Fighting hunger and improving the health of those who receive nutrition assistance can require creative measures. So as we celebrate USDA’s 16th annual National Farmers Market Week (August 2 -8), it’s important to remember the multitude of benefits farmers markets can offer our nation’s struggling families.
These days, low-income mothers can more easily access fresh fruits and vegetables thanks to farmers markets. And the concentration of fresh and nutritious foods found at these healthy hubs helps introduce more of our nation’s households to a variety of foods that are both good for you and taste great!
Through the USDA’s WIC Farmers Market Nutrition Program (FMNP), WIC participants are able to access locally grown fruits, vegetables, and herbs that promote the wellbeing and health of themselves and their children. Just last year, 1.6 million WIC participants received FMNP benefits which, when redeemed, surpassed $14.1 million in total revenue for participating farmers and farmers markets.
Women, infants over 4 months old, and children who are certified to receive WIC benefits are eligible to participate in the FMNP. It’s well known that farmers markets play an instrumental role in helping Americans to consume healthier foods. In fact, a recent USDA study found that almost 80 percent of farmers market shoppers mentioned access to high-quality fruits and vegetables as the reason for shopping at one. Whereas, another 65 percent of market shoppers held the perception that fruits and vegetables were fresher at farmers markets than in other stores.
FMNP recipients also receive nutrition education including how to best select, store and prepare the fresh fruits and vegetables purchased with FMNP benefits as well as encouragement to improve and expand their diets by adding fresh fruits and vegetables.
America’s farmers markets are a great place to go for fresh produce and other local products, as millions of consumers across the country have discovered. This trend for WIC participants is a true “win-win,” adding revenue opportunities for our nation’s hardworking farmers and boosting nutrition for America’s most vulnerable.