Colorado State University Extension
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FOLLOW-UP SURVEY CONDUCTED AT COLORADO FARMERS' MARKETS

Edited by: Marissa Bunning, Ph.D., Mary Schroeder, M.S., R.D, Pat Kendall, Ph.D., R.D., Colorado State - Spring 2008

In the fall of 2007, Sharon Yeh, a graduate student in the Interdisciplinary Food Science/Food Safety Program at CSU, surveyed 100 customers at three Larimer County Farmers' Markets as part of her masters' thesis project. This was a continuation of research prompted by an outbreak of Escherichia coli O157:H7 in September of 2000 linked to produce samples offered at a farmers' market in Fort Collins, CO. The outbreak affected two elementary school-aged children and initiated farmers' market-related food safety research and vendor food safety education training focused on providing safe food samples. Consumers at farmers' markets were also surveyed about factors they looked for at farmers' markets and how they handled fresh produce purchased at these markets.

Since the initial survey was conducted in 2001, there have been numerous foodborne illness outbreaks associated with fresh produce, interest in purchasing locally grown produce has increased and the USDA produce consumption recommendations have been raised to 9 to 13 servings per day. As a follow-up to the initial consumer survey, 100 farmers' market customers were asked to complete a survey to determine if the occurrence of highly publicized foodborne illness outbreaks had an influence on their attitudes toward produce safety. The 2007 survey included the original five survey questions regarding farmers' market shopping with an additional five questions regarding consumer care of produce after time of purchase. In 2001, 25% of consumers surveyed listed support of local producers as their primary reason for shopping at local farmers' markets, while 42% of consumers surveyed in 2007 listed support of local business as their primary reason, and 58% stated that purchasing locally grown produce was more important to them than buying organically grown produce. In 2007, 58% of respondents took purchases straight home compared to 23.4 % in 2001. Of those surveyed last fall, 64% answered that they "always" wash their hands before produce preparation.

The information collected was used in the development of a food safety brochure specifically addressing issues regarding direct-marketed food. Recent high profile produce-associated outbreaks, such as the spinach Escherichia coli O157:H7 outbreak of 2006, may have an effect on the receptiveness of consumers to food safety education. The brochure has been reviewed by Extension professionals and should be available for distribution later this spring.

Sources:

1. Bridges S. (2000, September 27). Two Kids Gravely Ill with E. coli. The Coloradoan, p. A1-2.
2. Colorado Department of Public Health and Environment. Small Cluster of Hemolytic Uremic Syndrome in Colorado. September, 2000.
3. USDA. Dietary Guidelines for Americans 2005. Center for Nutrition Policy and Promotion, U.S. Department of Agriculture.
4. USDA Agricultural Marketing Service (AMS). 2006. Farmers' Market Growth. Available: http://www.ams.usda.gov/farmersmarkets/FarmersMarketGrowth.htm
5. Yeh, S. 2007. Food Safety at Colorado Farmers' Markets: Follow-Up Survey and Consumer Education Materials. M.S. Thesis, Department of Food Science and Human Nutrition, Colorado State University.
6. Zielinski, M. 2002. Food Safety at Colorado Farmers' Markets: Response To Produce Sampling Guidelines and Consumer Education Materials. M.S. Thesis, Dept of Food Science & Human Nutrition, Colorado State University.

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