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The promise and pitfalls of mobile markets: an exploratory survey of mobile food retailers in the United States and Canada

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Abstract

In recent years innovative approaches have emerged across the United States and Canada to improve access to healthful foods. Mobile markets—traveling food retailers that specifically target food deserts—are one such strategy. Given the recent emergence of mobile markets, and their positioning as a solution to disparities in food access, research is needed to understand potentials and limitations of the model. In this article, we report on findings from a survey of mobile market operators in the United States and Canada. Results identify tensions between the intended goals of mobile markets and constraints of the model itself. Further study, including applied research, is needed to better understand potential opportunities to strengthen mobile markets as an intervention strategy.

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Notes

  1. Internet searches and the USDA Agricultural Marketing Services “National On-Farm Market Directory” (https://search.ams.usda.gov/OnFarmMarkets/), found 50 mobile markets in the U.S. in August 2016, including 5 which were no longer operational. Because some mobile markets might not be found via the internet and because the “National On-Farm Market Directory” relies on self-reporting, the number of mobile markets found is an estimate.

  2. The Community Food Market opened in West Oakland in spring of 2019 (https://www.communityfoodsmarket.com/).

  3. Quoted in Adele Peters, “Why Mobile Markets Aren’t Going To Solve The Problem Of Food Deserts,” Fast Company, December 3, 2014: https://www.fastcompany.com/3039061/why-mobile-markets-arent-going-to-solve-the-problem-of-food-deserts

  4. All known mobile markets were surveyed. In some cases markets no longer operating were surveyed through contact information found online or through contact with connected organizations (e.g., not-for-profit that formerly ran a mobile market).

  5. “The WIC FMNP was established by Congress in 1992, to provide fresh, unprepared, locally grown fruits and vegetables to WIC participants, and to expand the awareness, use of, and sales at farmers’ markets” (https://www.fns.usda.gov/fmnp/wic-farmers-market-nutrition-program-fmnp).

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Acknowledgements

We are grateful for the time and insights of mobile market staff in participating in this research. We also appreciate the guidance of Rick Welsh, Lydia Zepeda, and Samantha Schaffstall on survey development and the research support provided by Anita Kuiken and Syracuse University Libraries. This work was funded by Falk College, Syracuse University. Any and all mistakes remain our own.

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  1. Department of Nutrition and Food Studies, Syracuse University, 540 White Hall, Syracuse, NY, 13244, USA

    Evan Weissman & William Cecio

  2. Department of Geography, Syracuse University, 144 Eggers Hall, Syracuse, NY, 13244, USA

    Jonnell Robinson

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  1. Evan Weissman
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Correspondence to Evan Weissman.

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Weissman, E., Robinson, J. & Cecio, W. The promise and pitfalls of mobile markets: an exploratory survey of mobile food retailers in the United States and Canada. Agric Hum Values 37, 895–906 (2020). https://doi.org/10.1007/s10460-020-10029-5

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