Increasing Purchases of Locally Grown Produce Through Worksite Sales: An Ecological Model

The purpose of this study was to test an ecological model designed to identify social and environmental factors that encourage local produce buying. Pre- and postintervention surveys in June and September 1997 measured local produce purchasing and factors identified by the model. At three mid-sized worksites in a rural Maine community, the response rate was 68% (135 employees) preintervention and 61% (124) postmtervention. For 6 weeks, workers were given the opportunity to order local produce at work; to see, taste, and read about the produce; and to see coworkers sample and buy it. Associations were examined between increased purchases of locally grown produce outside the workplace and ordering at work, proportion of friends who ordered, degree of satisfaction with orders ascribed to coworkers, and degree of satisfaction with the project ascribed to management. McNemar's test and chi-square analyses were the statistical analyses performed. Purchasing locally grown produce at work apparently motivated consumers to purchase local produce outside the workplace. Workers’ observations of coworker and management participation in and satisfaction with the project were associated with increased purchasing outside the workplace. Sales at worksites offer a potentially important way to increase purchases of locally grown produce.