Summary: Furthermore, parents expressed value in the opportunity for children to select, purchase, prepare, and consume fruit and vegetables purchased at the farmers' market. However, qualitative and quantitative data suggest that farmers' market incentive programs would have greater participation if individuals were not required to match their federal nutrition assistance benefits. Further research should be conducted using a completely randomized design and larger sample sizes to determine changes in fruit and vegetable intake among participants of farmers' market incentive programs. The combination of nutrition education and farmers' market incentives should be investigated to determine if program participants would further benefit from a combination of two intervention strategies.