Farmers Markets: Boosting Local Economies, Health, and Income

In the past year, Virginia's Fresh Match program generated over $4.1 million in economic activity for local communities by helping families afford fresh produce, according to estimates using USDA economic multipliers from WSLS. Families consistently want to buy more fresh fruits and vegetables but face significant financial barriers. Yet, programs like Fresh Match exist that not only overcome these hurdles but also inject millions into local economies. This gap in public policy is precisely where farmers market incentive programs excel.

Based on this demonstrated success in increasing healthy food intake and generating significant local economic activity, expanding farmers market incentive programs appears to be a powerful and underutilized strategy for community development and public health.

Measurable Gains: Health and Income

SIGNIFICANTLY HIGHER — Frequency of fruit and vegetable intake increased during VFM incentive use, according to pmc.
OVER 1,100 — Local farmers earned income through the Virginia Fresh Match program in 2025, as reported by WSLS.

These programs deliver measurable improvements in public health and provide direct financial support to a substantial number of local farmers. The data unequivocally demonstrates that the primary obstacle to healthier eating for many families is not a lack of desire, but a lack of affordable access, a problem readily solvable by targeted incentive programs.

Bridging the Gap: How Incentives Work

Families surveyed by No Kid Hungry Virginia consistently want to buy more fresh fruits and vegetables but face financial barriers. This desire, coupled with economic constraints, demands targeted interventions. Virginia Fresh Match addresses this by doubling the value of SNAP and SUN Bucks benefits when spent on produce, as also reported by WSLS.

Benefit Type	Original Value	Value with Virginia Fresh Match Incentive
SNAP Benefits	$20	$40 (for produce)
SUN Bucks	$10	$20 (for produce)

Scaling successful incentive models could create a nationwide framework for healthier communities and more resilient local economies. Expanding these proven models across the nation could address food insecurity on a larger scale, simultaneously boosting local economies. The significant increase in fruit and vegetable intake observed by pmc during VFM incentive use, coupled with No Kid Hungry Virginia's findings on financial barriers, unequivocally demonstrates that the primary obstacle to healthier eating for many families is not a lack of desire, but a lack of affordable access—a problem readily solvable by targeted incentive programs. The approach is a strategic investment in both public health and economic vitality.