15 Years of SNAP at Virginia Farmers Markets: Why it Matters

This National Farmers Market Week, Virginia Fresh Match, the Virginia Department of Agriculture and Consumer Services, and the Department of Social Services are marking a milestone worth celebrating: 15 years of SNAP at farmers markets in Virginia.

Since 2011, farmers markets across the Commonwealth have gladly accepted SNAP benefits, making farmers markets more accessible and bringing in more customers for local farms.

Why SNAP at Farmers Markets Matters

Farmers markets are one of the most direct connections between customers and the people who grow their food. The produce is often harvested the same morning it's sold, traveling less than 100 miles to reach the market, meaning it's fresher, more nutritious, and lasts longer at home than food shipped from across the country. This means less food waste, more value, and a direct economic benefit to local farmers and the broader community. The USDA estimates that every dollar of SNAP spent at a farmers market generates $1.80 in local economic impact, supporting small farms, local jobs, and a more resilient regional food system.

For a long time, though, those benefits weren't equally available. SNAP customers -- families, veterans, seniors, working parents stretching every dollar -- couldn't spend their benefits at local markets, making them inaccessable for those who shop with SNAP.

"Before SNAP came to farmers markets, not everyone in the community could afford to shop there," said Elizabeth Borst, one of the founders of the Virginia Fresh Match network and current Director of Advocacy at Virginia Fresh Match. "Low-income community members told us they loved the idea of shopping at the market, but it felt out of reach. They wanted to be there -- to buy fresh food, to support local farmers, to be part of that community experience -- but the financial barrier made it feel like it wasn't meant for them. SNAP changed that, and Virginia Fresh Match has taken it further, making the market a place where everyone can participate fully."

Virginia Fresh Match: Making SNAP Go Further

Virginia Fresh Match builds on SNAP's foundation by doubling its impact. When customers spend SNAP at a participating market, they receive an equal amount in FREE Virginia Fresh Match tokens to spend on fresh fruits, vegetables, mushrooms, herbs, and food-producing plants and seeds. For example, spend $10 of SNAP, get $10 free -- turning $10 into $20 at the market. It's one of the most direct ways to make local food financially accessible while also driving meaningful revenue to farmers.

The Myth Worth Busting

There's a persistent myth in American culture that families with low-income don't want or won't eat fresh food. The evidence (and the lived experience of the thousands of Virginia families who shop at farmers markets with SNAP every season) tells a very different story. The barrier to fresh food access is price, not preference. When programs like SNAP and Virginia Fresh Match remove the financial barrier, families show up, and often become repeat customers. When VFM surveyed customers in 2024, 96% of customers reported spending all of the VFM tokens they received, and reported that they would purchase more fruits and vegetables if more funds were available.

How Farmers Benefit

VFM bridges the gap between farmers and low-income families, empowering families with the necessary funds to choose fresh, local produce. When they do so, their dollars are spent with local farmers, who access customers that otherwise may not be able to afford to shop with them. During a time when fruit and vegetable farming is particularly challenging due to rising input costs like fertilizer, high price of land and land access, fuel, and more, reliable market channels make a difference in keeping small farms economically viable.

A Milestone Worth Celebrating

Fifteen years in, SNAP at Virginia farmers markets has helped reshape farmers markets into food access resources for everyone. We're grateful to every market operator, farmer, partner agency, and family who has made that possible, and we're committed to expanding access in the years ahead. Find a Virginia Fresh Match market near you at www.VirginiaFreshMatch.org.