DUFB Evaluation Report 2012 - Fair Food Network

Table of Contents1Executive Summary3DUFB Overview5Evaluation Overview & Methods6Evaluation Findings17DUFB Policy Work18Results & Recommendations19Double Up Food Bucks Funders20Appendices

Michigan — the Sales LeaderMichigan continues to lead the Midwest in SNAP sales at farmers’ marketsDUFB is highly likely to be one reason why SNAP redemptions at farmers’ markets in Michigan are greater than in any otherMidwestern state by a significant factor.$1,600,000$1,400,000$1,200,000$1,000,000$1.08M$1.53MSNAP Sales 2010SNAP Sales 2011SNAP Sales 2012$800,000$600,000$579K$400,000$200,000$0$192K$201K$149K$167K$171K$110K$91.2K$105K$66.9K$41.1K$49.0K$8.34K $20.5K $30.3K$20.0KIllinois Indiana Michigan Minnesota Ohio WisconsinSource: USDAKey Impacts• Total customer visits to participating farmers’ markets were double the number in 2011.• 100% of farmers’ market managers would participate in DUFB again.• 92% of farmers report selling more fruits and vegetables.• 83% of farmers say they make more money at the farmers’ markets with DUFB.• 28% of farmers plan to grow more produce next year because of DUFB and 29% plan to grow a greater variety.• 96% of customers said they would participate in DUFB again and would like it expanded to more places.• 78% of customers reported that because of DUFB they increased the amount of fruits and vegetables they buy.• 81% of customers tried different kinds of fruits and vegetables.• 69% of customers made more trips to the farmers’ market.2

Evaluation Overview & MethodsFFN has contracted with JFM Consulting, a Detroit-based firm with decades of experience evaluating health and food accessprograms, to fully evaluate DUFB. The three-year evaluation is primarily designed to measure the impact of DUFB incentives onparticipating farmers’ markets, farm vendors, and SNAP customers.The evaluation has three applications:1. It informs FFN of opportunities for strengthening the program and making course corrections along the way.2. It provides the basis for replicating this type of incentive program in other regions.3. FFN uses the evaluation results to inform the broader policy discussions taking place around the reauthorization of theFarm Bill.MethodsJFM Consulting has assembled an evaluation advisorycommittee made up of key stakeholder groups to guide theevaluation and provide input on data collection methodsand instruments and insight on findings.Evaluation data are collected from all participating DUFBmarkets using multiple sources and methods, includingsurveys of customers and farmer-vendors.The customer and vendor surveys were administered inperson by trained community resident data collectorsidentified with the assistance of farmers’ market staff. Atotal of 298 customer surveys and 121 vendor surveys werecollected in 2012. The evaluation also included a webbased,self-administered survey by 42 market managers.The evaluation further drew from an analysis of DUFBprogram records provided by FFN from 2009-2011and interviews with FFN staff and other key programstakeholders, as well as structured observations made at themarkets participating in the surveys. (A description of thedata collection strategy is provided in Appendix B.)Guiding EvaluationQuestions1. What is the impact of the DUFB incentives onthe purchasing habits of SNAP customers?• To what extent is the DUFB incentiveprogram increasing the use of farmers’markets by SNAP customers (both newand returning)?2. What is the impact of the DUFB incentiveprogram on vendors, markets, and the localeconomy?• To what extent do DUFB incentivescontribute to the stability andsustainability of the markets?3. What are the strengths and barriers, bestpractices, and lessons learned aroundimplementing the DUFB incentives inindividual markets and across different typesof markets?4. What are the factors, either positive ornegative, that influence the use of farmers’markets by SNAP customers?• What demographic differences, if any,influence the purchasing habits of SNAPcustomers?• What strategies are used to market theDUFB program to customers, and whatmethods are most effective at attractingSNAP customers to farmers’ markets?• In what ways are the participating farmers’markets increasingly becoming socialgathering places?5

Evaluation FindingsMarket CharacteristicsSeventy-five locations participated in the 2012 DUFBprogram. The markets were spread across Michigan,with the addition of two markets in Toledo, Ohio. Themost densely populated areas of Michigan, such asDetroit, Grand Rapids, Lansing, and Ann Arbor, hadmultiple participating markets. This allowed FFN to focusmarketing strategies in these areas and, in some cases,fostered relationships between markets. Most of the newmarkets this year were located in Kent County, Detroitand the Southeast geographic areas.In 2011, the 55 participating markets were categorized bysize and area. This year a new typology was developedthat is a mixture of size, location, traffic, and the extent towhich the market is well established.Approximately one half of all the markets participatingin 2012 were managed by a nonprofit organization orbusiness. About 18 percent were run by a DowntownDevelopment Authority or a Chamber of Commerce,16 percent were run by the city, and 13 percent wereindependently-owned farmers’ markets, run by a vendorboard.Double Up Food Bucks began at five markets in Detroit in September 2009 andgrew to 55 markets in 2011. Between June and December 2012, it expandedthroughout Michigan to more than 75 markets, reaching thousands of Michiganresidents and benefitting more than 700 local farmers with more than $1.9million in combined sales from SNAP benefits and Double Up Food Bucks.6

2012 DUFB Farmers’ Markets: By TypeD18, 24%E3, 4%C20, 27%F4, 5%A11, 15% AB19, 25%Large, high traffic urban or nearsuburban marketB Small to medium urban, wellestablished marketC Small, urban/suburban neighborhood— new or low traffic marketD Small rural town center marketE Medium to large rural towncenter marketFFarmstand/Produce marketTotal Combined SNAP and DUFB Use by Year$1,913,349Double Up Food BucksSNAP$1,307,548$203,545$38,30220095 Markets201015 Markets201155 Markets201275 Markets7

DUFB Impact on MarketsIn an effort to learn more about the impact of the DUFBprogram on farmers’ markets, a web-based survey emailedto 75 market managers was conducted in late Septemberand October of 2012; the response rate was 56 percent. Inaddition to questions concerning satisfaction with the DUFBprogram, marketing, and communications, the survey wasdesigned to capture observed changes in the market as aresult of the DUFB program.Positive Perceptions of DUFB Impacton MarketsOverall, 89 percent of market managers either stronglyagreed or somewhat agreed that as a result of the DUFBprogram, the market benefited from new customers, with93 percent agreeing that repeat customers were returningto the market more often. And 78 percent agreed thatpeople are not just looking—they are buying.From 2011 to 2012, participating markets saw:• an overall increase of 16% in the total number of SNAPusers at markets;• a nearly 50% increase in SNAP dollars distributed;• a 54% increase in SNAP dollars redeemed.Challenges & SolutionsChallengesIn 2012, nearly 20 percent of market managers agreed that market traffic moved lesssmoothly with the DUFB token system in place than without it, and about 64 percent agreedthat dealing with customers was more time-consuming.SolutionsDuring the 2012 market season, Fair Food Network conducted a pilot of a mobile electronicpayment system for processing DUFB in markets Kent County. Vendors were givensmartphone devices to process payments at the point of sale to customers with a Bridge Cardand an additional form of identification.The benefits of using the electronic payment system were found to be:• reduces the time spent by vendors and market managers counting tokens andcomputing sales;• reduces the likelihood of DUFB being spent on ineligible products; and• prices do not have to be in dollar increments.The most common challenge for vendors in using the mobile electronic payment systemwas the reliance on wireless (wifi) connectivity, which is often a problem in open air farmers’markets. Fair Food Network will improve the mobile electronic processing system in 2013 andcontinue the pilot in Kent County.8

DUFB Impact on VendorsOver one hundred farmer vendors completed a surveyabout their experiences with the DUFB program and itsimpact on their operations. As in 2011, vendors in allmarkets perceived the impact of the program on their salesas positive. More than 90 percent of all vendors, whetherat rural, urban, or suburban markets, reported that theysold more fresh fruits and/or vegetables because of theDUFB program, and 85 percent reported making moremoney at the market because of the DUFB program, bothmeasurements up slightly from 2011.Vendors said they definitely sold more because of DUFBand were very happy with the results of the program.Returning vendors grew more produce this year, werehappy to be part of DUFB, and were seeing increasedsales. During 2011 and 2012, 45 percent and 39 percentof farm vendors respectively reported that at least onequarter of their sales were from DUFB transactions.DUFB Impact on CustomersOne of the primary objectives of the DUFB program is tounderstand the effectiveness of this financial incentiveprogram to promote healthier food choices among SNAPcustomers. A DUFB customer survey was conducted ateleven market locations: seven urban, two suburban, andtwo rural. The total number of customers surveyed was 298.The majority of customers surveyed (82 percent) werefemale.Customers represent a wide range of age groups. Thelargest base of customers was in the 35 to 44 age group (23percent), followed closely by 45 to 54 year-olds (20 percent)and 55 to 64 year-olds (18 percent).DUFB Customers: By Race and Ethnicity(n=293)2% 3% 1%Black or African AmericanHispanic, Latino or SpanishWhite39%50%AsianAmerican IndianHawaiian or Other Pacific Islander5%9

Because my farmers’ market participates in DUFB...More newcustomers arecoming to thismarket60%45%37%43%2011 201210%3%0% 2% 0% 0%StronglyAgreeSomewhatAgreeNeitherAgree/DisagreeSomewhatDisagreeStronglyDisagreeRepeatcustomersreturn to thismarket moreoften46% 48% 40%45%11% 8%3% 0% 0% 0%StronglyAgreeSomewhatAgreeNeitherAgree/DisagreeSomewhatDisagreeStronglyDisagree33% 35% 42% 43%People are notjust looking,they are buying11%15%0%5%3% 3%StronglyAgreeSomewhatAgreeNeitherAgree/DisagreeSomewhatDisagreeStronglyDisagree10

I sell more fresh fruits and/or vegetablesbecause of DUFB.53% 52%32%50%2011 201240%30%20%10%39%12%8%Highlights of 201290% of vendors reported sellingmore fresh fruits and/orvegetables because of DUFB86% of vendors reported thatnew customers shop at theirstands or stalls more oftenbecause of DUFB86% of vendors said they hadmore repeat customers becauseof DUFB0%StronglyAgreeSomewhatAgreeNeitherAgree/Disagree1% 2% 2% 0%SomewhatDisagreeStronglyDisagreeIn general, how much of your sales arethrough DUFB transactions?63%60% 58%2011 201250%40%30%37%33%20%10%4% 3%1% 1% 0% 0%0%Less than 25%of salesBetween 25%to half of salesAbout halfof salesMore than halfof salesClose to allof sales12

Because of DUFB I make more money at this market.50%48%2011 201240%42%43%30%29%20%19%15%10%3%0%StronglyAgreeSomewhatAgreeNeitherAgree/Disagree0%SomewhatDisagree2% 0%StronglyDisagreeChanges Observed byMarket Managers SinceParticipating in DUFB• A more diverse customer base, including younger families andlower-income individuals• More/new customers• Increased EBT sales reported by vendorsAdditionally, a few market managers offered insights into the effect the program is having onmarkets:“[We see] a more diverse customer base – we are seeing a TRUE picture of our local socioeconomicsituation and a TRUER picture of who lives in our community now that ALLcommunity members have access to buy at THEIR farmers’ market.““After the DUFB marketing campaign, we saw a significant increase in SNAP users at ourmarket, which we noticed also increased the diversity of our customer base.”“I think more people on food assistance are coming to the market because of the DUFB match.”13

Encouraging SNAP Customers to Purchase Food at the Farmers’ MarketDUFB customers were asked whether it was the first time they visited the market, used SNAP at the market, or used DUFB.More than 85 percent of the customers surveyed across the eleven markets had been to the farmers’ market before. Therewere fewer customers who used SNAP and DUFB at the farmers’ market for the first time in 2012 compared to 2011, indicatinga growing group of repeat customers year to year.A total of 13,306 customers used SNAP for the first time at the farmers’ market during the 2012 DUFB season.Slightly more than half of the respondents indicated that DUFB was one of the reasons they were going to the farmers’ market.And the majority of customers (95 percent) found it easy to get to their respective markets. Ninety-seven percent of customersreported that it takes 20 minutes or less to get to the market (up from 80 percent in 2011).During the summer, “the farmers’ market” was the most popular response (68.4 percent) to the question of where DUFBcustomers bought fruits and vegetables, a significant increase from 2011. Next was the supermarket or grocery store, followedby the large multi-purpose store.Customers who have used DUFB more than once were asked whether their purchasing habits had changed. Overall, manycustomers credit DUFB for changing their purchasing habits:• 79% of the respondents indicated that DUFB was “very important” in their decision to spend their SNAP benefits atfarmers’ markets;• 78% of customers indicated that they purchased more fruits and vegetables in general because of DUFB; and• More than 80% of customers indicated that they bought different kinds of fruits and vegetables because of DUFB.Market managersfrom participatingDUFB markets wereasked about feedbackfrom customers. Someof their commentsinclude:“Many people had never been to a farmers’market and they love it.”“Customers like this great program thathas allowed them to stretch their money topurchase items they could not afford.”“Customers appreciated our educationalcomponent of teaching cooking, canning andpreserving techniques.”“The program has motivated customers toeat healthier.”“They love this program and it helped feedtheir children when school lunch programsare not an option for a meal.”“The program has allowed customers tofreeze and can produce for the winter, and tobuy fresh food at farmers’ markets.”14

Overall Satisfaction with DUFBOverall satisfaction among customers, vendors, and marketmanagers was very high. Almost every customer andvendor surveyed (96 percent for customers and 99 percentfor vendors) would choose to participate in the DUFBprogram again. These results from customers and vendorswere consistent across all markets. All of the marketmanagers surveyed (100 percent) stated that they wouldparticipate in the DUFB program again.Vendor SatisfactionMarket Manager SatisfactionAll of the market managers surveyed said that they wouldparticipate in the DUFB program again; they were seeingincreases in customers, diversification of their customerbase, and satisfaction from their vendors with the program.When asked their opinions about the support they havereceived from FFN for the program, market managers weregenerally very positive, although about one third felt thatthe time needed to administer the DUFB program was morethan expected.In exploring vendor satisfaction with DUFB, our surveyshowed 99 percent of vendors would choose to participatein DUFB again. More than one third of all new markets feltthat the interest of vendors was higher than they expected.Comments included: “(Vendors) said they definitely soldmore because of the DUFB program,” and “they are seeingincreased sales,” and “returning vendors grew more producethis year.”The issues that concerned vendors in 2011 showedsignificant improvement in 2012:• 88% of vendors “strongly agreed” that reimbursementwas easy and timely, reflecting a 16% increase over2011.• 90% of vendors strongly or somewhat agreed that therules about what the customers can purchase wereclear, reflecting a 14% increase over 2011.Customer SatisfactionOverall, customers were very satisfied with the DUFBprogram. When asked whether they would recommend thismarket to others, 99.7 percent (291 customers) answeredyes. In addition:• 93% agreed that the selection, quality, and price offruits and vegetables were much or slightly bettercompared to where they usually buy fruits andvegetables;• 70% reported the price of fruits and vegetables ismuch or slightly lower at the farmers’ market than atother locations where they shop.15

Communications and MarketingThe DUFB marketing campaign uses many differentcommunications channels to reach key constituencies,primarily potential DUFB customers, farmers, and potentialcommunity supporters. Similar to 2011, in-person outreach,direct mailings, and working with the local communitygroups were considered the most effective strategies.Activities in 2012 included:• Direct mailings of flyers and brochures to SNAP andWIC participants in the targeted communities;• Partnering with local or community groups;• Radio ads in select geographic pockets;• DUFB billboards in select geographic pockets;• DUFB website, including video stories, news, etc.;• Facebook/Google ad words to reach potentialcustomers and supporters;• DUFB signs and brochures for participating marketsand participating farm vendors.DUFB Grocery StorePilot in 2013Multiple barriers prevent low-incomeconsumers from accessing fresh produce in theirneighborhoods; farmers, too, have difficultyconnecting with the growing demand for theirproduce. In order to reach a broader section ofSNAP recipients, we will be bringing the programto the places where most people typically shop –grocery stores.FFN has raised funds to implement a DUFB pilot atthree grocery stores in Detroit and has obtained awaiver from USDA Food & Nutrition Service for thisgroundbreaking work. During the course of theproject, we anticipate that up to 5,000 participantswill increase their purchase and consumption offresh fruits and vegetables using DUFB cards atthe participating grocers.FFN focuses on intensive communications coverage(billboards, radio advertisements, and direct mailcampaigns) in select geographic pockets (Detroit, Flint,Grand Rapids, and Lansing). Markets outside those areasare provided with flyers, signs and banners, websitecoverage, marketing language for newsletters and publicservice announcements, and DUFB canvas bags andvegetable peelers to hand out to customers. The MichiganNutrition Network provides funds for the campaign asa social marketing effort. It links FFN to other nutritioneducation providers to generate more awareness about theprogram, helping to spread the word about the availabilityof DUFB.The main goal of the DUFB communications and marketingcampaign is to bring SNAP customers into the markets toparticipate in DUFB. More than 50 percent of customerssurveyed indicated that DUFB was one of the reasons theywere going to the market. Data show that the effectivenessof the communication strategy was due to a mixture ofmedia rather than any one medium in particular, thoughdirect mailings to SNAP customers were cited as excellentadvertisements for the program. Another key audiencethat Fair Food Network worked to communicate with wasMichigan farmers: FFN placed three articles in a Michiganfarm newsletter to build awareness about the program withthem.16

DUFB Policy WorkThe policy component of the DUFB program concentrateson educating policy makers and stakeholders on theeffectiveness of using incentives to encourage low-incomefamilies to purchase healthier food while also supportingfarmers and the local food economy. FFN engaged with abroad spectrum of interest groups and presented programresults to USDA and Congressional representatives. There isa growing interest in multidisciplinary approaches to meetthe nation’s pressing needs, and DUFB garnered significantattention and support in 2012.In March 2012, FFN President Dr. Oran Hesterman presenteddata to the U.S. Senate Agriculture Committee illustratingthe success of DUFB in Michigan. Case Visser, a Zeeland,Michigan farmer, spoke at a U.S. House of Representativesbriefing later in the month about how DUFB had increasedhis farm income. The clear message was that local produceincentives for SNAP families offer a way to improvehealthy food access while also boosting farm incomeand stimulating rural economic development. The 112thCongress concluded without passage of a Farm Bill, but thebills passed by the full Senate and by the House AgricultureCommittee both included provisions creating a new grantprogram to fund projects such as DUFB around the country.Agriculture and rural interests were impressed by the factthat 83 percent of farmers report that they make moremoney at the farmers’ market as a result of DUFB and that92 percent report selling more fruits and vegetables.Health and nutrition advocate organizations wereimpressed that 78 percent of SNAP families that used DUFBin 2012 reported an increase in the amount of fruits andvegetables they buy and that 81% tried different types ofproduce because of the program. Increased consumptionof fruits and vegetables is a crucial first step to addressingthe conditions that cause obesity and other conditions thatare prevalent in low-income communities.FFN partnered with Wholesome Wave, marketumbrella.org,and Roots of Change to gather data from representativeincentive programs nationwide for a “Healthy FoodIncentives Cluster Evaluation.” (For more information,please see http://www.healthyfoodincentives.org.) Thisevaluation demonstrates that DUFB’s positive diet andeconomic impacts in Michigan can be replicated incommunities across the country.In 2013 Fair Food Network will continue to build on the solidfoundation laid in 2012 to increase knowledge about DUFBon a national level, cultivate support and collaborationwith allied farm, health and economic developmentorganizations, and identify ways to extend the program tomore communities around the country.SNAP IncentivesCreate Jobs & OtherEconomic BenefitsA $100 million federal investment in a nationalfarmers’ market SNAP incentive program overfive years, matched by an equal amount of localand private funds, could create hundreds ofnew jobs while bringing additional benefits tofarmers, consumers, and local economies.Benefits:• Every farmers’ market creates an average offour new jobs.• According to multiple studies, customersshopping at farmers’ markets also spendmoney at adjacent businesses.• Michigan businesses could create over42,000 new jobs and increase earnings by$1.5 billion if 20% of the food residents andinstitutions purchased was locally grownprocessed, according to a 2013 study.• Incentive programs for SNAP families bringnew customers to farmers’ markets.• Farmers make more money at markets withincentive programs.• Farmers hire more workers to meetincreased demands.17

Results & RecommendationsOverall, the DUFB program had a successful year in 2012. The number of farmers’ markets that offered DUFB climbed from55 to 75, and low-income customers redeemed more than $750,000 in DUFB dollars for Michigan-grown fresh fruits andvegetables. DUFB had positive impacts on vendors, with a majority reporting more sales, a more diverse customer base, and apositive impact on customers, with approximately three quarters reporting more fruits and vegetables sold because of DUFB.During the 2012 program season:• SNAP recipients made 89,428 visits to the 75participating farmers’ markets to take advantage of theDUFB program, more than double the number in 2011.• Approximately 700 farmers sold $1.9 million ofMichigan produce for DUFB and SNAP dollars.• 15% of these customers were first-time farmers’ marketcustomers.There was an overall increase from 2011 in:• SNAP users at DUFB markets (approximately 16%);• SNAP dollars distributed (approximately 54%);• DUFB dollars distributed (approximately 42%).Evaluation results also illuminate opportunities for the DUFBprogram to be strengthened.For Vendors, Customers, and Market Managers:• About 18% of market managers agreed that markettraffic moves less smoothly, and about 64% agreedthat dealing with customers is more time-consuming,making the case for electronic transactions to facilitateimplementation.• Customers requested an extension of market hours,market days, and the market season, signaling theirinterest in further opportunities to use the program.For the pilot test of the electronic payment system, resultsdemonstrated the need to:• Consolidate applications;• Improve wireless capabilities;• Provide ongoing, intensive training.In Communications and Marketing, suggestions included:• Create signs and flyers to customers and vendors withclearer and simpler messaging;• Develop DUFB materials in other languages.18

Double Up Food Bucks FundersWe are pleased to acknowledge the generosity of private and community foundations, corporations, and government agenciesthat play a role in supporting Double Up Food Bucks.Americana FoundationAnn Arbor Area Community FoundationBank of AmericaBattle Creek Community FoundationBay Area Community FoundationCapital Region Community FoundationCommunity Foundation for Southeast MichiganC.S. Mott FoundationErb Family FoundationFour County Community FoundationGrand Rapids Community FoundationIrving S. Gilmore FoundationThe Jewish FundJohn S. and James L. Knight FoundationKresge FoundationLocal Initiatives Support Corporation (LISC)McGregor FundMichigan Dept of Agriculture & Rural DevelopmentMichigan Department of Human ServicesMichigan Nutrition NetworkNew Hampshire Charitable FoundationNewman’s Own FoundationOpen Society FoundationsOsprey FoundationRobert Wood Johnson FoundationRuth Mott FoundationSaginaw Community FoundationSlemons FoundationToledo Community FoundationUnited Way of Greater ToledoUnited Way for Southeastern MichiganUniversity of ToledoU.S. Department of AgricultureUtopia FoundationW.K. Kellogg FoundationWhole Foods MarketWholesome WaveWoodcock Foundation19

Appendices20

Appendix A2012 DUFB MarketsSeventy-five farmers’ markets (including 2 mobile trucks) participated in DUFB, an increase of 20 from 2011 (see list below).About 40 of the markets had also participated in DUFB in 2011. Approximately one-quarter of the markets were small, urbanor suburban neighborhood markets, one-quarter were small to medium urban well-established markets, another quarter weresmall rural town center markets. The others were large, high traffic markets, and a small number of larger rural markets andfarm stands. By far, the largest of the participating markets is Eastern Market in Detroit; the other large markets are in the moredensely populated areas such as Ann Arbor, Saginaw, Flint, Kalamazoo, Lansing, Grand Rapids, and Toledo.Acceptance of SNAP BenefitsFarmers’ markets were not required to have previous experience with SNAP to participate in Double Up Food Bucks as longas they were prepared to start accepting SNAP benefits by June 2012. Almost two-thirds of the markets had been acceptingSNAP for one year before 2012. Eight markets had been accepting SNAP for two years, five markets for three years, and ninemarkets were new to accepting SNAP.2012 Participating SitesDetroit AreaDetroit Eastern MarketEastern Market Farm Stand SitesEastside Farmers MarketFarmers & Artisans Market – DearbornGleaners Fresh Food Share ProgramLincoln Park Farmers MarketNew Baltimore Farmers MarketNorthwest Detroit Farmers MarketOakland Avenue Farmers MarketPeaches & Greens Store and Mobile Food TruckSowing Seeds Growing Futures Farmers MarketWayne Metropolitan CAA Farmers MarketWayne State University Farmers MarketSoutheastAnn Arbor Farmers MarketCanton Farmers MarketDowntown Jackson Grand River Farmers MarketDowntown Ypsilanti Farmers MarketDundee Farmers MarketGreen Market at Allegiance HealthMonroe Farmers MarketWestside Farmers MarketYpsilanti Depot Town Farmers MarketSouthwest Michigan100-Mile MarketBattle Creek Farmers MarketBellevue Farmers MarketBenton Harbor Farmers MarketCity of Springfield Farmers MarketDouglass Farmers MarketKalamazoo Farmers MarketVA Hospital Farmers MarketGreater Grand RapidsAda Farmers MarketByron Farmers MarketDowntown Big Rapids Farmers MarketFulton Street Farmers MarketGreenville Farmers MarketHolland Farmers MarketHudsonville Farmers MarketMetro Health Farmers MarketMuskegon Farmers MarketPlainfield Twp Farmers MarketSouth East Area Farmers Market – Garfield ParkSouth East Area Farmers Market – Gerald R FordMiddle SchoolSparta Farmers MarketSpectrum Health’s Farmers MarketSweetwater Local Foods MarketYMCA of Greater Grand Rapids Farmers MarketLansing AreaAllen Street Farmers MarketBath Farmers MarketDowntown Owosso Farmers MarketEast Lansing Farmers MarketLansing City MarketMeridian Township Farmers MarketSouth Lansing Community Farmers MarketWestside Farmers Market – LansingEast CentralFlint Farmers MarketCity of Grand Blanc Farmers MarketDowntown Bay City Farmers MarketDowntown Saginaw Farmers MarketImlay City Farmers MarketLapeer Farmers MarketNortheast Michigan Regional Farm Market: EastTawasNortheast Michigan Regional Farm Market:OscodaVantage Point Farmers MarketNorthwest MichiganElberda Farmers MarketGrow Benzie Farmers MarketLake Leelanau Farmers MarketManistee Community Kitchen Local Food ShareProgramManistee Farmers MarketMarvin’s Garden SpotSara Hardy Downtown Farmers MarketSuttons Bay Farmers MarketNorthern Michigan and theUpper PeninsulaMarquette Farmers MarketMenominee Historic Downtown Farmers MarketNortheast Michigan Regional Farm MarketsToledo, OhioToledo Downtown Farmers MarketWestgate Farmers Market at Elder Beerman’s21

Appendix BDUFB Data Collection StrategyThe DUFB evaluation involves the collection of quantitativeand qualitative data from a variety of sources over three years,beginning with the 2011 market season. Data come fromsurveys and interviews of SNAP customers, farmer vendors,market managers, FFN staff, and key stakeholders, as well asfrom FFN program records.DUFB Customer SurveyA survey of DUFB customers uncovers the strengths,limitations and impact of the DUFB program from thestandpoint of the customer, including:• Changes in purchases of fruits and vegetables• Ease of use of DUFB and general satisfaction withthe program• Demographic informationThe survey was administered at 11 of the 75 participatingfarmers’ markets; sites were selected to reflect the diversemix of markets participating in the DUFB program. The 11participating markets included:• Allen Street Farmers’ Market (Lansing)• Eastern Market (Detroit)• Northwest Detroit Farmers’ Market• Canton Farmers’ Market• Dundee Farmers’ Market• Flint Farmers’ Market• Toledo Farmers’ Market• Menominee Historic Downtown Farmers’ Market• City of Springfield Farmers’ Market• YMCA of Greater Grand Rapids Farmers’ Market• Downtown Saginaw Farmers’ Market IncorporatedDeveloped with input from FFN staff and the EvaluationAdvisory Committee, the customer survey instrument wasdesigned to be administered by a trained interviewer atthe market. In keeping with the participatory nature of theevaluation, the evaluation team worked with the marketsand local community-based organizations to identify two toeight local residents, depending upon the size of the farmers’market, who could be trained as data collectors to administerthe survey. Data collectors participated in a two-hour trainingsession conducted by members of the JFM evaluationteam. The training provided a detailed overview of the datacollection process and included role plays using the DUFBcustomer survey. Community data collectors conductedcustomer surveys over three to four hours during themarket. Members of the evaluation team were on hand toprovide any assistance, if needed, and to ensure adherenceto protocols.Surveys were conducted in September 2012 at the 11designated markets. 298 customer surveys were completed.DUFB Vendor SurveyThe evaluation of the DUFB program also included surveysof participating farm vendors. The vendor survey wasdesigned to identify the strengths, limitations and impactof DUFB from the standpoint of the market vendor throughquestions related to:• overall experience participating in the DUFB program;• impact of the DUFB program on sales and operations;• issues or challenges related to participation;• recommendations for improving the program.Similar to the customer survey, community data collectorswere trained to administer the vendor surveys under thesupervision of the evaluation team. A total of 121 surveyswere collected in September 2012 at the same 11 marketsites as above.DUFB Market Manager SurveyThe third survey conducted as part of the DUFB evaluationwas a self-administered, web-based survey of farmers’market managers. This survey was designed to captureinformation around areas such as:• program support from FFN;• impact on market operations;• advertising and marketing strategies;• suggestions for strengthening or improving theDUFB program.Conducted in late September and October 2012, the marketmanager survey went out by email to all 75 managerswhose markets had been participating in the DUFB programsince the beginning of the market season. A total of 42surveys were completed for a 56 percent response rate.22

NETWORK205 E. Washington St., Suite BAnn Arbor, MI 48104(734) 213-3999www.fairfoodnetwork.org© 2013 by Fair Food NetworkAll rights reserved.