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What started as a pilot program at the City Heights farmers’ market in San Diego in 2008 and grew to be California’s largest nutrition incentive program–known and loved as Market Match–is at risk of losing funding...
The Ecology Center-led Market Match program enables CalFresh shoppers to double their EBT dollars on fruits and veggies at 270+ farmers’ markets and other farm-direct sites across California.
Since 2009, Market Match has been made possible through the dedicated work of many stakeholders including farmers' market managers, farmers, and funders across the state. Since 2015, the Market Match program has been largely funded through state and federal funding, allowing it to grow and meet more of the demand.
Last year, the program provided approximately 38 million servings of fruits and veggies to thousands of CalFresh shoppers. Between 2017 and today, Market Match has put more than $43 million into the hands of CalFresh shoppers to buy more fruits and vegetables.
But today, Market Match, which is funded by the California Nutrition Incentive Program (CNIP), through the California Department of Food & Agriculture (CDFA), may get cut from the CA 2023 state budget. This means Market Match benefits could come to an end after 2024.
Funding for CNIP was not included in the Governor’s May Revise of the 2023 state budget—and with only 2 weeks left of legislative negotiations before the budget is finalized, time is running out to fund CNIP and continue Market Match beyond 2024.
That’s why the Ecology Center, Roots of Change, and a coalition of supporters are working to advocate and educate Gov. Newsom on the importance of this vital program that helps those experiencing food security, while simultaneously bolstering California’s local food system, family farmers, and the economy.
In addition to increasing access to fresh food, research shows that incentive programs in farm-direct settings like Market Match have an economic multiplier of 3.0; that means for every $1 of incentives spent at a farmers’ market, that dollar generates $3 of additional spending in the local economy.
Market Match not only boosts our local economies, but it also brings new federal money into California. USDA grants are available to help fund CNIP, however, to be eligible for those grants, the state must provide matching funds.
Despite California’s significant projected budget shortfalls, continued funding for CNIP in the budget is an investment that will yield priceless returns in: food and nutrition security, improved health outcomes, economic growth, and support for one of California’s most important assets: our small and mid-size farmers.
It is imperative that Gov. Newsom and Legislative budget leaders allocate funding for CNIP in the FY 2023-2024 budget in order for Market Match to continue after 2024.
CALL TO ACTION: We are asking constituents to call the Governor and key Senate leaders to urge them to include CNIP in the State budget.
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