The Veggie Van Study received funding from the AARP Foundation, as part of their initiative to improve food security among older adults, to implement and evaluate a mobile market incentive program serving lower-income seniors. The Senior Mobile Market Loyalty Program (SMMLP) is modeled after the USDA’s Senior Farmers Market Nutrition Program (SFMNP), but eliminates many barriers for both mobile market operators and seniors associated with the current program. Any eligible senior (age 50+, 150% or less of the federal poverty level) who visits a participating mobile market will be asked to enroll in the loyalty program, through which a $5 discount is instantly applied to their purchase any time they visit the mobile market. The Veggie Van Study is implementing the SMMLP through 10 mobile markets serving a high percentage of seniors (>50% of customers are 50+), and will conduct implementation research via periodic short surveys on food security amongst those senior customers enrolled in the loyalty program. We anticipate the SMMLP program, when combined with an evidence-based mobile market program optimized for reaching seniors, will help improve food security and diet among lower-income seniors.
The Senior Mobile Market Loyalty Program is a discount for lower-income seniors applied at checkout using Farmers Register software each time they visit a participating mobile market. We are excited to start this new mobile-market specific program and need your help to test it in a variety of mobile market settings.
By participating, you will have the opportunity to learn more about who is coming to your market and how to serve them better. You may also get the chance to offer a new incentive designed just for mobile markets, attract more customers, and increase sales. The Veggie Van team will select 20 mobile markets from the applicant pool to participate in one or both phases of the pilot program.
PHASE 1: Testing out Data Collection Through Farmers Register Markets will be asked to use Farmers Register to collect demographics on current customers. All markets selected for Phase 1 will receive:
A small operational grant to support data collection, including but not limited to incentives to increase customer participation
Technical support for collecting demographic data, including (if desired) support with market evaluation
PHASE 2: Testing out the Senior Incentive Program Through Farmers Register Using the data collected in Phase 1, the Veggie Van team will select 10 markets serving a high volume of lower-income seniors (out of the initial 20) to implement the Senior Mobile Market Loyalty Program for 6 months. This phase includes:
Incentive funding (estimated at $5 per eligible senior per week) to implement the Senior Mobile Market Loyalty Program for a minimum of 6 months
Farmers Register programming to automatically apply the Senior Mobile Market Loyalty Program to qualifying orders
Continued support from the Veggie Van team to execute the loyalty program and related data collection among lower-income seniors at your market