Opinion: California’s Market Match Food Assistance Is Too Important to Be Cut
Fruit for sale at the Love, Linda Vista Farmers Market. Image from the market’s Facebook page
The non-profit Love, Linda Vista Farmers Market has been operating every Thursday afternoon since May of 2022. By bringing local farmers to the Market — located at the parking lot of the Linda Vista Plaza Shopping Center — it has succeeded in providing the residents of this diverse San Diego community with a weekly opportunity to purchase a variety of fresh fruits and vegetables.
Residents have responded by taking advantage of this opportunity, choosing to frequent the farmers’ booths and making each Thursday a worthwhile endeavor for these San Diego County farmers, as well as other local vendors. However, a valuable state government assistance program designed to help people purchase healthy fresh fruits and vegetables at certified farmers markets like the one in Linda Vista is at risk of being eliminated.
One of the major factors contributing to the success of the Linda Vista Farmers Market has been a government assistance program called Market Match. According to the program’s web site, “Market Match is California’s food incentive program that matches customers’ CalFresh nutrition assistance benefits with farmers markets and other farm-direct sites.”
Customers with a CalFresh electronic benefit transfer (EBT) account card can go to an eligible farmers market like the Love, Linda Farmers Market, have their card swiped at the EBT counter/booth, and receive tokens that can be used to buy fresh fruits and vegetables at that particular farmers market.
But what makes Market Match such a great program is that it will match a customer’s benefits. In other words, the program provides one dollar for every dollar of CalFresh benefits spent at the market, up to $15 per market day. The benefit is made possible by a combination of federal and state grant funds.
This benefit allows CalFresh EBT customers to stretch their dollars during these challenging inflationary times. Customers also receive the benefits of leading a healthier lifestyle. At the same time, local farmers are able to enjoy an increase in sales. It’s a win-win situation for everyone involved.
Not all certified farmers markets are willing to take on the responsibility for administering Market Match; the program requires additional paperwork/administrative reporting. However, the Love, Linda Vista Farmers Market has embraced the program and found the volunteer manpower to take on the additional requirements for the benefit of the community.
Current funding for the Market Match program has been extended through 2024. Unfortunately, the program is presently in danger of being cut. As part of Gov. Gavin Newsom’s plan to address drastic shortfalls in the 2024 budget, the $35 million state grant to fund Market Match between 2025-2027 has been identified for elimination. Such a move will have a significant negative impact on farmers markets and the people they serve.
Jonathan Widener, President of the Love, Linda Vista Farmers Market commented, “When Love, Linda Vista Farmers Market was granted the resources to be part of the Market Match program in 2022, the local minority and refugee small farmers at our market doubled their sales of locally grown fresh fruits and vegetables. The number of EBT customers also tripled.
“Our main EBT customer base is minority seniors and moms with their kids. We are so happy to participate in this vital resource for our community. If we lose this program, it will impact the food security of fresh and healthy food choices for our community.”
Though the governor’s proposed budget cuts impact numerous worthy programs, Market Match is especially significant because of its broad value to both consumers and vendors at over 250 certified farmers markets throughout the state. Furthermore, all Californians benefit from the promotion of a healthier lifestyle amongst our fellow residents.
As further explained by Rachel Oporto, a volunteer board member for the Love, Linda Vista Farmers Market, and a manager for the San Diego Food System Alliance, “It is essential that we advocate to preserve the $35 Million (California Nutrition Incentive Program) budget that funds Market Match across the state.
“This is a program that has been funded and operating successfully for nearly 15 years, with widespread bipartisan support. California would be leaving millions in matching federal dollars on the table. Most importantly, it would have a devastating impact on the tens of thousands of families that access fresh fruits and vegetables with Market Match dollars, and on the California farmers that rely on local shoppers to survive.”
Benefits related to nutrition and farming are not the only ones provided by Market Match. The program plays a strong role in encouraging residents to attend small nonprofit farmers markets like the one in Linda Vista, which in the process helps to contribute to building a stronger sense of community for these host neighborhoods.
Over time, a successful farmers market becomes a place where local residents regularly meet and interact with each other, and help to support the local micro-enterprises selling their wares at vendor booths. Market Match’s ability to serve as an appealing resident draw for these farmers markets is a bonus that cannot be ignored.
Hopefully, California legislators from both political sides of the aisle will work in the coming months to remove Market Match from the chopping block.
Steve Rodriguez is a retired Marine Corps officer and high school teacher who last taught at Olympian High School in Chula Vista.
