Rural and Remote Primary Health Care Research Fellow

Jenny Payet
Health promotion Officer
Gascoyne Population Health Unit
Carnarvon

July to September 2003.

Title

Investigation into rippling effects of the Gascoyne Growers Markets on the Gascoyne community

Abstract

This study explored the social impact of a growers market on the Gascoyne community, a horticultural district in the North of Western Australia. Primary producers fraught with rising commodity prices and reduced profit margins coupled with a demand for fresh, local produce, along with concerns about community divisions, were the driving forces behind the establishment of the Gascoyne Growers Market.

    Qualitative and quantitative methods were employed. This included a random structured intercept survey with consumers in the market place over four consecutive days, and self-completed surveys of all market stall holders, followed by two focus group sessions.  The questionnaires and focus group questions were structured around four major domains of social capital: economic impact, governance and capacity building, healthy public places and social and civic participation.

    The findings suggest that the stallholders have gained economically and socially from the market involvement.  It has increased their capacity to expand and diversify existing businesses, developed retail marketing skills and networks, and built consumer confidence.

    Consumers demonstrated an increased sense of community pride and a significant increase in fruit and vegetable consumption since shopping at the markets. They expressed satisfaction gained from shopping locally, and the opportunity to connect with the producer and other people. 

    The Gascoyne growers markets have contributed to the local economy whilst providing affordable, quality fruit and vegetables to the community and creating a healthy public space.

     This study demonstrated that a sustainable program founded on the principles of health promotion incorporating collaboration and driven by local stakeholders can influence significant social, health and economic benefits.

Aims:

To Identify the critical criteria underpinning the success or otherwise of the markets, through investigation into the following objectives:
· The capacity of the markets to build on the social capital of the community.
· The capacity of the markets to revitalise the town centre.
· The capacity of the markets to build on the regional profile of local produce and its producers.
· The capacity of the markets to influence the shopping habits of consumers.
· The capacity of the markets to improve the equity of access to local produce for consumers.

Download the final report: Here