Incentivizing use of farmers’ markets through community partnerships:snap purchases and produce prescriptions
Farmer’s market management network conferencemarch 2013
Erika Meschkat OSU Extension and Cleveland-Cuyahoga
County Food Policy Coalition
Beth KnorrCountryside Conservancy
Countryside Conservancy
Non profit organization with several program areas Countryside Initiative
Farms Countryside Farmers’
Markets Countryside U
Snap purchase incentivescarrot cash
Began accepting EBT in 2009 with small incentive program
Partnership with Wholesome Wave began in 2011
Matched $20
EBT, Debit and Carrot Cash
Debit tokens have $1.50 service fee
Three different tokens
EBT Sales 0.51%, $3,124.00 Carrot Cash Sales, 0.39%
$2,375.00
Debit Token Sales, 5.21% $31,784.00
Cash/Check Sales93.8%
$572,261.51
Howe Meadow EBT Sales in 2011 were $1412Reached $3124 in 2012, plus $2375 in Carrot Cash matching dollars
EBT Sales Impact
Highland Square EBT sales were $1526 in 2011Reached $3662 in 2012, plus $3499 in Carrot Cash matching dollars
EBT Sales Impact
EBT Sales $3,662.00
4% Carrot Cash Sales,
$3,499.00 3%
Debit Token Sales,
$3,906.00 4%
Cash/Check Sales,$89,586.57
89%
Incentive Dollar Amounts
Reduced incentive amount to $15 in 2013
EBT Sales Impact
While overall sales have increased, EBT sales have not kept pace with the overall market growth
EBT Sales$3,592.00
1%
Carrot Cash Sales $2,417.00
0%
Debit Sales$38,315.00
6%
598126.9693%
Sales remained the same as a percentage of overall sales
EBT Sales Impact
EBT Sales $38974%
Carrot Cash Sales34134%
Debit Sales38254%
Cash/Check Sales84523.75
88%
Data trackingEBT Revenues
Amount Buy Back amount Total % of sales
Wk #1 $ 156.00 $ 167.00 $ 323.00 1.35%Wk #2 $ 32.00 $ 5.00 $ 37.00 0.16%Wk #3 $ 44.00 $ 65.00 $ 109.00 0.38%Wk #4 $ 36.00 $ 28.00 $ 64.00 0.25%Wk #5 $ 69.00 $ 53.00 $ 122.00 0.47%Wk #6 $ 91.00 $ 67.00 $ 158.00 0.61%Wk #7 $ 48.00 $ 20.00 $ 68.00 0.23%Wk #8 $ 64.00 $ 70.00 $ 134.00 0.50%Wk #9 $ 78.00 $ 65.00 $ 143.00 0.56%
Wk #10 $ 34.00 $ 41.00 $ 75.00 0.25%Wk #11 $ - $ - 0.00%Wk #12 $ 55.00 $ 55.00 $ 110.00 0.41%Wk #13 $ 105.00 $ 3.00 $ 108.00 0.42%Wk #14 $ 129.00 $ 107.00 $ 236.00 1.27%Wk #15 $ 55.00 $ 96.00 $ 151.00 0.50%Wk #16 $ 21.00 $ 80.00 $ 101.00 0.34%Wk #17 $ 159.00 $ 39.00 $ 198.00 0.64%Wk #18 $ 148.00 $ 241.00 $ 389.00 2.75%Wk #19 $ 144.00 $ 41.00 $ 185.00 0.74%Wk # 20 $ 41.00 $ 49.00 $ 90.00 0.48%Wk # 21 $ 130.00 $ 31.00 $ 161.00 0.75%Wk #22 $ 105.00 $ 20.00 $ 125.00 0.64%Wk # 23 $ 56.00 $ 155.00 $ 211.00 1.02%Wk # 24 $ 75.00 $ 32.00 $ 107.00 0.61%Wk # 25 $ 39.00 $ 148.00 $ 187.00 1.18%
Total $ 1,914.00 $ 1,678.00 $ 3,592.00 0.59%
Carrot Cash Revenues Amount Buy Back amount % of sales
Wk #1 $ 58.00 $ 54.00 $ 112.00 0.47%Wk #2 $ 22.00 $ 16.00 $ 38.00 0.17%Wk #3 $ 42.00 $ 25.00 $ 67.00 0.24%Wk #4 $ 19.00 $ 6.00 $ 25.00 0.10%Wk #5 $ 68.00 $ 65.00 $ 133.00 0.51%Wk #6 $ 27.00 $ 52.00 $ 79.00 0.31%Wk #7 $ 36.00 $ 37.00 $ 73.00 0.25%Wk #8 $ 40.00 $ 28.00 $ 68.00 0.26%Wk #9 $ 63.00 $ 38.00 $ 101.00 0.40%
Wk #10 $ 34.00 $ 30.00 $ 64.00 0.21%Wk #11 $ - $ - 0.00%Wk #12 $ 23.00 $ 55.00 $ 78.00 0.29%Wk #13 $ 59.00 $ 23.00 $ 82.00 0.30%Wk #14 $ 92.00 $ 85.00 $ 177.00 0.69%Wk #15 $ 30.00 $ 97.00 $ 127.00 0.68%Wk #16 $ 8.00 $ 51.00 $ 59.00 0.20%Wk #17 $ 75.00 $ 42.00 $ 117.00 0.39%Wk #18 $ 88.00 $ 101.00 $ 189.00 0.61%Wk #19 $ 119.00 $ 24.00 $ 143.00 1.01%Wk # 20 $ 5.00 $ 25.00 $ 30.00 0.12%Wk # 21 $ 58.00 $ 20.00 $ 78.00 0.42%Wk #22 $ 107.00 $ 35.00 $ 142.00 0.73%Wk # 23 $ 4.00 $ 130.00 $ 134.00 0.65%Wk # 24 $ 55.00 $ 37.00 $ 92.00 0.52%Wk # 25 $ 67.00 $ 142.00 $ 209.00 1.31%
Total $ 1,199.00 $ 1,218.00 $ 2,417.00 0.40%
Community partnerships necessary for success
Single market management organization = easy implementation, consistent data collection
Community partnerships building
From 2009-2013 only organization in county accepting EBT, likely to change in 2014
Cleveland-cuyahoga county food policy coalition
• City and County focused Food Policy Coalition – In partnership between state extension (OSUE) and Case Western University’s
Prevention Research Center– Partners representing many diverse stakeholders in the food system– Collaborate on innovative programming and policy, backed up by research, to address
barriers to growth in a healthier food system
• Packaging Incentives: • economic incentives (for every $1 spent $1
received up to $10)
• Developed by Coalition partners & administered by OSUE
• Piloted with 4 markets in 2009 to 20 markets and two farm stands in 2013
• Increased federal food assistance SNAP sales by over 40% between 2011-2013 with same # of markets participating • 2013 sales surpassed 2012 in just 6 months
Snap purchase incentivesproduce perks
Profile of markets
administration
• OSUE fiscal agent• Markets submit monthly “incentive logs” via
Excel– EBT sales tokens purchased & redeemed– Last four digits SNAP card– Incentive tokens distributed & redeemed– ZIP, How customers heard of the program, traveled
to the market, importance of incentives, first time at a farmers’ market, markets visited in the past
REIMBURSMENT & MARKET GUIDELINES
• OSUE aggregates incentives redeemed and reimburses markets monthly
• Guidelines for markets:– Prominent visuals and promotion– Encourage and facilitate community connections
Collect data and report– Train and inform vendors– Come together for 2 meetings a year
program outcomes
• 2013 Season report– Consumers
• Very important to introducing to markets• Many repeat customers
– Farmers• Peaked interest in issues in food access• Increased sales
– Market managers and partners• $40K in SNAP sales
Referral-based incentivesProduce prescriptions (rX)
• How it works • Partners involved• Packaging of incentive:
• economic + social incentives
Pilot outcomes
• Almost half (~42%) were first time customers• 42 out of the 48 participants enrolled came to
the markets• Effective at filling gaps from DVPP-Orientation• 310 visits, redeemed over $3,300 from July-
October• Trouble shooting at the markets (FPC as
customer service)
Partnership impact
• Ideal program for convening stakeholders to support growth and investment in your market
• Satisfied vendors/farmers and market managers
• Elaborate on partnerships formed in support
NEEDS FOR incentive PROGRAM EXPANSION
• Comprehensive network and dedicated staff with capacity
• Understanding market needs, capacity, interest• Better access to SNAP and farmers’ market data at
many levels– Emphasis on common metrics to evaluate programs on a
larger scale• Flexible funding and better agency communication
channels (network priority)• Innovation for reporting and SNAP transactions
Take away considerations
• What are your perceived needs and barriers to doing this work?
• What does your market(s) look like?• What kind of partnerships are you building
now-or hope to in the future?• What could you contribute to a network?
Beth knorrMaRKETS MANAGER
@countrysidechix
Erika MeschkatProgram Coordinator, Community Development
[email protected] x212
www.cccfoodpolicy.orgwww.cuyahoga.osu.edu
@cccfoodpolicy
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