Improving WIC Farmers' Market Coupon Redemption Rate

The team's theory for improvement was "If clients are aware of the value of the FMNP coupons and are reminded to use them, then redemption rates would improve." The team implemented the following bundle of improvements when the coupons were first distributed for the season: Client Reminders • Send postcard reminders that clients address themselves when they receive their coupons. The reminders include the statement: “This is my pledge to use my farmers’ market coupons.” • Place a bulletin board in the main office lobby during August and September with a reminder: “Did you use your farmers’ market coupons?” Value • Place a sign at a distribution event: “Did you know?” (Only two-thirds of coupons get used—will you help us get to 100%?) • Display an example basket filled with foods that can be bought for $20 at the farmers’ market. • Verbalize value by telling clients that if they cannot commit to using their coupons, they could give them to someone who will use them.

The redemption rate for the FMNP coupons for 2013 was 75.56%, resulting in a 12.34% increase. Given this result, the team determined that the interventions resulted in an improvement, although the goal of 80% redemption was not met. Given that this was the first formal attempt to improve redemption rates, the team anticipates additional improvements in the next farmers’ market season if efforts are continued and expanded.