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Mobile Markets

Potential Demand for Local Agricultural Products by Mobile Markets

Lydia Zepeda and Alice Reznickova


The purpose of this study is to investigate whether the distribution system of mobile markets can increase the sales of local farmers. We planned a six site case study in New Orleans (LA), Concord (CA), Santa Fe (NM), Baltimore (MD), Worcester (MA) and Adrian (MI). Interviews are conducted at each site with the managers of mobile markets or mobile food pantries as well as local farmers who do or do not sell their produce to mobile markets. The study will provide insights into the advantages and disadvantages for both farmers and mobile markets to work with each other and provide suggestions on whether and how to increase local farmers’ sales.

This project started in January 2015 with data collection in New Orleans and it will continue through June 2016.

Publication:

Zepeda, Lydia and Alice Reznickova. 2016. Potential Demand for Local Agricultural Products by Mobile Markets: Adrian, MI. UW-Madison, Department of Consumer Science. March 14, 2016. View Online

Reznickova, Alice and Zepeda, Lydia. 2016. Potential Demand for Local Agricultural Products by Mobile Markets: Worcester, MA. UW-Madison, Department of Consumer Science. February 18, 2016. View Online

Zepeda, Lydia and Alice Reznickova. 2015. Potential Demand for Local Agricultural Products by Mobile Markets: Concord, CA. UW-Madison, Department of Consumer Science. October 16, 2015. View Online

Reznickova, Alice and Zepeda, Lydia. 2015. Potential Demand for Local Agricultural Products by Mobile Markets: Baltimore, MD. UW-Madison, Department of Consumer Science. September 22, 2015.View Online

Reznickova, Alice and Zepeda, Lydia. 2015. Potential Demand for Local Agricultural Products by Mobile Markets: New Orleans, LA. UW-Madison, Department of Consumer Science. April 7, 2015. View Online

Zepeda, Lydia and Alice Reznickova. 2015. Potential Demand for Local Agricultural Products by Mobile Markets: Santa Fe, NM. UW-Madison, Department of Consumer Science. September 24, 2015.View Online


Measuring the Effects of Mobile Markets on Healthy Food Choices

Alice Reznickova and Lydia Zepeda


Mobile markets can provide food deserts with access to fresh, healthy produce. The research objectives of this cooperative agreement are to:
   1. Understand who uses mobile markets, who does not, and why?
   2. Determine whether mobile markets facilitate healthy food choices, and if so, how?

A focus group study is used to investigate these questions at four research sites serving rural and urban communities: Stevenson, WA; Chicago, IL; Madison, WI and Washington DC. Two focus groups are conducted at each site, one with people who shop at a mobile market and one with people who do not. Although neither group eats the recommended servings of produce, mobile market shoppers eat significantly more fresh produce than non-shoppers. What is common across all participants is that they have limited food budgets, concerns about trust and community, a desire for quality and service, a need for education to change unhealthy eating habits, and want more publicity about mobile markets. Thus, mobile markets need to provide value, quality, and service to customers, advertise more, but also need to convey they care about and are part of the communities they serve to instill trust, as well as provide education and support to foster behavior change.


Publication:

Zepeda, L., A. Reznickova and L. Lohr. 2014. “Overcoming challenges to effectiveness of mobile markets in US food deserts” Appetite (79), 58-67. Published online

Reznickova, Alice & Zepeda, Lydia. 2013. Measuring Effects of Mobile Markets on Healthy Food Choices: Report of Focus Group Results, Arcadia Mobile Market, Washington DC. UW-Madison, Department of Consumer Science. September 24, 2013. View online

Reznickova, Alice & Zepeda, Lydia. 2013. Measuring Effects of Mobile Markets on Healthy Food Choices: Report of Focus Group Results, Freshmobile, Madison, WI. UW-Madison, Department of Consumer Science. September 24, 2013. View online

Zepeda, Lydia & Reznickova, Alice. 2013 Measuring Effects of Mobile Markets on Healthy Food Choices: Report of Focus Group Results, Fresh Moves Mobile Market, Chicago, IL. UW-Madison, Department of Consumer Science. September 24, 2013. View online

Zepeda, L. and A. Reznickova. “Measuring Effects of Mobile Markets on Healthy Food Choices.” Madison, University of Wisconsin, November 2013. http://dx.doi.org/10.9752/142.11-2013

Zepeda, L. and A. Reznickova. “Measuring Effects of Mobile Markets on Healthy Food Choices; Report of Focus Group Results, Gorge Grown mobile market, Stevenson, WA. November 21, 2012. View online