California Agriculture

What barriers and opportunities did low-income consumers face in shopping at farmers markets during COVID-19? To answer this question, we observed purchasing practices in Sonoma and Marin counties in Northern California, organized focus groups, and analyzed data from CalFresh and Market Match, which are public programs to support food access. We found that expanded federal food benefits during the pandemic increased financial access to farmers markets for low-income consumers, resulting in increased CalFresh and Market Match sales. While some consumers perceived outdoor shopping as safer, others were unsure whether farmers markets were strictly following pandemic precautions. Further, broader changes to shopping practices as a result of the pandemic indirectly impacted consumers’ interest in shopping at farmers markets. To make farmers markets more accessible now and in preparation for future disasters, we recommend increasing awareness of farmers markets among low-income communities, strengthening public nutrition benefits that can be used at farmers markets, and linking public and nonprofit organizations that promote access to healthy food with farmers markets.