Manistique Farmers’ Market Succeeds With Fresh Approach

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At A Glance

Community health organizers in Manistique, Michigan, population 3,097, face a number of obstacles in their fight against obesity. High poverty levels and unemployment in a rural food desert provide few affordable options for purchasing fresh produce. Community and tribal leaders came together to create the Manistique Farmers’ Market (MFM). In 2013, MFM celebrated its 4th anniversary with an average of 365 shoppers a week, and the ability to accept Women, Infants, and Children (WIC) and Senior Project FRESH payments.

By Kerry L. Ott, MA, CHES

Public Health Challenge

According to the Centers for Disease Control and Prevention, in 2009, Michigan had the 8th highest obesity rating in the nation—slightly more than 30%. In Manistique’s Schoolcraft County, obesity rates matched the state level. The region’s poverty rate was 30%, compared with just over 20% for the state. But local health, poverty, and unemployment issues were not the only challenges the region faced. A local farmers’ market may seem to be a simple solution for this rural area. But, previous attempts to establish a market had failed because of complicated rules, a perception that there was not enough locally grown produce to supply the market, disagreements among farmers and organizers, and a lack of community support.

Approach

With a mission of preventing chronic health conditions, the Sault Tribe Manistique Strategic Alliance for Health recruited tribal and community members to form a farmers’ market work group. The group studied state and county rules and learned from other markets that location, community support, and basic rules specific to each market were key success factors. The Manistique work group decided that because its goal is to eliminate a rural food desert, the MFM would be carrying fresh food products exclusively. The group also chose Wednesdays over Saturdays to hold the market to take advantage of farmer availability.

I am especially touched when I see farmers put extra produce into the bags of WIC and Project Fresh coupon shoppers. We may be a small town, but we’ve got great heart!
- Kerry Ott, LMAS District Health Dempartment

Results

The work group started with a test farmers’ market in August 2010. The test market was so successful that 5 more markets were held that season. In 2011, there were 18 weekly markets with an average of 12 farmers selling goods to a total of 4,143 shoppers. By 2012, MFM expanded to 24 weeks running from May through October with an average of 278 shoppers and 16 farmers attending each week.In July 2012, a MFM economic impact study was conducted. The study found that, on average, shoppers spent $14 at the market each week. Market shoppers also spend about $3,750 at other area businesses on market days.

What's Next

In fall 2011, Manistique was awarded a grant to help create a sustainable market system and infrastructure to ensure that the MFM continues to be a positive part of the community. With the additional funding, the work group developed a market governing system and recruited community members who are regular market shoppers to take over the market’s management during the 2013 season. In February 2013, Manistique received 1 of 6 inaugural Roadmaps to Health awards from the Robert Wood Johnson Foundation. Manistique is the smallest community to receive this honor.

Find Out More

To develop a successful market, it is important for planners to determine why their community wants a farmers' market and to engage community leadership early in the process. To keep costs down and maximize local economic impact, it is important for any market planning group to focus on local foods and agriculture products and not be distracted by other types of sellers who might want to change the purpose of the market. A traditional farmers’ market sells only locally grown foods and produce.

Contact

Kerry L. Ott, MA, CHES
Sault Tribe of Chippewa Indians
5698W US-2

Manistique, MI 49854
Phone: 906-341-9561

Centers for Disease Control and Prevention

Web site

http://nccd.cdc.gov/nccdsuccessstories/

CDC-INFO

https://wwwn.cdc.gov/dcs/ContactUs/Form

The findings and conclusions in this success story are those of the author(s) and do not necessarily represent the official position of the funding agencies or the Centers for Disease Control and Prevention (CDC).

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