A Community-Based Marketing Campaign at Farmers Markets to Encourage Fruit and Vegetable Purchases in Rural Counties With High Rates of Obesity, Kentucky, 2015-2016

Emily DeWitt, Margaret McGladrey, Emily Liu, Nicole Peritore, Kelly Webber, Brooke Butterworth, Ann Vail, Alison Gustafson

Research output: Contribution to journalArticle

Abstract

Availability of farmers markets may increase fruit and vegetable consumption among rural residents of the United States. We conducted a community-based marketing campaign, Plate it Up Kentucky Proud (PIUKP), in 6 rural communities over 2 years to determine the association between exposure to the campaign and fruit and vegetable purchases, adjusted for Supplemental Nutrition Assistance Program recipient status. Logistic regression was used to examine the odds of the PIUKP campaign influencing purchases. Awareness of the PIUKP marketing campaign was significantly associated with a willingness to prepare fruits and vegetables at home. Using marketing strategies at farmers markets may be an effective way to improve fruit and vegetable purchases in rural communities.

Original languageEnglish (US)
Article number170010
Pages (from-to)E72
JournalPreventing Chronic Disease
Volume14
DOIs
StatePublished - Aug 31 2017

ASJC Scopus subject areas

  • Health Policy
  • Public Health, Environmental and Occupational Health

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