Purpose: The aim of this study was to generate a reproducible, interdisciplinary approach to address safe produce-handling communication at farmers’ markets during the point of purchase, when vendors may have limited time to discuss best handling practices with customers.
Methods: A local artist worked closely with researchers to create eye-catching signage that would be appropriate at farmers’ markets, using health literacy principles. Two control farmers’ markets (no educational signage) and two experimental farmers’ markets (with the educational signage) were identified in Baltimore, Maryland. Signage was on display for four weeks, followed by a brief survey administered at each participating farmers’ market.
Results: Market vendors voluntarily displayed a 12” by 18” color sign emphasizing produce washing at their location. Respondents at both the control (n=160) and experimental (n=166) sites did not believe that organic produce could have germs/bacteria that could make people sick. Respondents at the experimental sites were significantly (P<0.05) more likely to eat raw, unwashed produce at the farmers’ markets, compared to respondents at the control sites. Younger respondents, between 25 to 44 years of age, were significantly more likely to engage in unsafe practices compared to older respondents.
Significance: This study determined that adherence to washing produce was generally high among both the control and experimental sites. However, farmers’ markets seem to be an appropriate location for consumer food safety education to occur.