By Christina Nifong, Communications Manager, LEAP (Local Environmental Agriculture Project)

LEAP is a Member of the Virginia Farmers Market Association

LEAP Food Access Manager Connie Kenny knew for a long time that she wanted to make farmers markets more engaging for kids.

Then, in the summer of 2023, she got her chance. The Tuesday market run by her Roanoke-based nonprofit moved to a new location, allowing it to expand. Kenny believed that not only would a program focused on helping kids choose fruits and vegetables improve the eating habits of those who visited, it could also encourage families to shop at West End Farmers Market week after week.

What Kenny and her team at LEAP mapped out was simple: Offer any kid, age 2-17, five $1 tokens to spend with vendors at the farmers market. The children had to pick up the tokens and spend them. The tokens could only be spent on fruits and vegetables at that day’s market. LEAP applied for funding and received a grant from Molina Cares.

In addition, market managers would work with volunteers and interns to create kids activities and tastings at the market. This would allow the kids who came to the farmers market the chance to learn more about local foods and how to prepare them – and perhaps give their parents more time to shop.

In a matter of weeks, the program was a success, increasing foot traffic at the market and sales for farmers. As word of the Kids Bucks program spread, local parenting groups began telling their members about the program and the numbers swelled even larger.

“I’ve seen so many kids excited about eating apples, trying new foods, and practicing their counting skills,” says Chloe Johnson, owner and vendor for the Roanoke urban farm Garden Variety Harvests. “It’s not just increasing access to local nutrition but giving the opportunity for lots of skills like math, decision making, agency, and communication with vendors. It also takes the pressure off parents with limited income who don’t necessarily want to spend on a new food they worry their kid won’t actually eat; the child can buy it and try for themselves.”

A year later, the Kids Bucks program has become central to West End Farmers Market as a way to attract shoppers from all walks of life. Kids Bucks act as an invitation to families in the under-served neighborhood where the market is located, who may have never shopped at a farmers markets before. Kids Bucks have also encouraged other groups who serve kids to participate in the market. A librarian with Roanoke Public Libraries stops by once a month to give away free books to kids, in part because there are so many kids there.

“The Kids Bucks definitely motivated us to come by the market weekly and to explore the vendors,” says a market shopper and mother of a 12-year-old. “I really enjoy giving my son the opportunity to pick out his own produce and he gets a chance to interact with the local farmers. It’s all great.”