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On the Road with Virginia Fresh Match: Visiting Our Grocery Retail Partners
- jess20286
- Oct 22
- 3 min read
Across the state, local grocery stores are helping make fresh, nutritious foods affordable for low-income community members. This fall, our team hit the road to visit several of these partners.
While most of our network includes farmers markets and mobile market locations, these grocery retailers show how the Fresh Match model can work in many different settings. At grocery locations, customers get a 50% discount on fresh and frozen fruits and vegetables when they check out with their SNAP/EBT card. Each location plays a vital role in bringing fresh, local produce within reach for customers using SNAP.
Located in Richmond’s historic Church Hill neighborhood, the Market @ 25th was built with a mission to provide fresh food and economic opportunity in a community that had long gone without a full-service grocery store. Their store is a reflection of the community. From departments named after neighborhood schools, like "Armstrong" Deli and "George Mason" Fresh Produce, to a massive timeline stretching along the length of the freezer section detailing the history of the Church Hill neighborhood, the store has fully invested in their mission of making customers feel like they truly belong.
The E. Palmer Supermarket is a family-owned neighborhood institution in South Norfolk, serving a food desert where fresh food options have historically been limited. The store offers a wide range of local produce and pantry staples, as well as a soul food kitchen serving up the best comfort food Norfolk has to offer. With VFM, SNAP shoppers can make their dollars go twice as far on healthy foods. The staff there shared how much they enjoy seeing customers light up when they learn their benefits can be doubled, a reminder that access can make a big difference.
Wakefield Market is one of the only grocery options for nearly 30 miles in all directions. The store’s participation in Virginia Fresh Match helps ensure that small towns aren’t left behind in the fight for food access. Customers who rely on SNAP benefits can now buy more fruits and vegetables for their families, supporting both their own health and local farms. The staff take pride in making sure everyone who walks through the door feels welcome and informed about the program.
The Market at PPL is part of Petersburg Public Library’s broader effort to serve the community through education, access, and inclusion. A program of River Street Education (and sister location to the River Street Farmers Market), this grocery store offers local produce, household essentials, and grab-and-go foods in a welcoming space right inside the library building. By offering Virginia Fresh Match, they’re helping families bring home more fresh fruits and vegetables while keeping food dollars circulating in the local economy.
Farm Fresh Supermarket in Portsmouth is a hub for an entire neighborhood. This large international grocery store stocks everything from staples like lettuce and tomatoes to culturally diverse produce such as plantains, yampi root, and dragon fruit. The aisles reflect the community’s mix of tastes, backgrounds, and traditions, with products and produce from around the world.
By offering Virginia Fresh Match, Farm Fresh makes it easier for families using SNAP to fill their carts with a wider variety of fruits and vegetables. Customers can explore familiar favorites and discover new foods without worrying about cost. It’s a reminder that affordability and cultural relevance go hand in hand when it comes to building real food access.
Why these partnerships matter
Farmers markets will always be an important part of the Virginia Fresh Match network, but grocery retailers expand our reach into more communities. They serve customers year-round, multiple days a week, and make it possible for families to buy fresh produce when and where they shop most often.
By working with both small retailers and community markets, VFM continues to build a food system that reflects Virginia’s diversity. Urban and rural, big and small, local to the state or from around the word. No matter where someone lives or their income, they should have access to fresh, nutritious foods.