Lead Agency: City of Somerville

Neighborhood farmers' markets are ideal venues for families to purchase fresh healthy foods. But many markets appeal more to clientele in middle- to upperincome levels. The Somerville Healthy Eating by Design partnership decided to create a farmers' market in Union Square that would be more welcoming to low-income and immigrant families.

The partnership recognized that in order to be successful, all of their strategies needed to be culturally-, linguistically- and economically-appropriate for community residents. As a result, promotional materials for the farmers' market, including way-finding signs, were produced in four languages: Haitian Creole, Portuguese, Spanish and English. Volunteer health advisors conducted nutrition and food preparation educational sessions at the market in various languages, and offered other family and kid-friendly activities. Invitations and an incentive program that contributed an additional $1-2 for every $5 in benefits spent at the market encouraged WIC and Food Stamp program beneficiaries to attend as well. The Healthy Eating by Design partnership also supported vendors by providing clear instructions on how to accept and redeem the Food Stamp tokens.

By addressing the cultural and economic barriers, the farmers' market at Union Square provided an attractive community gathering place for families of all income levels. By the second season of its operations, the farmers' market attracted more than twice as many families with children than in the previous season. Total attendance, the percentage of foreign-born and low-income customers, and the redemption rate of WIC Special Supplemental Nutrition Program vouchers also increased.

Purchasing an electronic benefits transfer machine and developing guidelines for its use at the farmers' market served as a model for broader dissemination at other markets throughout the City of Somerville and the greater Boston area. The Community Farmers' Market by Design initiatives resulted in a reported economic impact of more than $500,000 each year for Union Square, and the best practices resulting from the Healthy Eating by Design project have positioned the farmers' market for continued success. The farmers' market has also become one of the best known projects of Union Square Main Streets' neighborhood revitalization efforts, and local residents describe it as "a weekly neighborhood … party!"