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Press Release: Virginia Fresh Match Celebrates National Nutrition Month with Major Milestones
- jess20286
- Mar 17
- 2 min read
Updated: Mar 19
March 17th, 2025
March is National Nutrition Month, and Virginia Fresh Match (VFM) is marking the occasion by celebrating its impact in 2024. VFM, a statewide network of farmers markets and local food retailers, helps families stretch their SNAP (Supplemental Nutrition Assistance Program) dollars by doubling benefits on fruits and vegetables.
With rising food costs, programs like VFM are more critical than ever. Nearly 1 million Virginians rely on SNAP benefits to feed their families. In a 2024 VFM survey, 59% of customers reported struggling to afford balanced meals. As one customer shared, “[VFM] has helped our family so much. Without it, we would not be able to afford to eat.”
In 2024, VFM dollars supported over 1,250 farmers, and VFM was offered at more than 150 locations across Virginia. VFM attracts new customers by making fresh, local food affordable to SNAP participants who might not otherwise afford it. SO Fresh Supermarket, in Harrisonburg, VA, shared that, “In just 5 months of participating in VFM, we have seen a 30% increase in our produce sales”.
VFM's success is attributed to a history of support from local, regional, state, and federal partners. Since 2015, the VFM network has received $7.2 million in bipartisan federal support, resulting in an overall economic impact of $9.7 million. These funds are a triple-win: farmers and local businesses earn more income, low-income families afford more fresh produce, and dollars stay in the local economy.
The federal funding freeze is affecting many VFM partners and aligned food access programs, creating uncertainty for outlets and customers. Despite these ongoing challenges, VFM remains in operation thanks to support from the Virginia Department of Agriculture and Consumer Services (VDACS) and other partners. “We’re hopeful that policymakers at both the state and federal levels will continue to recognize the vital role these programs play in supporting farmers and strengthening food access and local economies,” says Elizabeth Borst, Director of Advocacy at VFM.
To find a participating location, visit www.VirginiaFreshMatch.org. For more information about Virginia Fresh Match or to set up an interview, please contact Communications Coordinator Jess McClelland at jess@virginiafreshmatch, or (540) 212-9482.
About Virginia Fresh Match:
Virginia Fresh Match (VFM) is a network of farmers markets, mobile markets, and community food stores across Virginia. VFM locations offer nutrition incentives that double the value of SNAP (Supplemental Nutrition Assistance Program) dollars spent on fruits and vegetables. With VFM, SNAP shoppers can afford more fruits and vegetables, local farmers earn extra income, and more dollars stay in the local economy. Learn more at VirginiaFreshMatch.org.
About the Local Environmental Agriculture Project (LEAP):
LEAP is a Roanoke-based 501c3 nonprofit. Founded in 2009, LEAP strives to nurture food and farming systems that prioritize health and abundance. LEAP programs include two farmers markets, a mobile market, a farm share, a food hub, a commercial kitchen, a retail store, three community gardens, and robust nutrition incentive programs. LEAP also serves as a fiscal sponsor for Roanoke Foodshed Network and Virginia Fresh Match. Learn more about LEAP at leapforlocalfood.org.
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