Madison County residents continue to be overweight (68%) and obese (39%) which exceeds the state average.Extension promotes healthy food choices and eating five or more fruits and vegetables each day to address weight issues and recede the risk of chronic disease

The Madison County Extension Agent for Horticulture, other Madison County Agents and staff, as well volunteers (Master Gardener and Master Food Volunteer) conducted the Power of Produce (POP) program at each of the three farmer markets in the county targeting families with children.  

The POP event was an interactive educational booth at the markets where youth learned about vegetables and the local food system, sampled vegetables, and earned a $2 voucher to purchase produce at the market that day. They were able to earn an additional $2 by completing an activity related to gardening and the farmer’s market.

Over 400 people visited the booths with over 75 youth earning vouchers. They received recipe and information cards, and were able to learn more about Extension programs (with 78% of those completing surveys requesting additional information about upcoming programs). Of those completing surveys, 31% came to the market that day because of the POP program. Adults sampled recipes with 63% tasting a food for the first time. Nearly 80% of participants either definitely or would most likely purchase produce from the market because of the sample they tried. 

Farmers reported increased sales and foot traffic on POP days. 

Because of the way the fiscal year fell, we actually ended up offering the POP program twice in one year. Although there were slight changes, the program still allowed youth to earn vouchers at the markets and offered samples and recipes to adults. According the president of the Madison County Farmer's Market, "The Power of Produce program provides increased opportunities for customers and vendors alike to interact beyond the purchase and sale of products, thereby increasing future interactions at other markets."

This program has been nominated as a national finalist for 2019 National Association of County Agriculture Agent's Excellence in Consumer Horticulture.