Market Match

Market Match offers farmers’ market customers an extra $5 when they spend at least $10 on their CalFresh (EBT or food stamp) cards at selected farmers’ markets operated by our partners at the Pacific Coast Farmers’ Market Association (PCFMA).

In 2013, Fresh Approach and PCFMA offered Market Match at over 60 local farmers’ markets beginning Friday, March 29, 2013 (or the opening day of the farmers’ market for those not open in March) and continuing through Thursday, October 31, 2013. Dates for the 2014 Market Match program will be announced by March 15, 2014.

While the Market Match incentives are not currently being offered at PCFMA’s farmers’ markets, all of PCFMA’s farmers’ markets continue to welcome CalFresh customers. Over 30 PCFMA farmers’ markets are open weekly.



Between 2009 and 2012, the program has increased CalFresh redemption at local farmers’ markets by over 650%.

The goal of the Market Match program is to encourage CalFresh recipients to take advantage of fresh, locally-grown fruits and vegetables. By offering an incentive that lowers the price of fresh produce, we are helping shoppers stretch their food dollars while keeping their families healthy.

The Market Match program is managed statewide by Roots of Change (ROC) and the Ecology Center. Statewide, the Market Match partners – known collectively as the California Market Match Consortium – are working to increase access to fresh and healthy foods by low-income consumers at local farmers’ markets. All of the Market Match partners are dedicated to increasing the incomes of California farmers selling specialty crops by expanding access to farmers’ markets to disadvantaged communities. These connections provide an economic stimulus and ascend community health and food security.

The Market Match program has been in action since 2010, though the name Market Match first began branding the effort in 2012.

The Market Match program is made possible through  a Specialty Crop Block Grant (SCBG) offered by the California Department of Food and Agriculture (CDFA), philanthropic efforts that provide funds for Market Match incentive dollars, and the generous support of private citizens throughout California whose donations help to sustain the program.