What’s For Dinner?
Impacts and Desire for a Farmers Market in Southeast San Diego
A research proposal submitted to the Urban Studies and Planning Program
University of California San Diego
Angelica Bolor
USP 186 Section A02
abolor@ucsd.edu
October 19, 2010
Abstract
Contemporary literature reveals an upward trend in the use of community gardens and farmer’s
markets in many affluent neighborhoods yet low income neighborhoods are disproportionately
affected by a lack of nutritious food sources within their communities. This research project will
evaluate and address the need of nutritious food products via asset mapping in Southeast San
Diego to validate the lack of quality food products along with surveys and interviews to ascertain
the participants’ desire for said healthier food options. This project will reference the
community of City Heights as a case study in creating and sustaining a local farmer’s market
with the objective of providing the results to city officials who will heed the residents’ call for
action and incorporate a farmer’s market in the near future.
Key Terms: farmer’s market, public health, asset mapping
Introduction
The body is a machine, much like an automobile, that requires fuel and maintenance for
optimum performance. Instead of petroleum, our machines utilize food for normal functioning,
growth and regular upkeep. Healthy foods provide essential nutrients for such biological
processes and are believed to prevent disease while promoting longevity. Nutrition refers to the
science of human food intake, nutrient content and its relation to health and disease status3. Lack
of good nutrition, therefore, plays a critical role in the rise of disease states among Americans.
Today’s diet is excessively high in saturated fat, sodium, and sugar and conversely too low in
fruits, vegetables, whole grains, calcium, and fiber, which can lead to numerous disease states 7.
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Food consumption and healthy diet affects everyone; no matter the age, national origin,
geographical location, religious practice, or income level of the individual. Minorities, lowincome families and individuals engaged in modest amounts of physical activity tend to be at
high risk for becoming obese, developing heart conditions, or diabetes due to the lack of
nutritional education and cultural views of food and health. Obesity is a concern to public health
officials and advocates because it is often a precursor to heart disease and diabetes, which rank in
the top ten of leading causes of death 8. Diseases of the heart ranks at number one as the leading
cause of death, and diabetes mellitus takes the number six spot 9.
According to Healthy People 2010, Hispanics constitute about 11% of the United States
population but are twice as likely to die from diabetes as non-whites. “Generally, population
groups that suffer the worst health status are also those that have the highest poverty rates and
the least education […] Heart disease, cancer, and diabetes rates exceed those for urban areas.
People living in rural areas are less likely to use preventive screening services, or exercise
regularly 10.” Upper and middle class individuals tend to have greater access to better housing,
quality of foods, exercise equipment and medical care.
There are a myriad of reasons and speculations as to why the data might reflect these
types of results such as heredity and exercise but a common theme seems to surround the subject
of food. Food is a basic need that affects everyone and so the focus of this research is on food
security in an attempt to discover whether the availability of healthy food options promotes a
better quality of health.
Literature review
Public health officials continue to bring awareness to the rise in several disease states that
are linked to obesity and poor dietary habits, particularly of individuals who earn a meager wage.
“The public health field has started to pay [attention] to the built environment’s role in health
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outcomes related to obesity and lack of access to healthy foods. The last few years have seen a
deluge of public health studies documenting these relationships5”. If a diet rich in fresh fruit and
vegetables is the key to a disease free healthy state then it is of utmost priority to have these
products available in the name of public health.
Perusing the list of farmer’s markets in San Diego14, I notice several located in areas
occupied by predominantly upper income level consumers such as Poway, Carlsbad, and Scripps
Ranch hosting a farmer’s market once a week to bring local fresh produce to the region. In
contrast, a distance of more than 5 miles separate inner city Valencia Park and the nearest
farmers market in upper class Bonita. Transportation may therefore be considered an
environmental barrier and will be explored in this research project.
Current research suggests that most inner city residents agree with the findings in their
community that buying fresh food products is not easy. And in comparison, tobacco and alcohol
purchases were more accessible to the community6. In other various studies, it has been
determined that both small and large food stores play a role in a low-income population’s dietary
behavior5. A convenience store with limited variety of nutritious foods will deter a consumer
from purchasing their produce leaving the product to spoil, while other areas will have a line out
the door for fresh produce.
There has initially been some debate as to the involvement of planners in the realm of
food planning early on in the American Planning Association’s formation of a food policy guide
and so this may be a challenge in proposing the farmers market to public officials who may still
consider this subject matter to be a non-planning issue.
By and large, many case studies have shown that convenience stores provide the least
amount of healthy options and it is expected this particular study will do the same. One such
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study in Canada indicates that consumers of farmer’s markets have a good understanding of the
term “good foods” declaring that much of this understanding is attributed to the relationship
forged in the direct sales between farmer and consumer1. On the other hand, Sabrina Wilson, a
volunteer for the People’s Produce Project suggests that it is not that the residents do not know
McDonald’s and Jack in the Box food are bad for them; it is that they do not have access to
better quality12. The surveys and interviews regarding perception of food in Southeast San
Diego will contribute to the existing literature, in which case would give advocates a clear
understanding of what the consumers want and where food trends are headed. In identifying the
health indicators of socioeconomic status and the resident’s perceptions of their food
environment, it is the hope that findings emerge as to why certain areas lack healthier food
options and how that can be changed.
Research design/methods
This research proposal seeks to answer the following questions:
1. What are the food sources available to Southeast San Diego residents?
2. What are the residents’ perceptions of the food environment and its impact on their
dietary choices?
3. Can the local food environment be improved and if so, how?
Low income, minority ethnic groups are disproportionately affected by the lack of
healthy food options in their communities2. Southeast San Diego does not have a farmer’s
market yet the area is populated with several taco shops and fast food places. I will look at City
Heights as a successful case study of incorporating a farmer’s market into the community
because in my opinion, City Heights most closely represents the diversity and socioeconomic
status of that in the Diamond District of Southeast San Diego. The Diamond District, located
east of the I-805 and south of I-94 is comprised of the following neighborhoods in which a
portion of my research will take place; Oak Park, North Encanto, Emerald Hills, Chollas View,
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Valencia, Park, Lincoln Park and Mount Hope. To eliminate my personal bias, I will utilize
census data to analyze income in U.S dollars, level of education and racial makeup of the
communities in showing the similarities between City Heights and the Diamond District.
Because transportation plays an important role in access, I plan to survey roughly 50
residents of Southeast San Diego as to their primary modes of transportation. This information
may be useful in determining additional barriers in accessing food products within the
community.
I intend to use geo-coding to produce an asset map of the available food sources such as
supermarkets, corner stores, convenience stores, restaurants, farmers markets and “carry out”
stores via GIS software if not already available. I use the term food sources to mean any location
where residents could obtain food products2. Geo-coding will allow for the documentation of
types of food sources and their location.
In surveying the Southeast residents, I will ask a series of questions aimed at uncovering
possible perceptions the residents may have of foods termed “organic” or “local” to eliminate a
possible bias that these terms are synonymous with elevated price tags, therefore deterring point
of sale purchases when perceived economical alternatives exist in a fast food setting. A sample
survey would ask participants to rate the following statements according to a five-point Likert
scale (1=strongly disagree to 5=strongly agree), for example I would pose the following
questions to residents in the Diamond District:
1. I prefer to shop for food at the local convenience store (corner store) as
opposed to a grocery store.
2. Fresh fruits and vegetables are affordable.
3. In my neighborhood, it is easy to buy fresh fruits and vegetables.
4. My child(ren) or I eat breakfast cereal at least 3 times a week.
5. I shop for groceries (numeric value) times a week.
6. I want to attend a farmer’s market within a mile of my home.
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Similarly, I would pose the following questions for City Heights residents:
1. I prefer to shop for food at the local convenience store (corner store) as opposed to a
grocery store.
2. In my neighborhood, it is easy to buy fresh fruits and vegetables.
3. My child(ren) or I eat breakfast cereal at least 3 times a week.
4. I shop for groceries (numeric value) times a week.
5. I buy fresh fruits and vegetables at the farmer’s market (numeric value) times a week.
6. Having a farmer’s market in the area has changed the way I eat.
Knowing how the residents feel about their current food sources could offer planners and
food security advocates valuable insight in framing their zoning ordinances, policy changes or
community plan updates. Finding out whether City Heights residents feel a farmer’s market has
positively changed the way they eat can provide additional insight as to whether incorporating a
farmer’s market in the Diamond District will be beneficial for the community. Measuring the
perceptions of food accessibility by individuals introduces bias and may pose an inaccurate
appraisal as responses are therefore opinions of individual participants. The timeframe for this
project does not allow for more concrete data such as medical records which would be a better
measure for the benefits of a farmer’s market.
A large amount of data collection will involve mapping the region’s food environment
such as supermarkets and convenience stores. I will be analyzing the variety of fresh fruits and
vegetables that are available in at least two food source locations per neighborhood. The Centers
for Disease Control and Prevention (CDC) has changed the name of their campaign promoting
the intake of fruits and vegetables from “5 A Day” to “Fruits & Veggies-More Matters11.” So I
have compiled a list of 25 fruits and vegetables, five from each colored column below to
determine their availability within each type of food source. The different colors correspond to
the color of the fruit or vegetable as they each provide a variety of vitamins and nutrient rich
components essential to health and a well balanced diet. I chose the 25 items based on my own
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personal opinion of which items I suspect might be commonly available and used in the kitchen
that did not require an extensive culinary background to prepare and are within season from
October through March which is in alignment with the timeframe of this project. There is some
bias to the list I’ve selected as the list may not reflect the ingredients that the diverse ethnic
groups may typically use in their cultural cuisine. Therefore, through the course of this research
the list may require a slight adjustment to include culturally significant produce.
In addition to this list of 25 foods, I will be looking for the presence of whole milk, lowfat milk, and low-sugar cereal. I decided to include these items because research shows multiple
benefits to eating cereal for breakfast as opposed to non-cereal items13and I anticipate to find that
cereal will be a quick and easy option for breakfast. As to the availability of the preselected food
items, I will merely mark their presence in a “Yes / No” format. Measures to address the quality
of the food items may not fit into the timeframe of this research or to my qualifications as I am
not a farmer, registered dietician or other food professional to make a determination on quality.
The 25 items are outlined this way:
Green: avocadoes, honeydew, broccoli, lettuce, spinach.
White: bananas, cauliflower, onion, mushrooms, potatoes.
Red: cherries, red apple, red bell pepper, tomatoes, strawberries.
Yellow/Orange: carrots, grapefruit, squash, peaches, corn.
Blue/Purple: blueberries, plums, pomegranates, eggplant, and prunes.
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Conclusion
Availability to nutritious food sources is a public health issue as well as a planning issue.
Among the strategies the Center for Disease Control (CDC) has come up with to combat obesity
and other health related illness prevention among U.S communities is to increase the availability
and affordability of healthier food and beverage options. The CDC has acknowledged that
many lower income families and minority groups have less access compared to higher income
families and I expect to come to the same conclusion once the asset mapping is complete. I also
expect to find that convenience stores lack a variety of foods in comparison to larger grocery
stores and may even cost more. Eating healthy tends to be expensive, whereas unhealthy options
are cheap to mass produce and consequently, inexpensive options for families on a budget. I
anticipate a large number of fast food restaurants to be dispersed throughout the region and few
respondents who drive to Bonita for fresh local produce.
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Acknowledging the lack of food sources is one facet of food security and implementing
strategies becomes another that implicates community members and planners to address policy
changes. Increasing the number of supermarkets and grocery stores where unavailable is one
way of improving accessibility to healthy food options. In a downturn market, I do not expect
businesses to immediately enter into the marketplace and so one feasible alternative is to locate a
lot where farmers markets can be regularly held. I expect to find that proximity and familiarity
with a store or farmer will contribute to the likelihood of an individual to frequent the shop or
farmers market for grocery needs. In addition, building a sense of community will also alter the
negative perceptions the residents may have of their food environment if any.
In proposing a farmers market for the Southeast San Diego region, I will analyze the
survey results of the City Heights residents who recently incorporated a farmers market in their
neighborhood to determine whether this type of food source has changed their dietary habits.
These results render some subjectivity as the time frame of this research does not allow for an
extensive depth of before and after documented medical history. Another goal is to come to a
determination as to whether the Diamond district residents even desire this type of food source in
their community.
If a coalition for a farmer’s market already exists in this area, I would share my data and
findings in the hope of expediting the process for the Southeast San Diego residents. If one does
not exist, I would share my findings with public officials who can utilize the information in their
next community update. Southeast San Diego is one such community that could most benefit
from having a farmer’s market.
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Bibliography
1. David J. Connell, John Smithers, and Alun Joseph, “Farmers' markets and the “good
food” value chain: a preliminary study,” Local Environment: The International Journal
of Justice and Sustainability 13, no. 3 (2008): 169.
2. Joel Gittelsohn et al., “Understanding the Food Environment in a Low-Income Urban
Setting: Implications for Food Store Interventions,” Journal of Hunger & Environmental
Nutrition 2, no. 2 (2008): 33.
3. Samuel Klein et al., “Waist circumference and cardio metabolic risk: a consensus
statement from Shaping America's Health: Association for Weight Management and
Obesity Prevention; NAASO, The Obesity Society; the American Society for Nutrition;
and the American Diabetes Association,” Am J Clin Nutr 85, no. 5 (May 1, 2007): 11971202. http://www.ajcn.org/cgi/reprint/85/5/1197.pdf.
4. Alyssa Ghirardelli, Valerie Quinn, and Susan B. Foerster, “Using Geographic
Information Systems and Local Food Store Data in California's Low-Income
Neighborhoods to Inform Community Initiatives and Resources,” Am J Public Health
100, no. 11 (November 1, 2010): 2156-2162.
5. Kameshwari Pothukuchi, “Community and Regional Food Planning: Building
Institutional Support in the United States,” International Planning Studies 14, no. 4
(2009): 349.
6. Darcy A. Freedman and Bethany A. Bell, “Access to Healthful Foods among an Urban
Food Insecure Population: Perceptions versus Reality,” Journal of Urban Health 86, no.
6 (11, 2009): 825-838.
7. Center for Science in the Public Interest. Nutrition Policy: Current investments to
promote healthy eating and physical activity are insufficient.
http://www.cspinet.org/nutritionpolicy/nutrition_policy.html.
8. Melonie Heron. Deaths: leading causes for 2004. National Vital Stat Rep. 2007; 56:1–95.
Pub Med. http://www.ncbi.nlm.nih.gov/pubmed/18092547.
9. U.S. Department of Health and Human Services. Healthy People 2010: Understanding
and Improving Health. 2nd ed. Washington, DC: U.S. Government Printing Office,
November 2000.
10. Division of Nutrition, Physical Activity and Obesity, National Center for Chronic
Disease Prevention and Health Promotion. July 2009.
http://www.cdc.gov/healthyweight/assessing/bmi/adult_bmi/index.html.
11. “Introducing the next generation of 5 A Day” accessed October 18, 2010.
http://www.5aday.gov/
12. Christopher Cadelago, Southeast San Diego Wants Healthy Choices,” San Diego Union
Tribune, September 9, 2010.
13. A Albertson et al., “Consumption of breakfast cereal is associated with positive health
outcomes: evidence from the National Heart, Lung, and Blood Institute Growth and
Health Study,” Nutrition Research 28, no. 11 (11, 2008): 744-752.
14. “San Diego County Certified Farmers’ Markets” accessed Nov. 1, 2010.
http://sdfarmbureau.org/BuyLocal/Farmers-Markets.php
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Appendix
Illustration 1: “Color Wheel of Fruits and Vegetables” last modified January 12, 2008.
http://www.disabled-world.com/artman/publish/fruits-vegetables.shtml.
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This revised draft proposal has addressed the following of Saul’s comments. Some of my
sentences were best saved for the conclusion so I updated the timing of those thoughts to
occur later into the draft.
I rephrased my wording “white consumers” to reflect that my analysis was more about
income levels and not race. I fixed grammatical errors, eliminating contractions that do
not belong in an academic paper.
I clearly defined my neighborhood of focus since Southeast San Diego is too large for
this type of research as it contains close to 30 different communities.
I also addressed how I came up with my 25 preselected food items and explained further
their purpose in the research. With that, I updated a few of the questions I intended to use
in my survey among residents and made note of certain biases that would appear in my
results. Both on my part for selecting certain food items and on the resident’s behalf as
their subjective responses could not scientifically measure the benefits of a farmers
market.