Farmers’ markets are increasingly promoted as mechanisms for improving access to healthful foods for low-income households, as they are relatively inexpensive to establish and they can provide affordable food for low-income households by offering Supplemental Nutrition Assistance Program Electronic Benefit Transfer (SNAP/EBT). SNAP/EBT at markets also expands revenue opportunities for participating farmers. Market mangers provide a critical role in overseeing SNAP/EBT at markets and influencing business opportunities for farmers. Using a mixed-method approach, this study aimed to evaluate how managers’ motivations influence SNAP/EBT availability and participation at markets and business opportunities for small- and moderate- sized farms. To develop a survey measuring managers’ attitudes and behaviors and farmers’ market outcomes, focus groups were conducted with farmers’ market managers (n=8) in Western North Carolina, East Tennessee, and Southwest Virginia, and interviews were conducted with farmers in the same region (n=8). Eight themes were identified in the manager focus groups, and 5 were identified in the farmer interviews. Qualitative data yielded insight on how managers influence market outcomes. A survey incorporating qualitative findings was distributed to 271 NC farmers’ market managers in May 2014. Multiple regression models were used to examine the influence of mangers’ motivations to improve access to healthful food and support business opportunities on SNAP/EBT availability and participation and indicators of market vitality. Sixty managers completed the survey. There was no significant association between food access motivation and SNAP/EBT participation. A significant, positive association was found between business motivation and customer count, total vendor count, and average weekly vendor count. More research is needed to understand how managers’ motivations interplay with environmental and organizational characteristics to influence food access for low-income households and business opportunities for farmers. Findings from this study offer a starting point for developing interventions that maximize managers’ impact on these outcomes.

Little is known about the barriers and facilitators to local food procurement among women of reproductive age (WRA). Therefore we conducted qualitative interviews with WRA in rural eastern and western NC (ENC and WNC) to learn of factors related to locally sourced food procurement. In-depth interviews were conducted among low-income White, Black, and Hispanic English-speaking WRA (N=62 (ENC: 37; WNC: 23) (18-44 years)). Independent coders used a consensus codebook to double-code all transcripts. Coders then came together to discuss and resolve coding discrepancies, and identified themes and salient quotes. Cross-cutting themes from both ENC and WNC participants included access to local food sources; acceptance of Supplemental Nutrition Assistance Program/Electronic Benefit Transfer (SNAP/EBT); freshness of produce; support for local agriculture; and the community aspect of local food sourcing. The in-depth understanding gained from this study could be used to guide tailored policy and intervention efforts aimed at promoting fruit and vegetable consumption among low-income WRA.