Fresh MARTA Markets (FMM) seeks to improve access to fresh produce in metro Atlanta areas where fresh foods are largely unavailable. Every week, FFM hosts farmers' markets at five different MARTA stops. FMM increases accessibility and affordability by accepting and doubling Supplemental Nutrition Assistance Program (SNAP) benefits. The purpose of this project is to promote the sales and consumption of vegetables among FMM patrons through incentives and education. This project includes a literature review that highlights the importance of fruit and vegetable consumption, explores barriers to consuming fruit and vegetables, and considers the effectiveness of approaches taken to increase fruit and vegetable purchase and consumption.