Mobile markets help retailers expand their customer base and provide rural residents regular access to fresh
fruits and vegetables. Mobile markets work similarly to food trucks and have a set schedule and route where they
make stops and deliveries. Transportation barriers are reduced by bringing a food market to rural and
The USDA authorizes the use of SNAP and WIC benefits at mobile markets, which can help increase the
accessibility of these foods to low-income citizens. Programs that match the value of SNAP dollars for fruits
and vegetables can also be implemented at mobile markets, increasing the purchasing power of low-income
residents. Mobile markets help increase the amount of fruits and vegetables consumed by shoppers. This model can
be designed as a for-profit or nonprofit, part of a farmers
market, for a summer
feeding program, or as a food
Examples of Mobile Market Programs
Roadrunner Food Bank
is the largest food bank in New Mexico and works to reduce hunger and food insecurity across the state. As a
member of Feeding America, the food bank focuses on “Feeding the Family” and designs its
programs with the goal of reaching more families in the communities it serves. The food bank distributes
approximately 32 million pounds of food each year to families in New Mexico. Thanks to its innovative Mobile
Food Pantry, nearly one-third of those total pounds is fresh produce. The food bank's work with community
organizations, leaders, and members helps increase food access in rural New Mexico in an efficient and
This model requires:
Knowledge about the customer base
Business planning skills
Marketing skills to target consumers in different areas
Knowledge and adherence to federal, state, and local policies concerning food safety, transportation, and
Retailers should also be aware of what foods are culturally appropriate for the target population. Strong
relationship and communication skills can help maintain connections with suppliers and consumers.
Resources to Learn More
Effectiveness of Fresh to You, a Discount Fresh Fruit
and Vegetable Market in Low-Income Neighborhoods, on Children's Fruit and Vegetable Consumption, Rhode
Study about the effect of a mobile market on children's consumption of fruits and vegetables.
Author(s): Gorham, G., Dulin-Keita, A., Risica, A., Mello, J., Papandonatos, G., Nunn, A., Gorham, S., Roberson,
M., & Gans, K.
Citation: Preventing Chronic Disease,12
Will a Mobile
Farmers Market Work for Your Community?
Presents lessons learned from a mobile farmers market in Michigan.
Author(s): Wills, K.
Organization(s): Michigan State University Extension