More than Fresh Fruits and Veggies: Farmers’ Markets as a Locus of Social Participation for Older Adults

As awareness of the benefits of social participation for older adults has grown, ideas for how social services agencies can increase older adults' social participation have proliferated. The goal of this research is to explore how older adults experience the farmers' market as a hub of social participation. Fifteen older adults in a rural area in the deep South of the U.S. participated in semi-structured interviews. All interviews were transcribed verbatim; transcripts were analyzed using analytic induction techniques. Most participants describe the farmers' market as an important context for their social participation. They enjoyed the family-like environment, expanded their social network with vendors and volunteers, and received financial support such as the Senior Farmers' Market Nutrition Program. Some described their experiences of civil engagement and their contribution to the community. Yet some barriers to their participation exist, such as transportation issues. Implications include further exploration into the potential for farmers' markets as a context for increasing social participation of rural older adults. In particular, future research should explore the perceptions of social service professionals regarding this connection and the potential for social service agencies to harness the reciprocal nature of the relationship between markets and older patrons.