About

Market Match is California’s largest nutrition incentive program that empowers shoppers enrolled in CalFresh (California’s Supplemental Nutrition Assistance Program) to choose healthier diets by incentivizing the purchase of fruits and vegetables at farmers’ markets and other farm-direct sites. Market Match is designed as a public-private partnership to reduce diet-related illnesses among California’s low-income shoppers and stabilize farming communities in some of the nation’s most economically vulnerable farming regions.

When people use their federal nutrition benefits at farmers’ markets and other farm-direct outlets (farm stands, CSAs, and mobile markets), Market Match provides matching funds so that customers can buy even more fruits and vegetables. For example, a customer who spends $10 of CalFresh benefits at the farmers’ market receives an additional $10 to spend on fresh produce, for a total of $20 to spend at the market.

Market Match empowers low-income shoppers to make healthy food choices by overcoming financial barriers. It supports job creation, local economic development, and civic engagement by leveraging the benefits of farmers’ markets for a broader community. Furthermore, Market Match helps stabilize and support rural communities by providing additional income for small farmers selling at farmers’ markets.

How it works Eating healthy is easier when you have access to fresh, affordable choices. Learn about how Market Match works at your local farmers’ market.
>> READ MORE

History The Market Match program has a rich history dating back to 2009. Learn about where it has been and where it is going.
>> READ MORE

Ecology Center The Ecology Center coordinates this unique and collaborative program. Click here to learn more about the Ecology Center’s role.
>> READ MORE

California Market Match Consortium Market Match is offered through a diverse group of market operators and community-based organizations. Learn more about this committed group.
>> READ MORE

FAQ Get your questions answered on our Frequently Asked Questions (FAQ) page. A good resource for market operators, community partners, customers, and funders.
>> READ MORE

Funders Market Match wouldn’t be possible without the support from private and public funders. Learn more about those who make this exciting program possible.
>> READ MORE