May 2012 - Parks & Recreation - 36

By Megan McConville

PUBLI C H E ALTH

Farm Fresh
Agencies support healthy eating by
connecting farms with communities

F

(left) Iowa City
and Falls Church

OOD in the uniteD stAtes travels an average of 1,300 miles to get to your plate

flickr users AlAnlight, ghbrett

from the farm. Because fresh fruits and vegetables are often shipped from distant
locations to communities, products spend 7-14 days in transit before they arrive
at your local grocer, limiting both the nutritional and fi nancial value of the product. Lowincome areas typically have one-third fewer grocery stores than middle and high-income
neighborhoods, making availability and affordability of fresh produce a challenge. To
combat these issues, park and recreation agencies promote and sponsor local farmers'
markets which provide healthy options while simultaneously boosting the local economy.
Agencies play a vital role in the farmers' market
experience by attracting consumers and emphasizing the benefits these markets bring to a community.
Park departments in Iowa City, Iowa , Knox County,
Tennessee, and Falls Church, Virginia, have all partnered with local farmers and vendors to offer fresh
produce and products weekly to their communities.
Through market accessibility, strong promotion techniques, and new partnerships, these agencies have
encouraged a focus on health and access to fresh
foods while continuing to generate revenue and stimulate the local economy.

Falls Church, Virginia
The Falls Church Farmers Market is entering its 29th
year of operation. Created and managed by the Falls
Church Recreation & Parks Department, the market

enhances the quality of life in the community. City
residents gather at the market, shop, and interact
with their neighbors, friends and fellow residents.
Initially, Falls Church experienced challenges attracting customers and vendors. Through an aggressive marketing campaign-including creation of a
market logo, directional signage throughout the city,
and hanging informative banners through the city-
the number of vendors has increased significantly
since the market first opened. Additionally, the market is attracting hundreds of city-dwellers and has
become so popular that local real estate agents now
use the proximity to the market as a selling point.

Iowa City, Iowa
The Iowa City Farmers Market began in August 1972,
and has grown to be the largest farmers' market in

w w w . N R P A . O R G M A Y 2 0 1 2 Parks

& Recreation

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May 2012 - Parks & Recreation

Table of Contents for the Digital Edition of May 2012 - Parks & Recreation

May 2012 - Parks & Recreation - 1
May 2012 - Parks & Recreation - 2
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