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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!