Oregon's 100 farmers' market are now open for business and they
offer produce to low income, nutritionally-needy families and elderly citizens as part of
the state's Farm Direct Nutrition Program.
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Oregon's Special Programs at Farmers' Markets Focus on Nutrition
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Nearly nine out of ten American consumers are concerned about the nutritional content of the food they eat while seven out of ten consider nutrition the most important consideration when shopping for edibles, new studies reveal.
"If you walk onto any farmers' market site, the whole marketplace is a big playground of nutrition," says Laura Barton, Oregon Department of Agriculture trade manager. "Farmers' markets offer fresh fruits and vegetables, just packed with nutrients."
A national survey of more than 1,000 consumers commissioned by the United Soybean Board found an overwhelming response in favor of purchasing nutritious foods while shopping. Another survey conducted by IBM also shows consumers place a premium on nutrition even though the tough U.S. economy has elevated the importance of value shopping.
Oregon's 100 farmers' market are now open for business and they
offer produce to low income, nutritionally-needy families and elderly citizens as part of
the state's Farm Direct Nutrition Program.
ODA works with market vendors, mostly growers, to ensure their participation in the program, which brings more than $1 million into the hands of Oregon producers each year.
"Many farmers are delighted to participate in the program because it makes them feel really good that these consumers are able to buy their product and get much needed nutrition," says Barton.
The program, which began this month (cq for June), funds in the form of $4 checks distributed to low-income, nutritionally at-risk pregnant women and young children enrolled in the Women, Infants and Children Program. The effort also covers low-income seniors.
These checks can be used through Oct. 31 to purchase locally-produced fresh fruits and vegetables directly from authorized producers at farm stands and farmers' markets.
A new separate program now provides another opportunity for farmers and WIC families, says Barton. Women and children enrolled in the Oregon WIC project will receive additional vouchers on a monthly basis to purchase fresh and frozen foods and vegetables year-round at authorized farmers and farm stands as well as farmers' markets.
Called the Oregon WIC Fruit and Veggie Voucher program, it allows recipients to buy produce at WIC-authorized grocery stores. Because the program operates all year, vendors at early opening and late-season closing of farmers' markets will have a chance to sell even more produce items to WIC shoppers.
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