----------------- MAKING ----------------- FARM-FRESH FRUITS & VEGETABLES AFFORDABLE Presented by: Leah Ricci, Program Manager leah.ricci@ecologycenter.org (510) 548-2220 x236
45 year-old non-profit organization in Berkeley, CA Broad-based and multi-issue: Climate, Zero-Waste, Youth Development, Food & Farming 3 Berkeley farmers markets; youthled farm stands; providing leadership for BFPC and CA Alliance of Farmers Markets Farmers Market EBT Project; Market Match
Farmers Market Access & Equity Program Expanding CalFresh EBT access at Farmers Markets Market Match: CalFresh healthy food incentive program Founded in 2009, now at nearly 300 sites California Farmers Market Finder FMFinder.org
CalFresh at Farmers Markets Markets must apply to FNS to become authorized to accept CalFresh benefits. Most markets use a scrip and redemption model Scrip can be spent on anything that is CalFresh eligible fruits, vegetables, nuts, eggs, bread, hummus, etc. No change can be given vendors need to round to the closest dollar.
Ecology Center s EBT Technical Assistance Personalized support & online toolkit readily available with step-by-step info: FNS application process Point-of-Sale device Scrip ordering Staffing and redemption models Record-keeping and accounting tips and templates Vendor education tips Promotion and outreach ideas Contact info to reach us
How can incentives help? Increase access and affordability of fruits and vegetables for low-income families Support small and mediumsized CA growers by expanding the market of SNAP dollars spent at farm-direct outlets Support rural communities Support job creation Support the State s economy
Founded in 2009 by partner Roots of Change EC joined the CMMC in 2011 and transitioned to the program leadership role in 2012 50 partner organizations across the state offer Market Match at over 260 farmers markets Matches CalFresh benefits, dollar for dollar, up to a market-determined maximum amount
Build on Central PoS Scrip system Match nutrition benefits dollar-for-dollar up to market-set maximum Typically utilize separate scrip, good only for fruits and vegetables How Incentive Programs Work
Impact of EBT & MM on CalFresh Sales Graph data provided by PCFMA, which operates 58+ CFMs and offers Market Match incentives
Generating New Sales for CA Farmers $4,017,989 Value Axis $324,350 $616,437 $879,131 $1,466,440 $2,217,876 $2,452,323 2010 2011 2012 2013 2014 2015 2016 Category Axis Benefits plus incentives spent with CA farmers 2010-2016
USC s Evaluation of Market Match: Farmers 84% 37% Increased Sales Growing Farm Operations 84% of farmers reported increased sales due to Market Match 37% plan to increase acreage, operations, or hire more workers due to Market Match
USC s Evaluation of Market Match: Customers 70.7% - Family s health has improved 70 % Improved Health 79% - MM important reason they visited the FM 72.5% eat more fruits & vegetables $2.8M (in addition to SNAP and MM) spent in nearby business 72 % Farmers markets may have additional value in helping build a culture of health More F & V
Interested in bringing Market Match to your market? Competitive process: RFA typically released in January 1 year experience with EBT, ability to keep records and comply with reporting and evaluation requirements, located in an area of high need Special case: Fresno, Stanislaus, San Joaquin, and Santa Cruz counties Unfunded Partners
Market Match Success Stories An elderly woman on a fixed income was almost in tears recently because she could afford these peaches that taste like the ones from the trees when I was a girl. Cue farmer and shopper hugging. Those of us in more comfortable circumstances forget what a small treasure fresh, flavorful fruit can be, and how important the nutrients in vegetables are to just feeling good and having energy day to day. But a farmers market is more than food. The relationships between farmers and shoppers can run deep, encouraging the other, sharing ideas for healthy food with the least waste possible, increasing sales for the farmer and stretching food dollars. Catt Fields White, San Diego Markets
Thank You! leah.ricci@ecologycenter.org (510) 548-2220 x 236