California’s Lifeline for Healthy Food Access Hangs in the Balance
For millions of low-income Californians, putting fresh, nutritious food on the table has never been easy—but two innovative state programs have made a meaningful difference. Market Match and the Fruit and Vegetable Program offer dollar-for-dollar incentives that stretch CalFresh benefits further while supporting local farmers and grocers. Now, with federal food assistance shrinking and state funding set to expire, these proven initiatives face an uncertain future.
How the Programs Work
Market Match gives CalFresh shoppers a dollar-for-dollar match of up to $15 per visit when they buy fresh produce at certified farmers’ markets, mobile markets, and farmstands. Meanwhile, the Fruit and Vegetable Program provides a similar match—up to $60 per month—automatically rebated to a participant’s EBT card at participating grocery stores. Unlike traditional food aid that relies on donations or offers limited choices, both programs function like cash, empowering consumers to choose from California’s diverse bounty of locally grown fruits and vegetables.
As professionals who have spent careers advancing equitable, resilient food and agriculture policy, we’ve seen firsthand how such investments ripple through communities. They don’t just help families eat better—they strengthen small-scale farmers, boost local economies, and keep food dollars circulating where they’re needed most.
A Growing Need Amid Shrinking Federal Support
Even before recent federal cuts to SNAP (the national name for CalFresh) took effect, many Californians struggled to afford healthy meals. In 2024, federal CalFresh benefits failed to cover the cost of a moderately priced meal in all 58 counties. Families routinely ran out of funds before month’s end, leaving gaps in nutrition that charitable programs alone couldn’t fill.
That’s where California’s supplemental programs stepped in. The Fruit and Vegetable Program, championed by Senator Scott Wiener and Assemblymember Alex Lee, launched as a pilot in 2023 and has since become a lifeline. Administered by the California Department of Social Services, it now operates in 91 grocery stores and served over 92,000 households in April 2026 alone—distributing nearly $4.85 million in supplemental produce benefits that month. Since inception, more than 325,000 unique California households have benefited.
Yet without new funding, the program is expected to shut down by the end of June 2026. Senator Wiener and Assemblymember Lee are requesting $100 million in the upcoming state budget to sustain year-round operations and expand into underserved areas.
Market Match: A National Model at Risk
Market Match—the inspiration behind the Fruit and Vegetable Program—is the largest initiative funded by the California Nutrition Incentive Program (CNIP), administered by the California Department of Food & Agriculture. With a 15-year track record, it supports not only CalFresh recipients but also participants in the Senior Farmers Market Nutrition Program and WIC.
In 2025, Market Match reached over 627,000 shoppers across nearly 300 farmers’ markets, delivering close to 50 million servings of California-grown produce. Critically, every dollar spent with local family farmers generates an estimated $3 in local economic activity. The program also leverages federal matching funds through the USDA’s Gus Schumacher Nutrition Incentive Program—maximizing the impact of every state dollar invested.
Despite its success, Market Match will run out of funding in early 2027 unless the state acts. Senator Josh Becker and Assemblymember Damon Connolly have proposed a phased investment: $20 million in 2026–27, rising to $30 million the following year, and $50 million by 2028–29. This would enable statewide expansion and increase the per-visit match from $15 to $20.
Why State Investment Matters Now More Than Ever
Governor Newsom and the Legislature are rightly focused on mitigating the impacts of recent federal policy changes, including those mandated by H.R. 1. But allowing Market Match and the Fruit and Vegetable Program to lapse may appear as short-term savings—it will ultimately cost the state more in long-term health care expenses, lost agricultural revenue, and increased pressure on emergency food systems.
With the June 15 state budget deadline approaching, California has a clear choice: invest in programs that work, or risk deepening food insecurity during a time of rising need. These aren’t experimental pilots—they’re proven, scalable solutions that honor both human dignity and economic sense.
The message from farmers, grocers, public health experts, and families is consistent: fund what works. Renew Market Match and the Fruit and Vegetable Program—not just for this year, but as enduring pillars of California’s nutrition safety net.
A promotion for the CalFresh Fruit and Vegetable EBT pilot program at a Harvest Market store in Fort Bragg, California. (Photo courtesy of Denisse Becerra / Fullwell)
