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.
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This study was supported by a cooperative agreement no. 5NU58DP005483, Division of Nutrition, Physical Activity, and Obesity, Centers for Disease Control and Prevention.
DeWitt, Emily M.; McGladrey, Margaret Louise; Liu, Emily; Peritore, Nicole Rachael; Webber, Kelly H.; Butterworth, Brooke F.; Vail, Ann; and Gustafson, Alison A., "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" (2017). Dietetics and Human Nutrition Faculty Publications. 9.