HEALTHY FOOD, HEALTHY CITY:

Transcription

1 HEALTHY FOOD, HEALTHY CITY: A LOOK AT GROWNYC S EBT PROJECT AND FOOD ACCESS INITIATIVES IN 2012 i

2 INSIDE THIS REPORT Introduction Year at a Glance Foundations for Success: Continued Growth in EBT Sales Reaching Communities with Promotion and Advertising Increasing Access to Food Stamp Benefits Putting Nutrition First: Partnerships and Incentives Looking Forward Beyond the Farmers Market Superstorm Sandy Conclusion Definitions History of Greenmarket s EBT Project Appendix ii

3 INTRODUCTION In 2012 the Food Bank for New York City released NYC Hunger Experience 2012: One City, Two Realities, an annual report on trends in New York City residents difficulty affording food. NYC Hunger Experience reported that in 2012, 32% of New York City residents (2.6 million people) had difficulty affording food, and the struggle of low income New Yorkers to purchase healthy food has actually intensified. The percentage of low income New Yorkers reporting difficulty affording food increased from 54% in 2011 to 70% in Worst off are unemployed households and households with children: 36% of New York City households with children had difficulty affording the food they need to get by, up four percent since In 2012, 54% of unemployed New Yorkers reported difficulty affording food, up 13% from 2011 (NYC Hunger Experience 2012, Food Bank for New York City, 2012). Too many New Yorkers are forced to choose between nutrition and housing, transportation or healthcare. Moreover, to stretch their food budget New Yorkers are cutting back on the quantity and quality of the food they are purchasing. For example: 22% bought less dairy, and 20% bought fewer fruits and vegetables than the previous year (NYC Hunger Experience 2012, Food Bank for New York City, 2012). Despite the incredible wealth and modernity of New York City, hunger is still a very real problem here in the city we call home, and it requires our urgent attention. Fortunately, not all the news is bleak. Government nutrition assistance programs like the Supplemental Nutrition Assistance Program (SNAP or Food Stamps), School Meals and Woman, Infants and Children (WIC) are making a critical difference for families. As stated above, a troubling 32% of New York City residents reported difficulty affording needed food in But remarkably, this actually represents a decline from 2011, and is even lower than even pre-recession levels of 38% in The Food Bank attributes the recent decline in part to increased participation in the Food Stamp program (also known as the Supplemental Nutrition Assistance Program, or SNAP). As of October 2012, there were 1.83 million New York City residents receiving Food Stamps, up 62 percent from 1.12 million at the start of the recession in December 2007 (NYC Hunger Experience 2012, Food Bank for New York City, 2012). Food Stamps provided more than $3.2 billion of federal funding for food purchases in New York City alone in 2011 (NYC Human Resources Administration). Moreover, according to the US Department of Agriculture, each Food Stamp dollar spent generates $1.84 in economic activity. When spent in farmers markets, this represent an enormous revenue opportunity for regional farmers and plays a significant role in strengthening our local and regional economies. Additionally, the Union of Concerned Scientists released $11 trillion dollar reward in August 2013, which reports that that Americans are simply not eating enough fruits and vegetables, and that increasing our consumption of fruits and vegetables could save more than 100,000 lives and $17 billion in health care costs related to heart disease each year. 1

4 GrowNYC s Greenmarket program operates 54 farmers markets in the five boroughs of New York City and has been providing healthy, fresh produce to New York City communities for 36 years. Our producer-only markets include more than 230 farmers from the Northeast, including parts of New York, Pennsylvania, New Jersey and New England. Currently 51 Greenmarkets accept SNAP/EBT was the second year that the EBT in Farmers Market Project operated in our largest Greenmarket, Union Square, and sales increased dramatically from $165,000 in 2011 to over $241,000. The Health Buck EBT incentive program was offered at Union Square for the first time in 2012 and an incredible $56,000 in Health Bucks were distributed July through December. Moreover, Greenmarket partnered with the New York City Coalition Against Hunger, The Food Bank for New York City, and Met Council to offer Food Stamp screenings every week at market. The world-famous Union Square Greenmarket operates year-round, four days per week, and in peak season has 140 participating regional farmers, fishermen, and bakers. Union Square is one of New York City s great public spaces and 350,000 pedestrians walk through the market on a busy day. Public awareness of the EBT in farmer s market project increased significantly when we began accepting EBT at the flagship Union Square Greenmarket. This market is a hub for all sorts of communities. People visit the market from every borough and well beyond New York City,and market staff report that every day someone new learns that they can use their EBT card at Greenmarket. GrowNYC s Greenmarket EBT project aims to increase New York City families access and ability to purchase fresh and nutritious food. In order to achieve these goals, hunger and nutrition programs like SNAP and WIC must be fully funded. Greenmarket also believes that providing opportunities for learning about nutrition and cooking is fundamental to improving nutrition. Greenmarket s Electronic Benefits Transfer (EBT) in Farmers Market Program, along with the Health Bucks Program, the Farmers Market Nutrition Program (FMNP) and the WIC Vegetable and Fruit Check program are the groundwork for achieving these goals. As part of GrowNYC s good food, good health initiatives and as a direct result of continued funding from Speaker Christine Quinn and the New York City Council, as well as additional support from the Farmers Market Federation of NY and the U.S. Department of Agriculture (USDA), Greenmarket has established a national model for operating EBT at farmers markets. In just seven years the project has greatly expanded access to healthy, fresh, local food in New York City. In 2005 only three of our markets had the capacity to accept EBT; in 2012, EBT cards could be used at 51 Greenmarkets, and sales exceeded $831,000 an 83,000% increase from when the program began in In some markets, daily EBT sales have reached over $6,000. EBT has become a critical source of income for farmers who depend on these markets for survival, with some farmers reporting that EBT sales comprise between 25-50% of their total income. Over the last seven years, multilingual advertising, outreach, and word of mouth have been successful in informing increasing numbers of food stamp recipients that they can use EBT at Greenmarkets across the city. Every year, more families are choosing to purchase the freshest regionally grown produce from their local Greenmarket. 2

5 YEAR AT A GLANCE TOTAL EBT SALES INCREASED Increased EBT sales from $638,000 in 2011 to over $830,000 in Single day sales totaled over $6,000 at some markets. EBT ACCESS INCREASED Returned EBT to 43 Greenmarkets and introduced to 8 additional Greenmarkets. WIC + INCENTIVE PROGRAM Increased the value of $6, $10 or $15 Vegetable and Fruit checks when spent at selected Greenmarkets. Over $8,500 in checks spent at the ten Greenmarkets. Program brought 385 new customers to the markets. HEALTH BUCKS EXPANDED Distributed $260,000 in Health Bucks at 51 Greenmarkets. GREENMARKET SENIOR TOURS LAUNCHED Modeled after the Greenmarket school tours project, Greenmarket now offers tours to NYC senior centers. Interactive tours help increase seniors understanding of local agriculture and the importance of eating fresh, seasonal foods. Activities include Greenmarket Bingo, Food Stamp screenings, jeopardy and scavenger hunts. FOOD STAMP SCREENINGS Screened over 300 people for SNAP/EBT in 15 Greenmarkets, in partnership with the Food Bank, New York City, Coalition Against Hunger and Met Council. COMPREHENSIVE NUTRITION EDUCATION AND COOKING WORKSHOPS The NYC Department of Health s Stellar Farmers markets and Cornel Corporative Extension performed workshops regularly at 12 Greenmarkets, reaching over 22,000 Greenmarket customers. Topics included healthy eating, food resource management, food safety and tips on saving money when shopping and promotes a diet rich in fruits and vegetables. 3

6 2012 FOUNDATIONS FOR SUCCESS: CONTINUED GROWTH IN EBT SALES In 2012 Greenmarket s EBT sales exceeded $831,000 up from $638,000 in 2011 and since 2008 our EBT customer base has increased by 90% annually. The exponential growth in EBT sales and EBT customers since the project began in 2005 are the direct result of the following efforts: In of 54 Greenmarkets accept EBT an increase from 43 markets in Greenmarkets that accept EBT are open year-round. Continued funding from the New York City Council and Speaker Christine Quinn has been essential to Greenmarket s EBT project success a mission ensuring that all New York City residents who receive Food Stamps have the opportunity to spend them at one of many neighborhood Greenmarkets. Partnerships with the New York City Department of Health and Mental Hygiene, Farmers Market Federation of New York, NYS Department of Agriculture and Markets, as well as other non-profits and foundations enable us to expand and enhance the ways in which we serve low-income consumers. Expanded buying power incentives like Health Bucks, which are $2 coupons provided to EBT customers for every $5 spent at the market, operated by the NYC Department of Health & Mental Hygiene, are a vital component to the success of the EBT Program. Our expanded multi-lingual promotion, advertising and outreach campaign including Spanish, Polish, Arabic, Russian, Chinese, Korean and Yiddish languages reaches diverse communities across New York City. EBT SALES INCREASE IN GREENMARKETS CITY WIDE $638,140 $831,601 The consistency and expertise provided by a full-time dedicated EBT Project Manager cannot be underestimated. The manager, along with a part-time Project Coordinator and bookkeeper, train and support our at-market staff on the wide variety of tasks needed to successfully operate our EBT Program. EBT Coordinators at the busiest markets ensure that EBT shoppers receive excellent customer service and are not left waiting to purchase tokens or have questions answered. $505,166 $251,216 $100,072 $40,661 $952 $14,

7 A NYC Human Resource Administration mailing to EBT enrollees in three NYC District Public Health Office catchment zones (neighborhoods experiencing disproportionately poor health outcomes) informing them of Health Bucks and EBT-eligible farmers markets had an immediate impact on EBT sales. Ten percent of customers surveyed report that they found out about the program from the mailing. Greenmarket conducts outreach and forms strategic partnerships with community groups, Food Stamp offices, hospitals, WIC and senior centers, soup kitchens, food pantries, local churches, city officials, community boards and numerous other community-based organizations serving local residents to ensure Food Stamp recipients have information about spending their benefits in farmers markets. 5

8 REACHING COMMUNITIES WITH PROMOTION AND ADVERTISING Outreach, advertising and education are critical in drawing shoppers using EBT to farmers markets and overcoming barriers to EBT use in farmers markets. Barriers include: a misconception that farmers markets are too expensive and cater to the wealthy; the time constraints of working EBT recipients who don t have time to make it to our markets or time to cook the food available for purchase; an understanding of healthy diet choices; a lack of cooking skills, especially with unfamiliar vegetables and fruits; and language barriers. We have three goals for our annual promotion and advertising campaign: Residents of New York City with EBT cards who are already interested in healthy, local, fresh produce, but who don t know about our program, will learn about it and shop at our marketss. Help educate New York City residents/ebt recipients about the myriad benefits of shopping at Greenmarket such as taste and freshness, improved health, community building, and the positive environmental and economic impacts it provides. Ensure that every person walking through a market that accepts EBT is aware that they can shop with their EBT cards. Print/Media In 2012, we continued our community outreach and awareness efforts with an intensive, multilingual media outreach campaign utilizing print ads, bodega posters, and bus and subway platform advertisements. We began with a newspaper ad campaign that ran ads in the Metro, AM New York, El Diario, Queens Courier, Manhattan Times and the Daily News from the end of June through October. This targeted campaign was aimed at both specific neighborhoods and the city overall. We also produced English and Spanish posters which were hung outside 50 bodegas and inside 50 check cashing stores. All were located in close proximity to our EBT markets and advertised that Greenmarkets accept EBT cards. Face to Face Our extensive community outreach, conducted on a year-round basis including when markets are not in operation, targets community groups, Food Stamp offices, soup kitchens, food pantries, local 6

9 churches, city officials, community boards and numerous other community-based organizations serving local residents. Greenmarket continually sends fliers and gives presentations to neighborhood organizations/service providers and community groups to spread the word. Prominent multilingual market signage is also critical in making customers aware that they can use their EBT cards at that market. Distribution of Educational Videos In 2011 GrowNYC created a series of three educational videos on how to use Electronic Benefits Transfer (EBT), Farmers Market Nutrition Program (FMNP), and Women, Infants, and Children Vegetable and Fruit (WIC V & F) checks at Greenmarket. These videos are tools to educate clients/participants on how to use these programs at farmers markets. The videos are located on our website at In 2012 Greenmarket staff distributed over 150 of these videos to WIC centers, senior centers, and CBOs. OUTREACH AND ADVERTISING Our outreach and advertising included Spanish, Polish, Arabic, Russian, Chinese, Korean and Yiddish languages. The newspapers included: Manhattan Times, Metro NY, El Diario, the Daily News, Queens Courier, El Correo de Queens and the Staten Island Advance. 7

10 INCREASING ACCESS TO FOOD STAMP BENEFITS Food Stamp Screenings Despite the New York City Food Stamp program reaching record levels of participation with million residents receiving Food Stamps in 2012, there still remains a gap in the participation rate. In New York City, one in three people who are eligible for the Food Stamp program remain un-served (SNAP/Food Stamp Participation Data, Food Research and Action Center). This means that at a minimum, 425,000 NYC residents are living at or below the poverty level and are not receiving the benefits to which they are entitled to purchase food. Food Stamp screenings reportedly increase a potential applicant s chance of registering by 50% (Making Food Stamps Work, Philadelphia Coalition Grains, Flour, Baked Goods 11% Against Hunger). HOW EBT CUSTOMERS SPEND THEIR BENEFITS Preserves, Pickles 1% In 2012, Greenmarket partnered with the Food Bank, the New York City Coalition Against Hunger, and Met Council to have regular Food Stamp screenings in Greenmarkets. We were able to provide over 500 screenings in fifteen different markets, including regular screenings in our largest Greenmarket, Union Square. Offering the screenings at our markets creates a great opportunity for low-income market customers to check if they are eligible, while also promoting the use of EBT at farmers markets and the connection to access to fresh healthy food. Dairy, Cheese 7% Eggs, Poultry 4% Fish 4% Honey, Maple Syrup 5% Meat 4% Vegetables, Mushrooms, Edible Plants 46% Orchard 18% Filling a Gap in Food Access In 2012, Greenmarket EBT shoppers spent their money primarily on those items most difficult to find in their neighborhoods. Of the total 2012 Food Stamp dollars spent at Greenmarkets 64% were spent on fresh vegetables and fruit, 1% preserves and pickles, 4% on free range eggs and poultry, 4% on sustainably caught fresh fish, 4% on meat, 7% on dairy products and 11% on whole grains, flour and baked goods. 8

11 GREENMARKET CUSTOMER SURVEY FINDINGS This summer Greenmarket surveyed 495 shoppers at random in 8 markets that accept EBT. 23% of customers reported 72% of respondents said that their 40% of customers responded that it 95% said that the quality of the it difficult to buy fruits consumption of fresh fruits and was important or very important produce was very important and vegetables in their vegetables had increased some that the market accepting Food in their decision to come to neighborhood or greatly as a result of shopping Stamps and FMNP when making the farmers market at the farmers market a decisions to come to the market Health Bucks make the farmers market more affordable than the grocery store. SHOPPER AT THE 97TH ST GREENMARKET ON THE UPPER WEST SIDE The EBT program is great! It benefits both customers and farmers. Some of my regular and well-loved customers are EBT users and at some markets, farmers couldn t survive without their EBT sales! JOHN SCHMIDT, FARMER AT CORTELYOU Nutrition is a vital part of maintaining a healthy lifestyle, and the Health Bucks really help me stretch my budget. SHOPPER AT THE MOUNT SINAI GREENMARKET IN EAST HARLEM The tokens are simple and easy to redeem. For me, it brings more money to my stand which I love. DAVE WILLIAMS, FARMER AT GRAND ARMY PLAZA 9

12 PUTTING NUTRITION FIRST: PARTNERSHIPS AND INCENTIVES WIC and Senior FMNP (Farmers Market Nutrition Program) One of the most important food access programs for low income New Yorkers is the Farmers Market Nutrition Program, a federally funded and state administered program, created to provide fresh, unprepared, locally grown produce to, and to expand the awareness and sales at farmers markets. The New York State Farmers Market Nutrition Program (FMNP) provides $4 checks redeemable for fresh fruits and vegetables at participating farmers markets including all 54 Greenmarkets. In 2012, $2.616 million worth of FMNP checks were redeemed by Greenmarket producers almost half of the total FMNP dollars available in New York State. In appropriations for 2013, WIC FMNP will be cut nationally and as a result $500,000 will be cut from the Farmers Market Nutrition Program (FMNP) in New York State. At some Greenmarkets, such as Poe Park in the Bronx, 175th St. in Manhattan and Corona, Queens, farmers receive almost no cash sales, with customers relying on federal and state nutrition programs to feed their families healthy foods. Continued cuts to the FMNP program would result in job loss, income loss, greatly reduced food access for an at risk population, the closure of at least 12 markets, serious impacts on the businesses of the 78 regional farmers that attend these markets, and significant curtailing of the availability of fresh, affordable vegetables and fruits for neighborhood residents. Aside from these Greenmarkets, it is difficult to find fresh quality food in these neighborhoods. Local, state and federal budgetary channels are being explored to minimize the impact of this cut for We are advocating for funding to be fully restored in WIC Vegetable and Fruit Checks (WIC V&F Checks) The Special Supplemental Nutrition Program for Women, Infants and Children (WIC) provides federal grant funding to states for health care referrals, supplemental foods, and nutrition education for women who are pregnant or have small children, with inadequate resources and are found to be at nutritional risk. To offer foods that are lower in fat, higher in fiber and more culturally suitable there was an alteration to the WIC food package in Of these changes, one was made to offer more produce through monthly Vegetable and Fruit checks. These checks, valued at $6, $10 and $15 can be used to purchase fresh, frozen and canned produce at super markets. Thanks to the hard work of the New York State 10

13 Department of Agriculture and Markets, since the summer of 2009 these checks can be redeemed for fresh fruits and vegetables at participating farmers markets in New York, making ours the first state to accept these checks in farmers markets. This represents a noteworthy revenue stream for our producers and a vital resource for families in need, as in New York State alone there will be $33 million distributed annually compared to just over $5.3 million in FMNP. In 2012 just over $24,000 of WIC V&F checks were redeemed in New York State Farmers Markets, only a fraction of a percent of this program s potential. Health Bucks Program Spikes EBT Sales in 2012 The NYC Department of Health and Mental Hygiene s (DOHMH) Health Buck program has been vital to the continued success of Greenmarket s Food Stamp program. Established by the NYC DOHMH Bronx District Public Health office as the nation s first at-market incentive program, for every $5 a customer spends using EBT, s/he receives one $2 Health Buck to purchase fresh fruits and vegetables in participating farmers markets. This ground-breaking model directly supports Greenmarket s mission, providing opportunities for New York City residents to buy fresh and reasonably priced produce while supporting regional family farms and agriculture. The Health Bucks incentive has dramatically increased EBT spending at neighborhood Greenmarkets. Health Bucks provide a 40% increase in buying power and encourages shoppers to spend more of their monthly Food Stamp allotment at the farmers market on fresh fruits and vegetables. In 2009, survey data demonstrated that more than 90% of market Food Stamp customers bought more produce because of the Health Buck incentive (Farmers Markets Initiatives 2010 Report, NYC Department of Health and Mental Hygiene). In the 2012 season, the NYC DOHMH expanded Health Bucks to 138 markets in New York City, including 51 Greenmarket. The Health Bucks expansion resulted in huge increases in EBT sales at a number of markets, including Union Square our flagship market, where we distributed over $56,000 in Health Bucks and EBT sales were driven from $165,000 in 2011 to over $241,000 in In 2012, Greenmarket distributed over $260,000 in Health Bucks from July-December. Greenmarket also participated in a smaller scale Health Buck incentive this past spring where we distributed almost $3,000 in coupons at four Greenmarkets in March and April. Another crucial piece to spreading the word about EBT and Health Bucks is the NYC Human Resource Administration s mailing in late June informing all Food Stamp recipients that live in neighborhoods where Health Bucks are available that they can receive a $2 Health Buck coupon for every $5 spent in Food Stamps at farmers markets. This mailing brings many new customers to the market and the increased purchase power encouraged customers to spend more of their Food Stamp dollars on fresh fruits and vegetables. EBT SALES DATA: HEALTH BUCKS $262,950 $82,202 $93,298 $152,212 $123,234 To learn more about Health Bucks at Greenmarket go to: $7,

14 Stellar Farmers Markets and Cornell Cooperative Extension Taking the time out of one s day to prepare a healthy meal is something many New York residents spend little time thinking about. This lack of time and awareness of food preparation has resulted in a loss of food knowledge, unhealthy eating habits and the reliance on more processed foods. Partnering with the NYC DOHMH Stellar Markets program and Cornell Cooperative Extension s Farmers Market Nutrition Education Program, Greenmarket is working to fight these challenges in our communities and to introduce shoppers to easy and healthy recipes and cooking techniques. In 2012, Greenmarket regularly hosted the NYC DOHMH Stellar Markets program at nine Greenmarkets, two more than in This program promotes the benefits of a diet rich in fruits and vegetables and improves the ability of city residents to prepare healthy meals using local and seasonal produce. Using the Just Say Yes to Fruits and Vegetables curriculum, Stellar Farmers Market nutritionists provide free, comprehensive nutrition education workshops and cooking demonstrations at select farmers markets throughout NYC. Workshops include topics such as healthy eating, food resource management, food safety, and tips on saving money when food shopping. Overall Stellar Markets reached 21,765 Greenmarket shoppers via nutrition education and cooking workshops and through the distribution of nutrition handouts, recipes and taste samples. Additionally, staff and volunteers from Cornell Cooperative Extension s Farmers Market Nutrition Education Program perform cooking demonstrations at our markets using available seasonal ingredients to encourage consumption of locally-grown fruits and vegetables and promote proper use of FMNP checks. Their goals are to increase access to fresh fruits and vegetables, motivate participants to purchase and increase their consumption of these foods, and promote both New York State growers and the farmers markets where they sell their products. Cornell regularly attended three markets in Mt. Sinai Hospital Since 2008 Greenmarket has partnered with Mt. Sinai Hospital to distribute Mt. Sinai Prescription for Healthy Living coupons valued at $2; almost $9,000 worth of coupons were redeemed at the Mt. Sinai Greenmarket this past season. These coupons are distributed to incentivize Mt. Sinai staff, patients and residents of nearby public housing to shop more regularly at the Mt. Sinai Greenmarket. Columbia Presbyterian Hospital Greenmarket also partners with Columbia Presbyterian Hospital s Choosing Healthy and Active Lifestyles for Kids program (CHALK). In 2010 we jointly launched the Green Bucks Program. Green Bucks are $2 coupons customers can use to buy fresh and delicious produce at area Greenmarkets. Green Bucks are funded through various programs at New York-Presbyterian Hospital/Columbia University Medical Center. CHALK s goal is to increase availability, awareness and demand for fresh, local and healthy foods in Northern Manhattan for the neighboring community, and for hospital and university staff, students and patients. In 2012 over $1,900 of these coupons were redeemed by our farmers. 12

15 Greenmarket Bucks Greenmarket Bucks are $2 coupons that can be used to purchase products in any Greenmarket. Two types of Greenmarket Bucks are available: one for fruits and vegetable only and the other for any market product. Greenmarket Bucks are sponsored and distributed by businesses, community based organizations and non-profit organizations as incentives or rewards to clients, employees or specific community groups who want to promote the consumption of fresh food and shopping at farmers markets. When purchasing Greenmarket Bucks sponsors have the option of purchasing Greenmarket Buck Packages where a portion of their purchase is donated to help low income New Yorkers purchase fruits and vegetables from Greenmarkets. The Bucks are intended to both assist consumers in developing healthy diets by introducing them to the fresh foods available at our farmers markets and to generate additional income for regional farmers. In 2012, Greenmarket Bucks were purchased by Slow Food, Neuberger Berman, Alas de Rio, 92Y, Duetsche Bank, and Mt. Sinai Hospital. That year, the Bucks were primarily distributed to students K-12 who visited Greenmarkets through our School Tours program. Students who attended a school where 70% or more of the population qualifies for the federal free lunch program are provided with a $2 Greenmarket Buck to spend at market. Over $17,000 in Greenmarket Bucks were redeemed in Greenmarket Health Fair In 2012, Greenmarket continued its Health Fair series at the Union Square Greenmarket from July through November. This year Greenmarket scaled up, having specific Health Days each month at the Market Information tent. We invited partner organizations to provide free services including blood pressure and diabetes screenings by Sanford Brown and Beth Israel, Food Stamp screenings by the Food Bank, information about the WIC program from Public Health Solutions and nutrition demonstrations by the youth participants of GrowNYC s very own Learn it, Grow it, Eat it Program. Again, this proved a wonderful way for Greenmarket shoppers to check their wellness and connect their health and nutrition to eating fresh food from Greenmarkets. GrowEBT Many EBT users do not know that Food Stamps can be used to purchase seeds and plants that produce food. For shoppers with a green thumb, this can be a great way to stretch Food Stamp dollars. In the spring of 2012 Greenmarket continued our GrowEBT campaign, encouraging customers to grow their garden with their Food Stamps. We provided posters, flyers, prizes and at-market gardening demonstrations to teach the benefits of growing your own food. 13

16 Additionally, there are opportunities to redeem EBT for food producing plants at GrowNYC s Open Space Greening Program annual Spring Plant Sale, which provides community groups with perennial and annual flowering plants, herbs, ground covers, and vegetables from Greenmarket farmers at wholesale prices. The 2012 Spring Plant Sales accepted EBT for the purchase of edible plants. Combined EBT sales for edible plants from Greenmarkets and the Spring Plant Sale totaled over $5,000. Greenmarket Seniors In 2012, Greenmarket launched Greenmarket Seniors. Molded after the Greenmarket Youth Education Project which connects thousands of New York City schoolchildren in grades K-12 with Greenmarkets, farmers, and chefs each year, Greenmarket Seniors connects active, older, New Yorkers with farmers markets and regional farmers, to increase their understanding of local agriculture and the importance of eating fresh, seasonal foods. Fun, interactive learning experiences enhance the seniors understanding of how food choices impact their health, their environment, and their communities. Senior tours at Greenmarkets explain the concepts of seasonality, local food, and sustainable agriculture. They include an exploratory walk-through of the market, a fun seasonal tasting of Greenmarket farmer products, and take-home recipes. Our interactive outdoor tours allow participants to discover the unique varieties and delicious flavors of farm fresh food and to explore and interact with the community created by farmers markets. Greenmarket also offers activities such as Greenmarket BINGO, Food Stamp screenings, trivia, and scavenger hunts for seniors. When available, Greenmarket provides participating seniors with a $2 Health Buck or Greenmarket Buck to spend on fruits and vegetables at the market. Wholesome Wave and WIC+ Wholesome Wave is a national non-profit organization that works to create programs that increase affordability and access to fresh, healthy, locally grown fruits and vegetables to all people, while supporting small and midsize farms. Wholesome Wave partners with farmers markets, community leaders, healthcare providers, like-minded nonprofits, and government entities to implement programs that benefit both consumers in underserved communities and the farmers who supply them was the second year Greenmarket partnered with Wholesome Wave to operate a WIC Vegetable and Fruits Check incentive program. In the spring of 2012 Wholesome Wave awarded Greenmarket $7,500 for WIC +. WIC+ is a program that incentivizes WIC participants to spend their WIC Vegetable and Fruit Checks in Greenmarkets by providing an extra $2 for a $6 check, an extra $4 for a $10 check and an extra $6 for a $15 check. The program was operated in ten markets and was very successful. With the addition of Wholesome Wave s contribution, over $3,200 in Greenmarket Bucks were distributed as incentive, over $8,500 of WIC V & F checks were spent in participating markets, and 335 new customers visited Greenmarket. Continuing into 2013, Greenmarket and Wholesome Wave are reinstating the WIC + program as a winter incentive, doubling the value of the WIC checks, at ten year-round Greenmarkets. To learn more about Wholesome Wave and their programs, please visit: 14

17 LOOKING FORWARD GrowNYC has always believed that eating high quality fresh fruits and vegetables is a basic right and that the demand for healthy choices exists throughout our city. We know that if we provide access and affordability, we can serve that demand. By pairing education and opportunity, and with the help of many dedicated partners, Greenmarket will enhance services to low-income shoppers in The Health Bucks Program Will Continue The Health Bucks program has been a tremendous success, incentivizing EBT recipients to purchase fresh fruits and vegetables at farmers markets. In 2012 over $260,000 in Health Bucks were distributed in Greenmarkets. A benefit to both farmers and communities, the NYC Department of Health and Mental Hygiene will continue the program in Greenmarket Is Increasingly a Resource for Farmers Market Organizations Around the Country GrowNYC s Greenmarket EBT Program has become widely recognized as a successful model for farmers market programs around the country and we are frequently contacted by farmers market organizations and community groups seeking our advice and expertise. Greenmarket has developed extensive community outreach plans for each of our markets. We also have at-market programming and outreach how-to sheets including activities like: cooking demos, how to featuring market products, and how to reach out to senior centers, WIC centers, and schools. These how-to sheets give tips on the methods we have found to be the most successful are relevant for any farmers market operator. These sheets are available on our website in special section devoted to resources for other market operators. Greenmarket s partnership with Wholesome Wave has brought us into their learning community. This is a great platform for us to share our insights as one of the largest farmers market organizations in the country. Our 54 markets are extremely diverse in their size, location, customer base, and needs, which gives us a large frame of reference to support other market operators. This partnership also provides us the opportunity to learn about the successful strategies and programs of other market operators around the country. 15

18 WIC Curricula Greenmarket is working with the New York State Department of Health and Public Health Solutions to develop an all about farmers markets curriculum to assist WIC centers in teaching their clients about the benefits of shopping in farmers markets. This curriculum provides colorful, bright, catchy and easily understood information on the health benefits of shopping at market and market tips for first time shoppers. The WIC curriculum will be available in both Spanish and English. WIC + Greenmarket has been awarded money to continue the WIC incentive program in the 2013 farmers market season. Starting in June of 2013 all Greenmarkets in the Bronx, Queens and Northern Manhattan will offer the WIC + incentive. Fruit and Veggie Rx Greenmarket is pleased to announce that in 2013 we will partner with Wholesome Wave to pilot the Wholesome Wave s Fruit and Veggie Rx (FVRx ) program at our Lincoln Hospital market in the Bronx. FVRx is designed to provide assistance to overweight and obese children who are at risk of developing diet-related diseases, such as type 2 diabetes and heart disease. Fruit and vegetable prescriptions are distributed by community healthcare providers and redeemed at participating farmers markets for fresh, locally grown fruits and vegetables. Each dollar invested in the FVRx program benefits the community by nourishing the consumer, boosting farmers revenue, and supporting overall community health. 16

19 Health care providers and farmers market partners work together to identify and enroll nutritionally at risk children as participants in FVRx. A primary care provider and nutritionist meet with each participant monthly to discuss and reinforce the importance of healthy eating. During each health care visit, the participant receives an FVRx prescription redeemable only for locally grown produce and valued at $1 per day per family member. The participants redeem the FVRx prescription for fresh fruits and vegetables at participating farmers markets at least every two weeks throughout the 4-6 month program. Senior Tours In 2013, Greenmarket is partnering with the New York City Department for the Aging (DFTA) to expand the Greenmarket Seniors project and schedule more senior tours. Greenmarket is also hiring an intern dedicated to the Senior project, giving tours and reaching out to organizations throughout New York City to promote Greenmarket Seniors. Smart Phones Accepting EBT In partnership with the Farmers Market Federation of New York, Nova Dia Group and World Pay Solutions, in the summer 2013 Greenmarket will pilot a smart phone/ipad app to accept EBT in select Greenmarkets. This technology will hopefully reduce the huge administrative effort in operating the EBT project and aid our project growth and goals in making farmers markets a viable marketplace for all shoppers. Moreover, the transaction costs of processing EBT transactions on this app are considerably cheaper than previous EBT technology. Reducing these costs makes accepting EBT more accessible to farmers and farmers market operators around the country. 17

20 BEYOND THE FARMERS MARKET GrowNYC offers a variety of programs outside of the Greenmarket that help to address food access, affordability, and nutrition in the City while supporting regional farmers: Youthmarket Youthmarket is a network of urban farm stands operated by neighborhood youth, supplied by local farmers, and designed to bring fresh fruits and vegetables to communities throughout New York City. Through Youthmarket, families in all five boroughs now have increased access to farm fresh food, youth participants earn salaries and learn small-business skills, and farmers in the New York City region are achieving higher revenue through access to underserved markets. Youthmarket, which is based on the Greenmarket model, seeks to address food inaccessibility linking regional farmers with underserved consumers in New York City. Communities benefit from an influx of fresh, healthy food and farmers access new markets without the costs associated with retailing. In 2012 all 11 Youthmarkets accepted EBT. Fresh Food Box GrowNYC s Fresh Food Box Program is a food access initiative that allows underserved communities to purchase fresh, healthy, locally-grown produce in pre-packed boxes containing the best of what s seasonally available on regional farms. Fresh Food Box customers can take advantage of the cost benefits of buying in a group, and enjoy the quality and variety of a Community Supported Agriculture (CSA) share with the flexibility to purchase by the week rather than by the season. GrowNYC distributes Fresh Food Boxes in collaboration with community partner organizations at ten sites in NYC. Customers pre-order bags one week in advance on the designated distribution day, and the next week pick up their Fresh Food Box containing 8-10 seasonal fruits and vegetables, as well as information on how to store and prepare the produce they ve received. Customers can pay in cash, credit/debit, and EBT/SNAP benefits. 18

21 Brownsville As part of the New York State Department of Health s Creating Healthy Places to Live, Work, and Play grant, in 2011 GrowNYC and the Brownsville Partnership, a community development organization, launched four coordinated strategies to reduce the incidence of obesity and type 2 diabetes through policy, system, and environmental changes to Brownsville, Brooklyn. Kings County, where Brownsville is located, is known for higher rates of obesity and type 2 diabetes than the majority of other counties in New York State. Additionally, Brownsville registers significantly higher rates of obesity and type 2 diabetes than Kings County as a whole. To help address these concerns, GrowNYC is giving residents greater access to fresh produce by operating two Youthmarkets in Brownsville, bringing that program s success to the community. GrowNYC is also working with a total of eight bodegas, green grocers, and supermarkets to distribute produce grown by Wholesale Greenmarket farmers, significantly increasing consumers access to fresh, locally grown fruits and vegetables. GrowNYC staff work directly with store owners to select products and create displays that encourage customers to purchase more produce, providing advertising materials, in-store display equipment, and technical assistance for proper storage. Wholesale & Greenmarket Co. In September 2009, GrowNYC assumed management of the Wholesale Greenmarket formerly located in the New Fulton Fish Market in the Hunts Point Section of the Bronx. The growers that sell at this market represent the remaining group of farmers that once sold at the flourishing Bronx Terminal Market. This outdoor market offers regional farm-fresh flowers, fruits, and vegetables at competitive wholesale prices, and provides wholesale buyers with the opportunity directly from the grower. With the goal of establishing a more viable market location, the market has been relocated to Oak Point, adjacent to Restaurant Depot. In spring 2012, Greenmarket Co. began offering aggregation and delivery of regional products utilizing a temporary GrowNYC managed distribution hub warehouse. This program provides deliveries of local farm products to retail food outlets, bodegas, and restaurants, as well as to institutions such as the City Meals on Wheels Program, senior centers, and GrowNYC food access programs. By providing delivery and brokering services, GrowNYC is reducing barriers in the NYC wholesale marketplace for regional producers seeking profitable business opportunities and buyers seeking high-quality, locally-grown products. In 2012, Greenmarket Co. distributed more than 300,000 lbs of local food throughout the city. As Greenmarket Co. continues to expand, GrowNYC continues to seek support to build a permanent state-of-the-art wholesale facility to enable the hundreds of midsize farmers in our region to meet New York City s demand for fresh, local food. 19

22 Fresh Pantries Since 1983, Greenmarket has partnered with City Harvest to distribute locally grown food from Greenmarkets to food pantries across the city. In 2008, the New York City Coalition Against Hunger and Greenmarket identified additional opportunities to donate produce and feed hungry New Yorkers. By connecting regional farmers with in-need New Yorkers, Greenmarket, the NYCCAH, and City Harvest are helping to address hunger and build community around healthy, local foods. Each week during the height of the season, farmers from 35 Greenmarkets donate their fresh fruits and vegetables to local food pantries, homeless facilities, soup kitchens, and community centers in all 5 boroughs. In 2011, our farmers donated over 850,000 pounds of food. 20

23 SUPERSTORM SANDY In late October of 2012, Superstorm Sandy hit the Northeast, devastating New York City and surrounding areas. Thousands of families were left without electricity, their homes flooded or severely damaged and they were without access to daily necessities, e.g. transportation, health care or access to food. Fortunately, few Greenmarket farms were affected by the storm itself, and only several market days were canceled. Greenmarket worked diligently to open markets as soon as 24 hours after the storm. Because Greenmarket s EBT terminals are wireless, Greenmarkets were one of the only places EBT customers could go to purchase fresh food because grocery stores and bodegas lacked electricity to process card transactions. Donate a bag Based on a similar successful program operated in partnership with City Harvest, in October and November, Greenmarket operated a food donation program in fifteen of our markets collecting over 45,000 pounds of fresh local food and produce to go directly to centers of worship, soup kitchens, and community centers preparing meals for impacted populations. The program was so successful and the need was so great that the Greenmarket was able to secure funding from Wholesome Wave and Farm Credit East Cares to continue these donations through March Fresh Connect In November Greenmarket partnered with Governor Cuomo s office to distribute $12,800 in Fresh Connect Checks to hurricane victims. Fresh Connect Checks are $2 coupons redeemable for fresh and local food at farmers markets. Greenmarket distributed $3000 of these Fresh Connect Checks to several communities in Staten Island affected by the hurricane. Those affected by the hurricane received $10 to spend at the Saint George or Staten Island Mall Greenmarket. Also, GrowNYC contributed over $4,000 in Fresh Connect Checks to Added Value Farm in Red Hook, to distribute to customers at its farmers market. Finally, Greenmarket distributed the remaining money to two regional farms to provide six weekly deliveries of seasonal produce to the Rockaway Rescue Alliance and Culinary Kids, two organizations preparing meals for people living in neighborhoods severely affected by the hurricane. A total of 7,000 pounds of food was donated thanks to the Fresh Connect funding. 21

24 CONCLUSION GrowNYC takes great pride in operating Greenmarkets in low income neighborhoods and in continually dispelling the myths that that lower income shoppers cannot support a farmers market. Over the past twenty-plus years, we have operated Greenmarkets in Washington Heights, the South Bronx, Sunset Park, and various locations in Queens, recognizing that all New Yorkers want to purchase the healthiest and best foods for their families. In fact, more than 40% of our markets are located in communities with median household income that is below the average for New York City (U. S. Census Bureau, American Community Survey, 5-Year Estimates, ). Our markets attract thousands of customers from all five boroughs and across all income levels, a fact showcased by the robust Grand Army Plaza and Union Square Greenmarket EBT redemptions. The huge success and growth of the Greenmarket program is proof of the great demand for healthy, fresh, local products in New York City by New Yorkers of all backgrounds. As farmers markets become increasingly vital to addressing community food insecurity and the survival of small family farms, it is crucial to equip farmers with the technology to accept EBT and the huge revenue opportunity it provides. GrowNYC s commitment to supporting regional family farms and providing all New Yorkers with fresh, local food extends beyond farmers markets and into local grocery stores, food pantries and institutions. In order to provide greater access for those New Yorkers most in need and to ensure that EBT at farmers markets is consistently and effectively implemented, it is crucial to have partnerships, sufficient funding, and financial incentives. GrowNYC is extraordinarily thankful for the vital support we receive from Speaker Quinn and the New York City Council, as well as the USDA and other foundations and funders including Wholesome Wave, Fresh Rodney L. White Foundation, New World Foundation, Doris Duke Charitable Foundation, NYS Fresh Connect, Deutsche Bank Foundation, Empire State Development and the New York Community Trust. Because of this assistance GrowNYC and all of our partners in New York City agencies, City Meals on Wheels, the New York City Coalition Against Hunger, Food Bank for New York City, City Harvest, Farmers Market Federation of NY, NY State Department of Agriculture and Markets, and numerous community-based organizations, hospitals, health centers, and tenant associations will continue to be leaders and innovators in providing access to fresh, locally grown produce to all New Yorkers. 22

25 DEFINITIONS FMNP (The New York State Farmers Market Nutrition Program): $4 checks distributed to families enrolled in WIC (Special Supplemental Nutrition Program for Woman Infants and Children) and Senior Nutrition Programs. These checks are redeemable for fruits and vegetables at participating farmers markets. EBT (Electronic Benefits Transfer): The electronic system that automates the delivery, redemption, and reconciliation of issued public assistance benefits including Food Stamps. WIC Vegetable and Fruit Checks: Issued by WIC (Special Supplemental Nutrition Program for Woman Infants and Children) as part of a refinement to the traditional WIC package, these $6, $10 or $15 checks can be used at participating farmers markets in New York State. WIC+: An incentive program developed to encourage WIC Vegetable and Fruits Checks in qualifying Greenmarkets. When WIC participants spend their WIC Vegetable and Fruit Checks in Greenmarkets they receive an extra $2 for a $6 check, an extra $4 for a $10 check and an extra $6 for a $15 check. Health Bucks: Developed and distributed by New York City Department of Health, these $2 coupons are distributed to EBT users and can be used to purchase fresh fruits and vegetables at participating farmers markets. Greenmarket Bucks: Greenmarket Bucks are $2 coupons that can be used to purchase products in any Greenmarket. Two types of Greenmarket Bucks are available: one for fruits and vegetable only and the other for any market product. Greenmarket Bucks are sponsored and distributed by businesses, community based organizations and non-profit organizations as incentives or rewards to clients, employees or specific community groups who want to promote the consumption of fresh food and shopping at farmers markets. 23

26 Fresh Connect Checks: Funded by Governor Cuomo s office Fresh Connect Checks are $2 coupons redeemable for fresh and local food in New York State farmers markets. Governor Cuomo s FreshConnect program brings fresh food from New York farms to underserved communities throughout New York. Fruit and Vegetable Prescription Program (FVRx ): A program, developed by Wholesome Wave, FVRx is designed to provide assistance to overweight and obese children who are at risk of developing diet-related diseases, such as type 2 diabetes and heart disease. Fruit and vegetable prescriptions are distributed by community healthcare providers and redeemed at participating farmers markets for fresh, locally grown fruits and vegetables. Market Manager: Greenmarket has a number of year round and seasonal staff to manage our farmers markets. The position involves enforcement of Greenmarket rules and regulations, operating the EBT program at market and conducting promotional activities and outreach. New York City DPHO (District Public Health Office): The mission of the District Public Health Offices is to reduce health inequalities across New York City by targeting resources, programs, and attention to high-need neighborhoods in the South Bronx, East and Central Harlem, and North and Central Brooklyn. The DPHOs work to ensure that conditions for good health available, sustainable, high-quality services and efficient, effective systems flourish in these neighborhoods. 24

27 J E R S E Y Forest Ave Holland Tunnel SI Expwy Bowery Houston Delancy BQE Triborough Bridge Williamsburg Bridge 86th St 9th St 39th St 65th St Gun Hill Road Broadway Union St Atlantic Ave 50th 60th St Long Island Astoria Blvd Jackie Parsons Blvd Conduit Blvd Cross Blvd Jewel Ave 2001 Congress mandated that Food Stamps be converted from paper coupons to Electronic Benefit Transfer (EBT) cards. Farmers markets that once redeemed thousands of dollars in Food Stamps became limited to cash and FMNP sales. FOOD STAMPS in GrowNYC s Farmers Markets A history of The Farmers Market Federation of NY, the NY State Office of Temporary & Disabled Assistance, and the New York State Department of Agriculture & Markets piloted a number of programs utilizing battery-operated, wireless point-of-sale terminals at farmers markets. Prior to 2005, these programs emphasized distributing individual terminals directly to farmers In 2004 only 55 individual farmers in all of New York State accepted EBT with sales, totaling $35, Health Bucks Incentive began 2005 In 2005, Greenmarket farmers earned $1,000 in EBT dollars at three markets GrowNYC, piloted the Central Terminal token model at three Greenmarkets 2006 The New York City Council began funding Greenmarket s EBT project GrowNYC expanded EBT to six additional markets and saw sales increase from $1,000 to $14, EBT expanded into 40 markets from 23 in GrowNYC Piloted farmer operated model at 3 Greenmarkets 2009 GrowNYC Started partnership with Food Bank to offer Food Stamp screenings regulary at markets GrowNYC hired an EBT Project Manager 2007 HRA s first mailing to food stamp recipients letting them know about the market and Health Buck program. GrowNYC launched first citywide advertising campaign Rejected farmer operated model after 2 years. 23 Greenmarkets now participating in Token model 2008 Health Bucks EBT Incentive funded by the New York City Human Resources Administration (HRA) G R E E N M A R K E T EBT sales reached over $100,000 at Greenmarkets 2010 EBT added to the Union Square Greenmarket EBT Sales reached over $500, EBT sales reached over $831,000 W N E Lincoln Tunnel 11th Ave 10th Ave Hudson St Henry Hudson Pkwy Broadway Broadway Broadway Columbus Ave Central Park West Broadway 9th Ave 6th Ave 5th Ave Bleecker STATEN ISLAND Victory Blvd 10th Ave Major Deegan Expwy Grand Concourse St Nicholas Ave Ogden Ave Lenox Ave Fifth Ave Canal St 5 3 MANHATTAN Central Park Broadway Park Ave 3rd Ave 2nd Ave 1st Ave York Ave Lafayette Brooklyn Tunnel BRONX 4th Ave 5th Ave Vernon Blvd Gowanus Expwy l B n r e h t u o S Fordham Road Cross Bronx Expwy FDR Drive Manhattan Bridge E Broadway Brooklyn Bridge Staten Island Ferry Richards St Court St Wilis Ave Third Ave 7th Ave Boston Rd 149Westchester Ave 21st St 31st St Queensboro Bridge Midtown Tunnel Hamilton Ave 4th Ave Bay Ridge Pkwy Ditmars Blvd New Utrecth Ave Ft Hamilton Ave 14th Ave Grand Central Skillman Ave Queens Blvd Brooklyn Queens Expwy Bedford Ave Lafayette Ave Bronx & Pelham Pkwy Bronx Bruckner Expwy 18th Ave River Pkwy Washington Ave Shore McDonald Ave Grand Ave Flushing Ave Dekalb Ave Prospect Park Bay Pkwy Pkwy Empire Blvd Rugby Rd Ditmas Ave Stillwell Ave Boardwalk Pkwy Eastern Pkwy La Guardia Airport Northern Blvd Myrtle Ave Atlantic Ave Ocean Pkwy Surf Ave Roosevelt Ave Broadway Linden Blvd Church Ave Coney Island Ave Ave U Belt Pkwy Expwy Bushwick Ave Clarendon Rd Junction Blvd Elliot Ave Metropolitan Ave Cooper St Utica Ave Foster Ave E New York Ave Nostrand Ave Ocean Ave Kings Hwy BROOKLYN Neptune Ave Central Ave Whitestone Expwy Rockaway Pkwy 150th St Willets Pt Blvd Northern Blvd Grand Central Pkwy Robinson Pkwy Remsen Ave New Lots Ave Linden Blvd Francis Lewis Blvd Bayside Ave QUEENS Kissena Myrtle Ave Jamaica Ave Pennsylvania Ave Flatlands Ave Shore Pkwy 162th St Main St Atlantic Ave Clearview Expwy Lefferts Blvd Rockaway Point Blvd Island Pkwy Utopia Pkwy Flatbush Ave Marine Pkwy Bridge HOW TO USE THIS MAP Greenmarket Youthmarket Greenmarket with EBT Wholesale Bell Pkwy Grand Central Pkwy Van Wyck Expwy Cross Bay Blvd Northern Blvd Long Island Expwy Hillside Ave Linden Blvd Rockaway Blvd Nassau Expwy Beach Channel Dr 73rd Ave Sutphin Blvd Union Trnpk Guy Brewer Blvd Farmers Blvd Merrick Blvd Southern Pkwy Rockaway Beach Blvd Rockaway Blvd JFK Airport 2012 Health Bucks Expanded to every farmers market in New York City GrowNYC s Greenmarket program promotes re g agriculture and ensures a continuing supp ly of fre produce for New Yorkers. Greenmarket ha s organ managed open-air farmers markets in New York City since Greenmarket supports farmers and preserves farmland for the future by providing regional small family farmers with opportunities to sell their fruits, vegetables other farm products to New Yorkers. Select Greenmarkets allow New York City resi dents recycle textiles, compost and rechargeable batteries. Refer to the map for program avaliability at your market. Please note collection times may differ from market times. Contact for more information. Youthmarket is a network of urban farm stands operat neighborhood youth, supplied by local farmers, and designed to bring fresh fruits and vegetables to communities throughout New York City. These markets accept EBT. Chunk font courtesy of Meredith Mandel GREENMARKE MAP

28 APPENDIX Greenmarkets and Youthmarkets with Consumption of Fruits and Vegetables 26

29 Greenmarkets and Youthmarkets with Percentage of Households on SNAP 27

30 Greenmarkets and Youthmarkets with Obesity Rates 28