Kentuckians are experiencing an increased trend of chronic disease and obesity.  With a population of 92,488, Campbell County’s obesity rate is 31%, and 28% are physically inactive (US Census Bureau).  “Good nutrition, physical activity, and a healthy body weight are essential parts of a person’s overall health and well-being. Together, these can help decrease a person’s risk of developing serious health conditions, such as high blood pressure, high cholesterol, diabetes, heart disease, stroke, and cancer. A healthful diet, regular physical activity, and achieving and maintaining a healthy weight also are paramount to managing health conditions so they do not worsen over time” (HealthyPeople.gov).   “Getting people in the community connected to their local farmers market promotes the consumption of fresh fruits and vegetables (which are full of flavor, antioxidants and phytochemicals that align with the My Plate guidelines) and supports local farmers and the economy” (Nutrition.gov).  During the COVID-19 pandemic, taking a walk outside was a safe activity that could increase positive benefits for one’s mental and physical health (Centers for Disease Control, 2020). The demand of local produce and goods across the state has also increased during the pandemic.  In order to address these issues, the family and consumer sciences agent and horticulture agent teamed up with Little Rock Farm to offer Steppin’ in September, a month-long walking step challenge with the incentive of earning farmers market bucks.

 Twenty-three participants tracked their steps during the month of September either via an app or paper copy.    Weekly walking newsletters (Couch Potato curriculum) were distributed along with either an NEP or Plate It Up recipe.  A promotional tv segment was made with the collaboration of Campbell Media to market the program and Little Rock Farm.  Participants purchased local products using their earned “market bucks” from Little Rock Farm located in Southern Campbell County in a small farming community known as Camp Springs. The farmers market bucks were given in five-dollar increments based on the daily average of steps.   With their earned bucks, they were able to buy any of the items from the farm. Some of the items purchased were seasonal vegetables, meats, honey, value-added products, and homemade breads.  Safety procedures were taken on the farm by offering a pre-order, curbside pick-up.

Sixteen participants attained on daily average 10,000 steps; three people ranged on daily average between 9,000-6,000, and four ranged at 5,000 and below.  A total of $555 was distributed in farmers market bucks; $470 was utilized at Little Rock Farm.  A one-month follow-up evaluation was given via Qualtrics. 90% of the people who responded to the survey purchased items from Little Rock Farm for the first time using their market bucks; 66% increased spending to support local farmers. 100% said they plan to shop in the future at Little Rock Farm or other local markets; 90% said their physical activity increased due to the program.  33% said their fruit and vegetable consumption increased from produce purchased at Little Rock Farm. 44% said as a result of this program that they prepared more healthy home-cooked meals with produce purchased at Little Rock Farm.  One participant’s comment about the program was the following: “This program definitely increased my exercise and made me think more about my diet.  The people at Little Rock were wonderful.  I’m planning to visit them again.”  Stephanie Zink, owner and farmer of Little Rock Farm, shared the following: “Besides an increase in revenue, the program also introduced us to new customers that we may not have met otherwise.”  She also shared that customers came to the farm with their “walking buddies” to redeem their bucks and expressed how fun it was to exercise, especially during this pandemic.  In relation to the COVID-19 pandemic, one consumer said that “Shopping local was safer than going to the big grocery stores. I really never shopped much at the market and now I know what to expect, and I will continue shopping at our local markets for our produce and meats.”

Here is a link to our marketing video: https://fb.watch/v/1aqHE64iQ/