AN EVALUATION OF THE CONNECTICUT FARMERS MARKET COUPON PROGRAM

A study was conducted to evaluate the Connecticut Farmers' Market Project. Hypotheses were that the distribution of Farmers' Market coupons would lead to increased use of farmers' markets and increased frequency of consumption of fresh fruits and vegetables. Four hundred eighty-nine WIC participants were surveyed: 411 from six WIC programs that provided Farmers' Market coupons (treatment group) and 78 from three programs that did not provide the coupons (control group). Data were collected through a pre-assessment interview and follow-up by telephone or mail. One hundred seventy-two treatment and 44 control group subjects completed the follow-up. Participants who received Farmers' Market coupons were significantly more likely to go to farmers' markets, but the use of coupons was not significantly associated with differences in the overall consumption of fresh produce. However, treatment subjects who spent their own money or food stamps in addition to coupons at the farmers' markets and/or went back to the farmers' markets after using their Farmers' Market coupons showed significantly greater increases in the consumption of fresh fruits and vegetables than treatment subjects who did not do so.