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Rural Health Information Hub
Rural Health Information Hub

Mobile Markets

Mobile produce markets, or mobile markets, travel to areas with low food access to sell fresh produce. Mobile markets help retailers expand their customer base and increase rural residents' access to fresh fruits and vegetables. Mobile markets have a set schedule and route where they make stops and deliveries. Mobile markets help increase consumption of fruits and vegetables. This model also reduces transportation barriers in rural areas by bringing food directly into communities.

The USDA authorizes the use of SNAP and WIC benefits at mobile markets, which can help increase the accessibility of fresh foods to people with low incomes. 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. This model can be designed as a for-profit or nonprofit organization, as part of a farmers market, for a summer food program, or as a food pantry.

Example of Mobile Market Program

  • The Gorge Grown Food Network, located in Hood River, Oregon, aims to increase food access in rural counties in Oregon and Washington. As part of their Rural Farmers Market Network Program, the organization used mobile markets to bring fresh fruits and vegetables to rural areas of the states. Over the course of the mobile market program, over $305,000 in local food has been distributed.

Implementation Considerations

Implementing a mobile market 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 handling

Programs and retailers should also consider the types of food provided to populations of interest. This includes aligning food offerings with community traditions and preferences. Strong relationship and communication skills can help maintain connections with suppliers and consumers.

Resources to Learn More

Mobile Market Coalition
Website
Serves as a national interdisciplinary network working to advance mobile food markets as a part of essential infrastructure to ensure access to healthy food systems. Shares mobile market research, technical assistance opportunities, and other resources related to implementing and improving mobile markets.
Organization(s): University of Buffalo