The New Rx: Apples, Carrots, Conversation

by Leslie Pariseau, Posted Aug 20th 2010 @ 3:00PM

apples at the farmer's market Photo: Ed Yourdon, Flickr

The farmers' market is the new pharmacy. This is the philosophy of Fruit and Veggie Rx, a new pilot program that recommends weekly trips to the farmers market for prescriptions of good old-fashioned produce.

Juliette Taylor DeVries, Chief Operating Officer of Wholesome Wav e, the nonprofit group who created the program, says, "We're hoping to change the food future." Wholesome Wave partners with over 30 other organizations to provide access and affordability to the 32 million Americans living in food deserts, or those places without access to fresh fruits and vegetables.

DeVries says, "This is the first ever health initiative that can track the well being of patients after being prescribed a diet of fruits and vegetables." Partnering healthcare clinics will "prescribe" Fruit and Veggie Rx vouchers to 100 at-risk families throughout Maine and Boston during the 2010 farmers market season. These vouchers are redeemable at local farmers markets, each within walking distance of the individual families who are targeted by economic and accessibility factors. Transportation or market boxes will be provided to those out of proximity. Additionally, monthly lifestyle planning and education will maximize the effect of a new shopping routine, and ideally, create a conversation directly between customers and their farmers.

"Access and affordability are the two main barriers to healthy eating," comments DeVries. Fruit and Veggie Rx attempts to resolve both and builds upon Wholesome Wave's Nourishing Neighborhoods program, which includes the highly successful Double Value Coupon campaign. Now available at over 160 farmers markets in 18 states, this program incentivizes shopping at local farmers markets and doubles the value of food stamps. "This way," says DeVries, "a subsidized dollar becomes a local dollar."

Long term, DeVries and Wholesome Wave hope that with increased funding they'll be able to provide a year-round program for a greater number of families. She would also like to see a shift in local economies. "With increased demand, local farmers see a new revenue stream." But DeVries knows that local economies are a product of local mindset: "If we can create a dialogue at these farmers markets, we're hoping this communication will invigorate the local community."

Filed Under: Health & Medical
Tags: farmers market, food deserts, fruit and veggie rx, wholesome wave