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Market Match

Market Match

Market Match

Market Match matches customers’ federal nutrition assistance benefits, like CalFresh and WIC, at over 150 California farmers’ markets. The program aims to incentivize healthy food for low income families while strengthening local economies. More than half of customers surveyed in 2014 stated Market Match was a very important consideration in deciding to spend their benefits at farmers markets over other locations, and almost 80 percent reported their consumption of fruits and vegetables went up due to the program. Meanwhile, in 2014 "$550,000 in incentives drove $2.2 million in spending on fresh fruits and vegetables at participating markets," a Social Return on Investment of 440 percent. Market Match broadens access to the local food movement, by making prices at farmers markets affordable to those receiving government assistance. The program, along with similar programs across the country, were instrumental in passing new federal funding for healthy food incentive programs in the 2014 Farm Bill.

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