Community Ambassador Model for Promoting Access to Farmers’ Markets
Ambassadors
This presentation is a product of a Prevention Research Center supported by Cooperative Agreement Number 1U48DP005013 from the Centers for Disease Control and Prevention. Findings and conclusions in this presentation are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention
Prevention Research Center for Healthy Neighborhoods Seminar Series, October 11, 2017
Agenda
Rationale and overview of FreshLinkReview FreshLink Ambassador intervention modelDescribe preliminary findings from 2017Panel presentationOpen discussion
AcknowledgementsFreshLink Advisory
Board• Lena Boswell
• Delores Collins
• Adriennie Hatten
• Joe Jerdonek
• Dawn Johnson
• Toni Johnson
• Amanda Osborne
• Veronica Walton
• Kimberly Bess, PhD• Elaine Borawski, PhD• Amanda Osborne, MA• Susan Flocke, PhD• Eun-Lye Lee, PhD• Suzanne Johnson, MA• Punam Ohri-Vachaspati, PhD • Morgan Taggart, MUDPD• Erika Trapl, PhD• Colleen Walsh, PhD• Jacquelon Ward• Ricardo Pena
FreshLink Partners and Investigators
• Rashidah Abdulhaqq• Tikora Alexander• Anita Brindza• Marilyn Burns• Delores Gray-Ford• Carmen Nieves• Paula P. Payne• Weidi Qin• Johnnie Smart• Robin Turner• Joe H. Watts• Khalilah Williams
FreshLink Ambassador Team (2017)
FreshLink Partners
Applied to Cleveland and East Cleveland farmers’ market programming
The Nutritious Food Access Framework suggests 5 main barriers to healthy food access
Freedman et al., 2013
Results of Survey Research (N~300)
Those who never went to a farmers’ market [vs. 3+ Times]• Awareness of FM near home** = 75% • Awareness of healthy food incentive program* = 59% • Perception of quality of fruit & vegetable at FM* = 35%• Fruit & vegetable preparation self-efficacy* = 51%
Those who did not go to a farmers’ market in the last year [vs. 3+ Times]• Awareness of FM near home* = 53% • Social connectedness to FM* = 55%
Those who went to a farmers’ market 1-2 times in past year [vs. 3+ Times]• No significant factors were found
Results of multinomial logistic regressionModel Statistics: Chi-square (Δ-2LL) = 72.20, df = 24, p <.001 Naglekerke Pseudo R2 = 0.27, * p <.05; ** p <.01.
Compared to people shopping at farmers’ markets 3+ times in past year…
Results of Participatory Social Network Mapping (N=30)
21/70 (70%) know alter at at least 1 store
FreshLink bridges residents to resources
to foster healthy communities.
Mission: Increase farmers’ market use among people receiving SNAP benefits through peer-to-
peer outreach to promote awareness of and social connectedness to markets
Ambassadors2017
Selecting Farmers’ Markets
Located in or adjacent to Census tracts with 30%+ SNAP ratesHave data in FM Tracks software
since 2015Selected based on market contextHealth center basedCommunity basedFarm stand
Agree to take part after random selectionInvited 4 to select 3 markets (75%
adoption rate by farmers’ markets)
FreshLink Markets
2017
Recruiting and Hiring FreshLink Ambassadors
20 applicants
14 invited to interview
12 interviewed
9 offered position
9 FreshLink Ambassadors
Recruitment Summary
Core Elements of FreshLink Ambassador Intervention
Diffusion of Information
within Networks
Build on Connections Across Weak and Strong Social Ties
Promote Compatibility & Trialability
Community Connection &
Presence
FreshLink Ambassador Curriculum Topics
6 weeks Training (April-May)
Monthly Booster Sessions (June-August)
Examples of Content:
One on Ones E.g., talking to individuals in passing as part of ambassadors every day routine
Community Events E.g., speaking to individuals at a community event (pantry day, concert, etc.) or through specific invitation to come speak to a group (PTA, etc.)
JFS Info TableE.g., weekly information sharing at Job and Family Services
Market Day Events E.g., tour of the farmers’ market or a cooking demo.
Ambassador Outreach
Outreach in Action
Preliminary ResultsJune 5 – September 3, 2017Outreach weeks 1-13*Final data will focus on June 5 – September 30, 2017*
9 FreshLink Ambassadors(1 FLA ended project after July 2017)
Distributed __ Coupons
Redeemed __ Coupons at Farmers’ MarketRedemption Rate: ?
9 FreshLink Ambassadors(1 FLA ended project after July 2017)
Distributed 1,131 Coupons
Redeemed 135 Coupons at Farmers’ MarketRedemption Rate: 12%
9 FreshLink Ambassadors(1 FLA ended project after July 2017)
Distributed 1,131 Coupons
Redeemed 135 Coupons at Farmers’ MarketRedemption Rate: 12%
Range by FLA: 60 – 200 coupons
Range by FLA: 6.7% – 15.1%
Variability by FreshLink Ambassadors
Variability by Dissemination Site
Distribution (N) Redemption (N) Redemption Rate by Event Type
One on One (e.g., neighborhood gathering)
94
Community Events (e.g., food pantry, health center)
632
Office of Job and Family Services
398
Missing Information 7
Variability by Dissemination Site
Distribution (N) Redemption (N) Redemption Rate by Event Type
One on One (e.g., neighborhood gathering)
94 17 18.1%
Community Events (e.g., food pantry, health center)
632 87 13.8%
Office of Job and Family Services
398 24 6.0%
Missing Information 7 7 100.0%
9 FreshLink Ambassadors(1 FLA ended project after July 2017)
Distributed 1,131 Coupons
Redeemed 135 Coupons at Farmers’ MarketRedemption Rate: 12%
Receives SNAP: 47.3%Children in Household: 52.7%
Receives SNAP: 68.9%Children in Household: 31.2%
Reach among Targeted Population
SNAP = Supplemental Nutrition Assistance Program
Percent Changes in SNAP Transaction Trends (2016 v. 2017)
8.7
-12.1
24.6
-12.9-15
-10
-5
0
5
10
15
20
25
30
Intervention (n=3) Comparison (n=6)
Change in # SNAP Transactions Change in $ SNAP
*Comparison sites met same eligibility as intervention sites at baseline.
Based on data from FM Tracks software.
NOV. DEC. JAN. FEB. MARCH APRIL MAY JUNE JULY AUG.OCT.
• Analyze final data from Year 1 Intervention Outreach phase
• Develop Ambassador Handbook
• Recruit FMs to participate in 2018
• Engage Key Partners
• FreshLinkProgram Development Retreat
• Complete revisions to curriculum and workbook
• Develop ambassador recruitment materials
• Send materials for graphic design
• Begin Ambassador recruitment
• Ambassador interviews
• Hire Ambassadors
• FreshLinkAmbassador (FLA) training begins
• FLA training continues
• FLA outreach begins
• FLA outreach continues
• FLA outreach wraps up
FreshLink Ambassadors 2.0(October 2017-August 2018)
COMING SOON!
2017 2018
Panelists
Delores Gray-FordFreshLink Intervention AssistantOwner, Brick House Wellness
Jeanette TomsFarmers Market ManagerFounder, Good Earth Farmstand
Anita BrindzaFreshLink AmbassadorExecutive Director, Cudell Improvement
Discussion Points
• What are the most effective recruitment and training approaches from FLAs?
• How do FLAs maximize connections across strong and weak ties?
• What is the right balance of quality versus quantity in outreach?
• What are the best strategies for integrating FLAs within other programs to promote sustainability?
THANK YOU!