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Enhancing Food Security and Physical Activity for Māori, Pacific and Low-income PeoplesKey components for effectivenessLocal governments can support farmers’ markets by designating particular sites formarkets in neighbourhood plans. 6 They can promote farmers’ markets through thecouncil website or by running an awareness and education campaign. Localgovernment can also provide support by providing resources for traffic control, set-upand clean-up. Partnerships with the local community and non-profit organisations toencourage the presence and growth of farmers’ markets are important. A study offarmers’ markets in New Zealand found support from local councils included leasing landfor the markets for a nominal fee, and providing start-up grants or covering set-upcosts. 20 Community consultation on the ENHANCE portfolio also highlighted theimportance of working with councils when implementing community gardens.Strengthening farmers’ markets can occur through educating consumers to use themarkets, making markets accessible to the target group, and improving market quality. 22Strong levels of coordination and collaboration between partners in the project leads tomore successful farmers’ markets. 22 This requires a commitment to collaborationamongst the partners, and adequate funding.A growers’ market was set up in a rural area in Western Australia, where there was anidentified lack of convenient access to local produce, despite being a horticulturalregion. 25 The market, the Gascoyne Growers Market, was set up as a public healthstrategy to improve access to local produce and develop social capital. They identifiedthat a critical factor in the market’s success was funding a project officer who was wellaccepted by the stallholders. The project officer had dedicated time to deal with legaland structural issues, and gained support from the council, health department and localdevelopment commission for the markets.A concern raised during community consultation on the ENHANCE portfolios waswhether community gardens could supply produce all year round. In some areas of NewZealand this may be more problematic than others. Appropriate crop choice can resolvethe issue in warmer areas, while in colder or wetter areas other strategies are likely to beneeded, such as greenhouses.Potential side effectsStallholders at the farmers’ market in Whangarei reported the market had saved manysmall producers from going out of business by providing a viable venue for selling theirproducts. 20 Organisers of the market believed it had created 30 full-time jobs. Researchinto the role of farmers’ markets as business incubators and safety nets found they hadincreased the survival chances of small rural businesses in New Zealand. 26 Thus,farmers’ markets can have a positive effect on employment and income. They can alsoact as a means of drawing people back into an area and helping revitalise it. 20 Drawingextra foot traffic through an area can also have positive effects on nearby businesseswho may benefit from increased patronage. 20Evaluation of the Gascoyne Growers Market found that two-thirds of people reportedeating more fruit and vegetables since starting shopping at the markets. 25 Thus, theymay also have a positive impact on nutrition and health. Successful farmers’ marketscan also help develop tourism and encourage urban development. 2789
Enhancing Food Security and Physical Activity for Māori, Pacific and Low-income PeoplesCost-benefit analysisAn economic impact study of the Otago Farmers Market estimated $750,000 was spentby consumers in the first six months of operation. 20 Money spent in local farmers’markets tends to stay in the local economy, and every $10 spent on locally-producedfood is estimated to be worth $24 to the local area. This is in comparison to $10 spent ata supermarket which only generates $14 worth to the local area. In Australia, farmers’markets are reported to earn rural communities AUD$40 million/year. 25Results: Access and transportInterventions to improve access to nutritious food are diverse, and some examples areprovided in the literature. In the UK food access schemes include breakfast clubs, fruittuck shops, fruit and vegetable cooperatives, growing schemes, box-delivery schemes,and a community café which teaches cooking skills. 28 The suggestions in theENHANCE workshops related to mobile food delivery and improving transport to shops.It is not within the scope of this literature review to assess each possible interventionusing the Swinburn criteria; 29 instead, examples of possible interventions in the literatureare provided.Home delivery/mobile vendorsHome delivery of food has been proposed as a means to improve access to healthyfood. A pilot programme in Seattle delivered twice-weekly locally-grown market basketsto 480 elderly Meals-on-Wheels participants. 30 Participants receiving the basketsincreased self-reported consumption of fruit and vegetables by just over one serving/day.Eighty-two out of the 89 participants who completed the telephone survey reportedwanting to continue receiving the baskets.Another way of receiving home-delivered fresh produce in the US is to join a communitysupported agriculture programme. 31 Consumers are able to support local farmers byhaving a weekly delivery of just-picked fruit and vegetables. In Toronto a similar project -the Good Food Box – is a community food security project which delivers a weekly boxof locally grown produce to low-income urban dwellers. 32 The cost of the produce is paidfor by the recipients, but the cost of infrastructure and delivery is covered by FoodShare,which receives both public and private funding. Over 4,000 boxes are delivered eachmonth, feeding an estimated 8-10,000 people.Two examples of community-run mobile food shops are Roots and Fruits, and Health onWheels in Scotland. 33 Both projects use community development approaches toaddress issues related to access, affordability and availability to healthy food for lowincomehouseholds. Roots and Fruits evolved from a group of volunteers buying a minibusto deliver fruit and vegetables to rural areas. It is now a registered charity thatdelivers low-cost fruit and vegetables and tinned goods to around 300 customers in19 areas. Products are sold at slightly above cost price. Community involvement hasbeen crucial to its success, and funding is now derived mainly from the health serviceand the local council. Obtaining additional funding remains difficult however, and is verytime-consuming. Health on Wheels was a similar concept, and acted as a mobile shopselling fresh food at housing estates. The project ceased running due to continualfunding difficulties and reliance on volunteer staff with lack of necessary skills. Theproject has since been restarted by a local voluntary organisation. It was noted that in90
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