Market Match

Market Match is a nutrition incentive program offered at 130 farmers markets across the state. Market Match doubles customers’ buying power at participating markets by matching CalFresh EBT benefits, known federally as the Supplemental Nutrition Assistance Program (SNAP). Market Match helps low-income shoppers purchase locally grown fruits and vegetables, while supporting local farms.

• Red CalFresh EBT coins can be used to purchase anything at the market except for ready to eat hot food, alcohol, or flowers (no change given).
• Green Market Match coins can only be used to purchase fruits and vegetables (no change given).
• Blue Foodwise market coins can be used to purchase anything at the market (change given).

Market Match makes fresh produce affordable to low-income families. Fruit and vegetables are an essential part of a healthy diet, but they cost more per calorie than most processed foods, so families on a tight food budget are often unable to afford enough for optimum health. Market Match makes food stamp dollars go farther, and it also helps level the playing field by making local and sustainable produce more accessible to people with limited income. The very existence of the Market Match program says to low-income shoppers, “This farmers market is for you.”

Market Match helps California farmers by bringing more customers and more food dollars to farmers markets. In a 2013 national evaluation, 93% of Market Match customers reported that the incentive was what drew them to the market to spend their SNAP benefits. 69% of farmers surveyed at participating markets reported that they have new shoppers. 66% reported they earned more income. 28% even reported diversifying their production as a result of the Market Match program. Market Match is contributing to the economic viability of  our state’s small- and mid-sized farms and our rural communities. 

Market Match was founded in 2009 by Roots of Change to help California’s low-income communities gain access to healthy food to and support local farmers. Since 2012, the program has been led by the Ecology Center. Foodwise began offering the program in 2015. Market Match is now funded statewide through a grant from the USDA’s Food Insecurity Nutrition Incentive program, established in the 2014 Farm Bill. To learn more, visit marketmatch.org or find a statewide map of farmers markets offering Market Match here.

At Foodwise, we believe that fresh, local food is a right, not a privilege. In addition to CalFresh EBT and Market Match, Foodwise farmers markets accept Fresh Approach VeggieRx, Eat SF Vouchers 4 Veggies, and WIC & FMNP vouchers. Learn more.