont*
Jack London Square, Oakland*
Kaiser Permanente Antioch
Kaiser Permanente Fremont
Kaiser Permanente Hayward
Kaiser Permanente Oakland
Kaiser Permanente San Francisco
Kaiser Permanente San Jose
Kaiser Permanente Santa Clara*
Kaiser Permanente Union City
Kaiser Permanente Vallejo
Kaiser Permanente South San Francisco
Kaiser Permanente Walnut Creek
Livermore Thursday & Sunday*
Martinez Friday & Sunday*
Milpitas*
Mission Bay at UCSF, San Francisco
Pinole*
Pittsburg*
Pleasant Hill*
Pleasanton*
Point Richmond
Richmond Main Street
San Bruno
San Jose Downtown
San Leandro Downtown*
San Lorenzo
San Mateo*
San Pablo
Santa Clara Valley Medical Center, San Jose*
Santa Teresa, San Jose*
South San Francisco*
Union City
Upper Haight, San Francisco
Uptown Oakland*
VA Palo Alto
Vacaville*
Vallco, Cupertino*
Vallejo*
The CMMC is organized and managed by the Ecology Center. Statewide, in 2012, California farmers in CMMC farmers’ markets had EBT
sales of nearly $880,000, a 43% increase from 2011 revenue and a 171% increase from the pilot year in 2009.
*Provided responses for the survey detailed in this document.
Pacific Coast Farmers’ Market Association • Page 3
Farmers’ Market Shopping
Experience of CalFresh Customers
Length of PCFMA Farmers’ Market
Shopping Experience: 2014
The survey of CalFresh customers asked customers about
their overall farmers’ market shopping experience in
I started
last year
21%
order to assess the long term impact of the Market Match
program on farmers’ market shopping.
I have
shopped here
for 2+ years
In 2014, Market Match was offered at 153 markets statewide,
46%
19%
some of which have been in operation for several years.
I started
this year
14%
Many of these markets are also open year-round, even
during the months when the Market Match benefit is not
Today was
my first time
offered. Some of these farmers’ markets have also offered
the program for a number of years.
Length of Farmers’ Market
Shopping Experience Statewide: 2014
Nearly half of the CalFresh customers at PCFMA’s farmers’
markets said they had shopped at that farmers’ market for
more than two years. A third had started shopping at the
farmers’ market that year, with 14% making their first trip
I started
last year
to the farmers’ market the day they completed the survey.
The responses from CalFresh customers statewide was
48%
I have
shopped here
for 2+ years
similar with 48% reporting they had shopped at the farmers’
market where they completed the survey for more than
17%
26%
two years, and 9% making their first trip to that farmers’
9%
market that day.
I started
this year
Today was
my first time
A comparison of this data from PCFMA and other farmers’
markets in the California Market Match Consortium shows
PCFMA’s farmers’ markets had the largest percentage of
Length of Farmers’ Market
Shopping Experience: 2014
new shoppers, 14%, followed by HALA, NCGA, and SEE-LA
which each had 8% to 9% of CalFresh customers reporting
they were shopping the farmers’ market for the first time.
The largest group of long-time shoppers was in the farmers’
markets operated by AIM, HALA, NCGA, and SEE-LA. Each
had over 50% of CalFresh shoppers reporting they had
shopped at that farmers’ market for two years.
100%
90%
80%
70%
60%
ACDC and VFM had the highest percentage of shoppers
with less than two years of experience, ranging from 60%
to 80% each.
50%
40%
30%
20%
10%
0%
PCFMA
First time
Page 4 • Pacific Coast Farmers’ Market Association
AIM Alchemist HALA
Less than 2 years
North
Coast
SEELA
Visalia
Farmers’
Market
More than 2 years
Frequency of CalFresh
Usage at Farmers’ Market
Frequency of CalFresh/EBT Usage
at PCFMA Farmers’ Markets: 2014
Today was
my first time
The survey of CalFresh customers also asked about their
More than
10 times
23%
experience shopping at the farmers’ market with their
CalFresh benefits. One of the challenges faced by farmers’
38%
Less than
5 times
market operators is educating customers that CalFresh
can be used at the farmers’ market. Customers must also
17%
be taught the procedures to follow in order to use their
CalFresh benefits at participating farmers’ markets.
22%
Nearly a quarter of PCFMA’s CalFresh customers said they
5 to 10 times
were using their CalFresh benefits at that farmers’ market
for the first time. The largest percentage of shoppers, 38%,
said they had used their benefits at that market more than
Frequency of CalFresh/EBT Usage
at Farmers’ Markets Statewide: 2014
10 times.
Among all CalFresh customers statewide, a slightly smaller
Today was
my first time
percentage, 20% as opposed to 23% of PCFMA CalFresh
More than
10 times
20%
shoppers, said they were using their benefits at the farmers’
39%
market for the first time.
The percentage of CalFresh shoppers statewide who had
Less than
5 times
18%
used their benefits more than 10 times, 39%, was nearly
identical to the rate found in PCFMA’s farmers’ markets.
23%
5 to 10 times
CalFresh Transactions by Length of Farmers’ Market
Shopping Experience Statewide: 2014
60%
54.4%
50.6%
50%
40%
33.6%
30%
27.2%
27.9%
24%
22.1%
20%
16.4%
14.8%
12.9%
10%
7.4%
8.8%
0%
Today
Less
5 to More Today Less
5 to
More
Today Less 5 to
More
was my than 5
10 than 10 was my than 5
10 than 10 was my than 5 10
than 10
times times times
times times times
times times times
first
first
first
time
time
time
I started this year
I started last year
I have shopped here
for more than 2 years
Pacific Coast Farmers’ Market Association • Page 5
Comparing responses to the question regarding length of time shopping
at the farmers’ market and number of times using CalFresh shows a
Receipt of Market Match at PCFMA
Farmers’ Market: 2014
clear pattern for those who have shopped at the farmers’ market for a
year or longer; more than half of shoppers used their CalFresh benefits
at that farmers’ market more than 10 times. This suggests that many
CalFresh shoppers are regular farmers’ market shoppers who make
26%
multiple trips to the farmers’ market.
Even among those who had shopped at farmers’ markets more than a
73%
year, a significant percentage, 7% to 8%, reported using their CalFresh
1%
benefits at that farmers’ market for the first time that day. The survey
does not reveal why the customer had not previously used their benefits
at that farmers’ market. It could be that recent changes to their family
economic situation just recently qualified them to receive CalFresh or
Yes, I
received it
for the first
time today
Did not receive
Market Match
Yes, I received it
and had recieived
it before
that they had been shopping at the farmers’ market for a number of
years and either did not know they could use their CalFresh benefits
at the farmers’ market or had chosen to not spend their benefits there.
This would be an interesting question for future research to investigate.
Receipt of Market Match at
Farmers’ Markets Statewide: 2014
23%
Yes, I
received it
for the first
time today
75%
2%
Did not receive
Market Match
Yes, I received it
and had recieived
it before
Receipt of Market Match Benefits at the Farmers’ Market
The rules through which Market Match benefits are distributed vary among the partners of the CMMC. PCFMA provides a $5
match when a customer spends $10 or more of their CalFresh benefits. This match is limited to one per customer, per farmers’
market, per day. Other CMMC partners provide a dollar-for-dollar match up to a pre-defined limit, usually $10. The weeks and
the months that the benefits are offered also vary among the partners. As a result, not all CalFresh customers receive Market
Match benefits each time they shop at a farmers’ market.
When asked if they received Market Match benefits that day, the responses were nearly identical in PCFMA’s farmers’ markets
and among all CMMC partners statewide; around a quarter of customers said they received Market Match for the first time
that day and three-quarters said they had received the benefits previously. Only 1% to 2% said they did not receive Market
Match benefits that day.
Page 6 • Pacific Coast Farmers’ Market Association
Importance of
Market Match Benefits
CalFresh Customers Saying Market Match is
“Very Important” by Market Match Partner: 2014
The Market Match benefits were a primary motivating
factor for CalFresh customers when deciding where to
spend their CalFresh benefits; over 60% of customers in
PCFMA’s farmers’ markets and statewide said the benefits
were “Very Important – I would not have come without
them.” Around a quarter of respondents described the
benefits as “moderately important,” 9% as “slightly
important,” and just 3% said Market Match benefits were
“unimportant – I would have come without them.”
The high percentage of CalFresh customers describing
Market Match as “very important” speaks to the essential
nature of the program to enhance access to healthy
food for low income families. However, it is troubling if
those families don’t see the other benefits of shopping at
90%
81.8%
80%
70%
62.4%
63.6%
60.6%
60%
52.2%
50%
44.1%
40%
30%
20%
10%
0%
PCFMA
AIM
HALA
farmers’ markets such as supporting local farmers, fresher
North
Coast
SEELA
Visalia
Farmers’
Market
produce, and a greater variety of fresh food offerings.
The lowest rate of shoppers stating the Market Match benefits
There was considerable difference in the responses to
are “very important” was in the farmers’ markets operated by
this question among the shoppers at the farmers’ markets
SEE-LA. The fact that the highest rate and lowest rate of those
operated by CMMC partners. The highest rate of shoppers
stating Market Match is very important both came from farmers’
stating the Market Match benefits are “very important”
markets in the Los Angeles area suggests that customers’
was in the farmers’ markets served by HALA, 82%.
attitudes may be shaped in part by local community factors.
Importance of Market Match Benefits in
Shopping Decisions at PCFMA Farmers’ Markets
25%
Moderately
important
62%
Moderately
important
61%
9%
Very important - I
wouldn’t have
come without
them
Importance of Market Match Benefits in
Shopping Decisions at Farmers’ Markets Statewide
9%
Slightly
important
4%
Not important
at all - I would
have come
without them
27%
Slightly
important
Very important - I
wouldn’t have
come without
them
3%
Not important
at all - I would
have come
without them
Pacific Coast Farmers’ Market Association • Page 7
Impact of Market Match on
Farmers’ Market Shopping Trips
Impact of Market Match on
PCFMA Farmers’ Market Visits
CalFresh customers in PCFMA’s farmers’ markets and
statewide reported that due to the Market Match program,
they increased their trips to local farmers’ markets. Among
80%
CalFresh customers in PCFMA’s farmers’ markets, 80%
increased their trips to farmers’ markets while statewide 79%
5%
of CalFresh customers reported increasing their trips.
14%
Not sure
1%
Decreased
Statewide, customers in the farmers’ markets operated by
AIM reported the highest rate of increasing their trips to the
Increased
Stayed about
the same
farmers’ market, 79%. The lowest rate of customers saying
they increased their trips to the farmers’ market was in the
farmers’ markets operated by SEE-LA, 60%.
Impact of Market Match on
Statewide Farmers’ Market Visits
Accessibilty and Affordability
of Fruits and Vegetables
Among the many reasons that communities are attracted to
79%
farmers’ markets is that they can increase access to fresh and
5%
healthy food in underserved communities at a much lower
15%
startup cost than a traditional brick and mortar retailer. While
Not sure
1%
Decreased
all farmers’ markets provide access to fresh food, not all of
them exist in response to a lack of fresh food access. For
Increased
Stayed about
the same
example, PCFMA’s Danville Farmers’ Market operates in a
parking lot shared by a Lunardi’s grocery store and PCFMA’s
twice-weekly Evergreen Farmers’ Market operates in a
square bordered by a Wal-mart Neighborhood Market.
When asked about the accessibility of quality fresh fruits and
vegetables outside of the farmers’ market, the results from
PCFMA’s customers was mixed. Around a third said it was
not easy to find quality fresh fruits and vegetables outside
of the market; 10% responded “very difficult” while 29%
responded it was “difficult.” Nearly an equal percentage said
it was easy to find quality fresh fruits and vegetables outside
CalFresh Customers Saying Farmers’ Market
Trips “Increased” by Market Match Partner: 2014
90%
78.8%
80%
70%
75.8%
67%
61.6%
60%
59.5%
60.6%
SEELA
Visalia
Farmers’
Market
50%
of the farmers’ market; 16% said it was “very easy” while 22%
said it was “easy.”
The results from Market Match partners statewide was
similar, though in general more CalFresh customers said it
was easy to find quality fresh fruits and vegetables outside of
40%
30%
20%
10%
the farmers’ market; only 8% said it was “very difficult” while
23% said it was “difficult” and 17% said it was “very easy”
while 25% said it was “easy.”
Page 8 • Pacific Coast Farmers’ Market Association
0%
PCFMA
AIM
HALA
North
Coast
Accessibility of Fresh Produce Outside
of PCFMA Farmers’ Markets
Difficult
Very difficult
10%
Very easy
25%
Looking at this data by Market Match partner reveals some surprising
results. The highest rate of CalFresh customers, 37%, reporting that
quality fresh produce is hardest to access was from VFM which
operates in an agrarian community in California’s Central Valley.
The two Market Match partners serving the San Francisco Bay Area,
PCFMA and AIM, have nearly identical responses to this question.
16%
However, the two Market Match partners serving the Los Angeles
Area, SEE-LA and HALA, have very divergent results. In the farmers’
27%
markets served by HALA, one-third of respondents said fresh produce
22%
Neither easy
nor difficult
Easy
was difficult or very difficult to access while over half, 55%, said it was
easy or very easy to access. In the farmers’ markets operated by SEELA, 31% said fresh produce was difficult or very difficult to access
while 39% said it was easy or very easy to access. Other than the
Accessibility of Fresh Produce Outside
of Statewide Farmers’ Market
a majority, 52%, of customers reporting that produce is easy or very
easy to access was NCGA.
Difficult
Very difficult
8%
Very easy
farmers’ markets operated by HALA, the only other partner who had
In some communities farmers’ markets have a reputation for being
23%
more expensive places to shop than traditional brick and mortar
stores. In some cases this reputation is deserved because the farmers’
17%
markets offer products of higher quality or that are certified organic
or because the local brick and mortar stores use fresh produce items
27%
as loss leaders, selling them below cost to attract shoppers. CalFresh
25%
Easy
Neither easy
nor difficult
customers surveyed in PCFMA’s farmers’ markets tended to disagree
with the perception of farmers’ markets as more expensive. Among
PCFMA’s CalFresh shoppers over 40% said they found farmers’
market prices to be lower - 18% said they were much lower and 29%
said they were “slightly lower” - than other sources. Just a quarter
of CalFresh customers said prices were higher; 7% said they were
“much higher” and 17% said they were “slightly higher.”
The responses from CalFresh customers statewide was very similar; 16% said farmers’ market prices were “much lower” and
26% said prices were “slightly lower” while 6% said farmers’ market prices were “much higher” and 21% said prices were
“slightly higher.”
Comparing responses to this question by Market Match partner shows some similarity to the results of the question concerning
accessibility of food outside of farmers’ markets. The two Bay Area partners, PCFMA and AIM, again had similar results. Each
of these partners and the Visalia Farmers’ Market had a majority of CalFresh customers say that farmers’ market prices were
lower than other sources. The two Los Angeles Area partners, HALA and SEE-LA again had very different responses from
their customers. While a majority, 53%, of CalFresh customers in HALA’s farmers’ markets said farmers’ market prices were
higher than at other outlets, less than a third, 32% of CalFresh customers in SEE-LA’s farmers’ markets said farmers’ market
prices were higher.
Pacific Coast Farmers’ Market Association • Page 9
Impact of Market Match on
Fruit and Vegetable Purchases
Ease of Accessing Quality Produce Outside
of Farmers’ Markets by Partner: 2014
100%
One of the most important goals of the Market Match program
90%
has been to help low income families afford more fresh fruits
and vegetables. The CDC reports that the median consumption
of fruits by Californians is 1.3 times per day while the median
80%
37.3%
33.3%
37.9%
38.9%
54.5%
70%
52.1%
consumption of vegetables is 1.8 times per day. Both of these
figures are above national median of fruit consumption 1.1 times
60%
per day and vegetable consumption 1.6 times per day. For those
50%
with limited budgets, such as CalFresh recipients, it is believed
that even fewer consistently eat enough fruits and vegetables.
Over 70% of the CalFresh customers surveyed in PCFMA’s
30.3%
27.6%
28.8%
40%
30.6%
12.1%
23.9%
30%
farmers’ markets said that due to the Market Match program,
20%
they were purchasing more fruits and vegetables. Another 16%
10%
35.1%
33.3%
33.3%
AIM
HALA
36.4%
30.6%
23.9%
said their fruit and vegetable purchases remained the same while
a small percentage said the amount of fruits and vegetables they
purchased decreased.
Among CalFresh customers statewide, the impact is even more
dramatic; 80% said the amount of fresh fruits and vegetables
0%
PCFMA
Very difficult
or difficult
North
Coast
SEELA
Visalia
Farmers’
Market
Very easy
or easy
Neither easy
nor difficult
purchased increased while 11% said they remained the same.
Among Market Match partners statewide, over 90% of customers
in farmers’ markets operated by AIM and the VFM said they
PCFMA Farmers’ Market Prices
Compared to Other Sources
increased their purchases of fruits and vegetables because of
Market Match. The lowest rate of CalFresh customers saying
they increased their fruit and vegetable purchases, 67%, was in
29%
Much lower
the farmers’ markets operated by SEE-LA .
Slightly lower
18%
Not sure
21%
8%
7%
About the same
17%
Much higher
Slightly higher
Statewide Farmers’ Market Prices
Compared to Other Sources
About the
same
23%
Slightly lower
21%
Slightly
lower
26%
6%
16%
Much lower
Page 10 • Pacific Coast Farmers’ Market Association
8%
Much higher
Not sure
Price Comparison of Farmers’ Markets
and Other Sites by Partner: 2014
In addition to increasing quantity of fruits and vegetables
consumed, the Market Match program seeks to increase
the variety of fresh fruits and vegetables customers eat. A
100%
diet that includes wider variety of fruits and vegetables is
90%
16.7%
considered healthier than a diet that includes only a few
29.5%
types of fruits and vegetables.
80%
70%
50.6%
44.1%
50%
55.7%
The majority of CalFresh customers surveyed in PCFMA’s
30%
farmers’ markets said that the Market Match program allowed
60%
them to increase the variety of fresh fruits and vegetables
37.7%
50%
40%
23.3%
30%
15.6%
fruits and vegetables while 35% reported buying “some”
different kinds of fruits and vegetables. One-fifth of CalFresh
21.3%
customers reported no change in the types of produce
53.3%
purchased.
20%
10%
purchased; 38% reported buying “many” different kinds of
23.5%
32.8%
26.2%
23%
34.4%
32.4%
The results from CalFresh customers statewide was similar
with 39% reporting buying many different types of fruits and
0%
PCFMA
Much higher
or higher
AIM
HALA
North
Coast
SEELA
Visalia
Farmers’
Market
vegetables and 39% reporting buying some different kinds
of produce.
Slightly lower
or much lower
About the
same
Impact of Market Match on Produce
Purchases at PCFMA Farmers’ Markets
Not sure
Increased
11%
1%
72%
Decreased
16%
Stayed about
the same
Impact of Market Match on Produce
Purchases at Farmers’ Markets Statewide
Among Market Match partners, PCFMA had the lowest
percentage of CalFresh shoppers who said they increased the
variety of fruits and vegetables purchased, 73%. The highest
rate of CalFresh customers reporting increased variety of
Increased
produce purchased was in the VFM, 96%. All other Market
80%
Match partners had between 82% and 88% of CalFresh
11%
8%
Stayed about
the same
customers who said they increased the variety of produce
purchased due to Market Match.
1%
Decreased
Not sure
Pacific Coast Farmers’ Market Association • Page 11
Impact of Market Match
on Produce Variety Purchased
Many different
kinds of fruits
& vegetables
38%
35%
7%
Not sure
Impact of Market Matchon Produce Variety
Purchased at Farmers’ Markets Statewide
Some
different kinds
of fruits &
vegetables
39%
39%
5%
20%
Not sure
About the same kinds of
fruits & vegetables you
used to buy before
Market Match
Some
different kinds
of fruits &
vegetables
17%
About the same kinds of
fruits & vegetables you
used to buy before
Market Match
CalFresh Customers Increasing Fruit and
Vegetable Purchases by Partner: 2014
100%
Factors Driving Farmers’
Market Purchase Decisions
96%
91.8%
90%
Many different
kinds of fruits
& vegetables
86.7%
Another goal of the survey of Market Match customers
86.4%
was to better understand what motivates their food
80%
purchasing decisions. On the written survey, customers
72.4%
70%
were presented with a list of five factors that are
66.7%
commonly reported by farmers’ market shoppers as
60%
motivators of their buying decisions: locally-grown food,
organically-grown food, food that is easy to prepare, food
50%
that the family likes, and food that is healthy. Customers
40%
were asked to indicate the one item from this list that
was the most important and then indicate any others that
30%
were also important.
20%
A review of the data shows a high error rate in the
10%
responses to this question, suggesting that it may
0%
PCFMA
AIM
HALA
North
Coast
SEELA
Visalia
Farmers’
Market
have been too complicated for a self-administered
written survey. Of those who responded to the
question, 80.7% marked more than one response
as “most important” instead of only one response.
Removing those with duplicate responses allows for data
analysis but with a smaller sample size so care should be
taken when considering the results.
Page 12 • Pacific Coast Farmers’ Market Association
In PCFMA’s farmers’ markets, among CalFresh customers
identifying a single factor as most important, locally-grown
food was cited the most often, by 45% of customers. This
CalFresh Customers Buying Greater Variety
of Produce by Partner: 2014
100%
96%
was followed by organically-grown food, 26%; food that is
healthy, 16%; and then the cost of the food, 13%. There were
no responses to “food that is easy to prepare” or “food that
90%
84.4%
86.2%
AIM
HALA
87.5%
82.5%
80%
72.8%
my family likes.”
70%
The low percentage of shoppers, only 13%, reporting that the
cost of the food was the most important factor was surprising
as CalFresh customers are, by definition, low income families
with limited food budgets.
Among CalFresh customers statewide the top four results
were reported in the same order, but at slightly different
rates; locally-grown food was the most important factor
60%
50%
40%
30%
20%
for 36% of customers, organically-grown food was most
10%
important for 33%, food that is healthy was most important
0%
for 17%, and the cost of the food was most important for 9%.
PCFMA
North
Coast
Small percentages reported that the most important factor
SEELA
was food that their family likes, 4%, or food that is easy to
prepare, 1%.
Visalia
Farmers’
Market
Most Important Factor in Food Buying
Decisions at PCFMA Farmers’ Markets
Locally
grown
food
45%
Organically
grown food
26%
13%
16%
Cost of food
Healthy food
Most Important Factor in Food Buying
Decisions at Farmers’ Markets Statewide
The second part of the question was designed to allow
customers to indicate from the list of six factors, all those
that were important to them, without singling out one factor
as most important. (Please note that as customers could
Locally
grown
food
33%
36%
choose more than one item, percentages will not add to
9%
100%. Instead each response is shown as a percentage of all
CalFresh customers who answered the question by selecting
at least one item from the list.)
Organically
grown food
4%
Food my
familiy likes
17%
Healthy food
Cost of food
1%
Food that is easy
to prepare
Pacific Coast Farmers’ Market Association • Page 13
Using this measurement, locally-grown food
Important Factors for Purchasing Decisions
by CalFresh Customers: 2014
is cited as the most important factor by
CalFresh
customers
in
PCFMA’s
farmers’
90%
markets and among all Market Match partners
statewide.
In
PCFMA’s
farmers’
markets,
80%
healthy food was the second most often cited
70%
factor, followed by organically-grown food.
79.4%
These were reversed among all Market Match
partners statewide with organically-grown as
76.8%
72.2%
60%
74.6%
71.3%
50%
the second most cited factor and healthy food
as the third.
40%
In both PCFMA’s farmers’ markets and markets
30%
statewide, food that is easy to prepare was the
20%
70.8%
66%
57.5%
53.6%
45.9%
37.6%
least likely to be cited as an important factor.
31.3%
10%
Only 38% of CalFresh customers in PCFMA’s
0%
farmers’ markets and 31% of CalFresh customers
od
od
in all Market Match farmers’ markets cited ease
fo
n
of preparation as a factor they consider when
ow
ow
-g
ly
al
ft
an
y
s
Ea
s
Co
rg
O
es
pa
fo
to
ly
al
ic
c
Lo
he
r
r
-g
deciding what food to purchase.
re
od
fo
n
to
e
pr
ily
od
lik
y
lth
m
d
oo
fa
fo
ea
H
F
Statewide
PCFMA
Communication about Market Match
The survey of CalFresh customers also asked how they first learned of Market Match. The answer received most often was
that the CalFresh customers learned of Market Match at the farmers’ market; this was reported by 76% of CalFresh customers
in PCFMA’s farmers’ markets and 71% of CalFresh customers statewide. No other communications strategy was cited by more
than 15% of CalFresh shoppers.
How CalFresh Customers Learned of Market Match: 2014
80%
75.8%
71.3%
70%
60%
50%
40%
30%
20%
10%
6.7%
.5% .9%
0%
t
ke
ar
tF
l
ia
c
So
r
Se
al
s
ce
vi
’M
s
er
m
ar
A
9.8%
6.2% 7.2%
i
oc
/S
k
oo dia
eb e
ac M
4.4%
r
ye
Fl
/
er
st
Po
11.8%
F
l
en
tA
Statewide
m
se
ti
er
dv
in
Page 14 • Pacific Coast Farmers’ Market Association
.5% .4%
t
ily
am r
F
/ e
nd b
ie em
Fr M
Pr
PCFMA
7.2% 7.8%
2.1% 1.9%
D
ir
t
ec
ai
M
er
th
O
While 12% of CalFresh shoppers statewide said they learned of Market Match from friends of family, only 10%
of PCFMA shoppers did so. The county social services office was cited more often among CalFresh customers
at Market Match partners statewide, 7%, than among CalFresh customers at PCFMA’s farmers’ markets, 6%. But
posters were cited more often by PCFMA shoppers, 7%, than among Market Match partners, 4%.
This type of question can be challenging for respondents as it may be asking them to recall how they first
learned of a program that they have used for years. To test the extent to which time may have impacted
customers’ recall of how they learned about Market Match, this question was also broken down by the length of
time customers’ have been shopping the farmers’ market.
How New Farmers’ Market CalFresh Customers
Learned of Market Match: 2014
80%
70%
65.9%
60%
56.8%
50%
40%
30%
20%
10%
6.5%
6.8%
0% 4.6%
0%
t
ke
ar
s
er
m
ar
tF
l
ia
c
So
r
Se
al
s
ce
vi
’M
18.2%
15.9% 12.2%
11.4%
A
F
i
oc
/S
k
oo dia
eb e
ac M
st
Po
4.9%
r
ye
Fl
/
er
10.6%
4.6%
1.6%
0% 0%
l
t
ily
am r
F
/ e
nd b
ie em
Fr M
en
ti
er
dv
m
se
t
ec
ai
M
ir
D
er
th
O
tA
in
Pr
First Time Shoppers
First Year Shoppers
Looking at just those who said they were shopping the farmers’ market for the first time, and those who said
they had begun shopping the market that year, the overall pattern is very similar to that seen when responses
from all CalFresh customers is analyzed. Among new CalFresh customers, the percentage stating they first
learned of Market Match at the farmers’ market drops while the percentage of those who learned of Market
Match from the county social service department or from friends or family increases.
This data suggests that PCFMA and other Market Match partners appear to be doing a good job of informing
current farmers’ market customers who are enrolled in CalFresh of the Market Match program but perhaps could
assess past strategies to be more effective in partnering with county social service departments to better share
information about Market Match.
Pacific Coast Farmers’ Market Association • Page 15
Impact of Market Match on Families
The federal SNAP program, which is implemented in
California as CalFresh, is designed to provide food support
for an entire family. The amount of benefits that a family
receives is directly related to the number of persons in
the household. For example, in October, 2014, the State
of California reported that there were just over 2 million
households that participated in CalFresh with over 4 million
persons benefitting, with an average of 2.1 persons per
household.
Among CalFresh survey respondents, 59% of PCFMA
shoppers and 56% of statewide shoppers had one or
more children in their household. Households of the
survey respondents had an average of 3.3 children in each
household among statewide respondents and 3.4 children
per household in PCFMA’s farmers’ markets.
To learn more about Market Match, visit
marketmatch.org!
For
inquiries,
please
contact Carle Brinkman, Farmers’ Market
In 2014, PCFMA’s Market Match program served 1,815 unique
Access & Equity Program Manager at the
families. When the children in the household are included in
Ecology Center.
that count, PCFMA’s Market Match program benefitted over
[email protected] • (510) 548-1005
6,100 persons in 2014.
Page 16 • Pacific Coast Farmers’ Market Association
Acknowledgements
The Market Match program and this study were made possible
through the contributions of dozens of organizations and scores of
dedicated individuals.
The Market Match program in 2014 was funded by the California
pcfma.org
Department of Food and Agriculture (CDFA) through a Specialty
Crop Block Grant received by the Ecology Center. Additional
funding for the partnership between PCFMA and Fresh Approach
was received from Kaiser Permanente Northern California and Kaiser
Permanente San Mateo through their community benefit programs;
freshapproach.org
Wholesome Wave through the Double Value Coupon Program;
and Santa Clara County. None of this work or its important impact
on local communities would be possible without their generous
About the Market Match
Consumer Survey
CMMC partners collected 473 responses
from CalFresh customers while processing
their CalFresh transactions and dispersing
CalFresh and Market Match scrip to them.
The survey consisted of 14 questions,
nearly all with multiple choice answers.
The survey instrument was available in
English, Spanish and Chinese.
The survey responses were collected
between August 5, 2014 and October 23,
support.
The tremendous work of the Ecology Center to coordinate the
work of dozens of partners statewide through the management
of the California Market March Consortium cannot be understated.
The consortium was originally developed by Roots of Change and
thanks are offered to them for helping to launch this important
initiative in California.
Likewise, the members of the California Market Match Consortium
do tremendous work throughout the year to raise funds to support
this work and to sustain this work throughout the state.
Within PCFMA and Fresh Approach we must acknowledge the
2014. Each CMMC partner input responses
tremendous team effort of staff and volunteers that makes Market
from the paper surveys completed by
Match successful and which made this survey and this report
customers in their farmers’ markets into
possible. PCFMA Market Managers implement the Market Match
a SurveyMonkey tool designed by the
program every market day through direct support for CalFresh
Ecology Center. That tool served to compile
customers. In many farmers’ markets they are supported by
data from all of the participating CMMC
volunteers who give generously of their time to support PCFMA
partners. Not all partners participated in
and its farmers’ markets. The in-market team is supported by
the survey process.
members of the PCFMA Administration Team who process
thousands of dollars of CalFresh and Market Match scrip weekly and
the PCFMA Marketing & Promotions Team that develops outreach
and promotional materials to enhance awareness of Market Match.
Fresh Approach’s Program Managers and Nutrition Educators are
the face of the Market Match program in low income communities
throughout the Bay Area, helping local CalFresh customers learn
how Market Match can help buy healthier food for their families.
Finally, PCFMA and Fresh Approach offer their sincere appreciation
to the hundreds of CalFresh customers who took time out of their
day to complete the survey.
Pacific Coast Farmers’ Market Association • Page 17
925.825.9090
925.825.9101
PCFMA.ORG
Page 18 • Pacific Coast Farmers’ Market Association
5060 Commercial Circle, Ste. A, Concord, CA 94520