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CalFresh Recipients Enjoy More Fresh Produce Through Market Match Program John Nguyen Summary Market Match (MM) is California’s healthy food incentive program, which matches customers’ federal nutrition assistance benefits, like CalFresh and WIC, at farmers’ markets. The program empowers low-income customers to make healthy food choices and benefits hundreds of small and mid-size California farmers. The largest grant recipient in California that is working with farmer's markets is the Ecology Center in Oakland. Locally in Orange County, it has been branded as Market Match, however different locations will have different program names. Challenge Food insecurity and food poverty are a growing issue for many residents in Orange County. The high cost of living, transportation to markets, and dense living situations make it difficult for residents to purchase healthy foods, such as fresh produce. There are many areas in which residents only have access to non-perishable foods and do not have access to a grocery store. Many low income families are finding it more difficult to gain access to healthy food options, and there is often times a reduction in the purchasing of fruits and vegetables due to the cost of fruits and vegetables, a lack of nutritional education, and knowledge of uncommon fruits and vegetables. These factors make it very easy for families to turn to quick and easy meals such as fried, greasy fast foods which in turn leads to health risks and complications, such as childhood obesity. Your Involvement is Key You can help promote Market Match by taking easy steps such as including information about Market Match in mailing newsletters, postcards, or even word of mouth. You can also share the information with CalFresh participants so they can utilize the Market Match program. Get people who are eligible for CalFresh to sign up for the program. Solution The solution to this issue was to find a way to incentivise the purchase of fruits in vegetables in local Farmers' Markets through the Market Match program. Through the Market Match program, CalFresh recipients will go to the information booth at a Farmers' Market, and take out a certain amount of funds out of their Electronic Benefit Transfer (EBT). The CalFresh recipient will be matched a certain amount of dollars to spend at the Farmers' Market on fruits and vegetables. For example, when spending CalFresh funds at the downtown Santa Ana Farmers' Market, they are able to provide up to $15 in additional Market Match funds to spend on fruits and vegetables. Results Market Match started at the Downtown Santa Ana Farmers' Market (DTSA FM) in April 2015 and started at the Downtown Anaheim Farmers' Market (DTA FM) in May 2016. Since then, we have seen an increase in Market Match incentives redeemed at both Farmers' Markets (DTSA FM from $125 to $1000 and DTA FM from $625 to $775), in just a few short months. After talking to both markets, which have been surveying Market Match users, we found that there was an increase of business not only to the farmers' market, but to the surrounding businesses as well. In addition, it was found that Market Match users were able to have a more nutritious diet because they are receiving extra funds to buy fruits and vegetables and for some it is expanding their CalFresh benefits to go further in the month. Sustainable Success In order to sustain the program, we are working to ensure that nutrition incentives appear on future Farm Bills. To further sustain these successes, we must ensure that there is continued and increased participation with Market Match by promoting Market Match to the community. In addition, looking for additional partners who can provide funding as matched dollars will be an added benefit to sustaining success. Success Stories http://nccd.cdc.gov/nccdsuccessstories/ Contact John Nguyen Community Action Partnership of Orange County 12666 Hoover Street Garden Grove, CA 92841 714-406-2500 phone http://www.capoc.org