Food Access Programs & Communications
Shannon Bachtel, CHESWSFMA Skagit County Regional Lead | Farmers Market
Flash Coordinator, WSU Skagit County Extension
360-428-4270 x 229
Washington State Farmers Market Association
Skagit County Regional Lead
Anacortes Farmers Market
Bow Farmers Market
Mount Vernon Farmers Market
Sedro-Woolley Farmers Market
Food Assistance at Skagit Farmers Markets
• SNAP EBT: Supplemental Nutrition Assistance
Program, Electronic Benefit Transfer
• Fruit & Vegetable Incentives
• WIC and Senior FMNP: Farmer Market
Nutrition Program
Challenges to Reaching Low-Income Audiences
Outreach is a challenge due to • Time
• Cost
• Staff
• Training
• Location
• Language
• Networking
In WA, 33% of market managers believed outreach is the #1 way they drive low-
income shoppers to their markets.
Source: https://depts.washington.edu/uwcphn/work/documents/
Key to Designing and Developing Outreach Materials is to ask your community
Washington State Farmers Market Association SNAP Participant Session Notes
SNAP Shopper: “Is SNAP and EBT the same thing? Then why
do they call it different names? It’s confusing calling it two
different things… I think it would be better to have the EBT
card on it.”
Question: How would you get the word out to others?
SNAP Shopper: “Maybe someone could tell you about the program when they
had you your EBT card at DSHS.”
Rack Cards- English & Spanish Navigational Signs
Traditional Marketing
• Newspaper
• Radio Ads
• Bus Ads
• Press Releases
• Newsletters
• Brochures
• Flyers
• Postcards
Tip: Work with Graphic Art/Marketing Students to design materials.
• Word of Mouth Marketing can include social media, blogs, online communities, etc.
• 70% of American consumers trust brand recommendations from friends and family since they are more likely to be seen as a trusted source online.
Word of Mouth Marketing
Sources:http://www.inc.com/nicole-carter/jonah-berger-marketing-word-of-mouth.html
https://www.forrester.com/How+Branded+Content+Will+Unlock+The+Key+To+Consumer+Trust/-/E-PRE4784
"Word of mouth is 10 times more effective than traditional advertising."
Word of Mouth Marketing happens..
What
motivatespeople to
share?
Visual Storytelling
• Photos and videos of those impacted
• Infographics relaying statistics about your cause
• Testimonials from staff, volunteers, farmers, and program participants
• Short-form videos to share online
TIP: You can use free tools like Pixlr to edit and refine your pictures, or Canva to create beautiful graphics using predesigned icons and templates.
Available at: https://www.youtube.com/watch?v=WjihQI7UJMs
Video developed by Northwest Harvest in
Washington State to walk through EBT matching
programs and healthy food incentives at farmers markets
Working with Community Partners
Potential Partners
• Faith-based organizations• Health clinics, hospitals • University Extensions • Schools • Health agencies • Local businesses• Community groups• Government officials and agencies• Human and Social Service agencies
SNAP recipients who are also WIC or food bank participants were
significantly more likely to shop at markets.
Working with Department of Social and Health Services Community Services Office (CSO)
TIP: Prepare a handout of talking points
Resources, Resources, Resources!
• Provide resources for service providers to access either online or in person • Training materials
• Market signage or promotion materials
• Translated materials
Example from Skagit Valley Farmers Market Coalition Website: http://www.svfmcoalition.org/resources--materials.html
Communicating Programs at Farmers Markets
Communicating Programs to a Diverse Audience
Break it down with visual aid
Effective Signage
• Keep it simple
• Cohesive messaging
• Plenty of white space
• Clearly readable fonts
• Make color work for you
• Use of relevant images
Can you read this?
Navigational signs posted at the market to
direct new SNAP shoppers
Communicating Programs to Vendors
Shannon Bachtel, CHES®WSFMA Skagit County Regional Lead | Farmers Market Flash
Coordinator, WSU Skagit County Extension
360-428-4270 x 229
