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Case studies
Case-study-9

Farmers' Market Promotion Program

With 2009 funding from USDA's Farmers Market Promotion Program, Adelante Mujeres in Forest Grove, OR is helping Latino and new immigrant farmers access land and markets.In Forest Grove, Oregon, a rural community west of Portland with a 27 percent poverty rate, Adelante Mujeres is working with the Hispanic population to increase economic and social equity and boost healthy food access. The group provides an intensive 22-week land-based training program called Adelante Agricultura that runs throughout the year. By increasing producers' knowledge of local growing conditions, training participants in farm/business management, and providing market mentoring, Adelante Mujeres helps farmers successfully grow and market their produce. Products have a guaranteed market outlet: the Forest Grove Farmers' market, managed by Adelante Mujeres, and three local apartment complexes. The market is now drawing additional customers through the introduction of EBT technology. By using USDA funding as leverage, Adelante Mujeres was able to secure support from Pacific University and others for a SNAP incentive program, which provides a $5 match per customer using SNAP to purchase food at the market.

Adelante Mujeres secured a 2009 Farmers' market Promotion Program grant through USDA's Agricultural Marketing Service to conduct an outreach and marketing campaign targeting senior and low-income customers, who represent 40 percent of the local population. During the FMPP funding period, foot traffic at the Forest Grove Farmers' market nearly doubled, increasing from 800 customers per week to 1,500. EBT redemption increased 422 percent. 25 farmers now regularly sell within Adelante Mujeres' guaranteed markets, which represent approximately 80 percent of their sales.