Press Release: Virginia Fresh Match Launches “Harvest Special” to Support SNAP Customers, Virginia Farmers, and Small Businesses this November

For immediate release: Virginia Fresh Match (VFM) is launching a Harvest Special, a statewide promotion this November to help families stretch their food budgets and boost Virginia’s farmers during a time of increased need, with the support of the Virginia Department of Agriculture and Consumer Services (VDACS). 

Virginia Fresh Match is a statewide nutrition incentive program that makes nutritious foods more affordable to low-income individuals by matching the value of SNAP on Virginia-grown fruits and vegetables. 

Fresh produce at Jon Henry General Store, a rural grocery store in New Market, VA, offering the Harvest Special

In addition to VFM’s regular SNAP match, this November, SNAP customers get $20 in free fruits and vegetables when they shop at a participating farmers market. At participating retail locations, SNAP customers can get 75% off produce from November 19th-26th. No registration is required, just visit a participating location and bring your SNAP card. 

To find a VFM outlet that is participating in Harvest Special, visit virginiafreshmatch.org/locate. Harvest Special participating locations are indicated by an orange marker on the map. For more information, or help finding a location near you, email info@virginiafreshmatch.org or call 540-212-9482. 

“VFM’s rapid response, the Harvest Special, comes at a critical time for families, farmers, and small businesses alike,” said Elizabeth Borst, Director of Advocacy. “With the holiday season ahead, and grocery prices at record highs, we want to help Virginians facing financial hardship continue to access fresh, local produce and keep more food dollars in their communities.”

Produce section at The Market@25th, a Richmond grocery store offering the Harvest Special

How it works when SNAP customers visit a participating Virginia Fresh Match farmers market during the month of November:

1. Customers bring their SNAP/EBT card at the market’s information booth

2. The card is swiped for the amount they’d like to spend on SNAP

3. They receive their usual dollar-for-dollar match, plus an additional $20 in free VFM tokens to spend on fruits and vegetables

Customers can participate in the Harvest Special once per day, per SNAP card, subject to funding availability.

Example:

• Spend $10 in SNAP → Get $10 in SNAP tokens + $10 in matching VFM tokens + $20 Harvest Special = $40 total to spend on produce.

  
  

How it works when SNAP customers visit a participating Virginia Fresh Match grocery store, mobile market, or farm store, November 19th-26th:

1. Customers shop for groceries

2. Customers check out, and their SNAP/EBT card is swiped

3. They receive a 75% discount on fruits and vegetables

By providing this temporary boost, VFM aims to:

• Ease financial pressure on families during the holiday season

• Support Virginia’s farmers with additional sales during a challenging year

• Strengthen local food systems by keeping dollars circulating within communities

Produce at the Fredericksburg Farmers Market, a Harvest Special location

Virginia Fresh Match is offering this promotion thanks to funding from the Virginia Produce Incentive Program, a grant from the Virginia Department of Agriculture and Consumer Services (VDACS). “VDACS is pleased to support the Virginia Fresh Match Harvest Special. It is an innovative way to extend the ability to purchase healthy foods for low income individuals while also increasing sales by Virginia produce farmers and farmers markets,” said Joe Guthrie, Commissioner of VDACS.

Virginia is one of the few states providing state-funded emergency food assistance during the government shutdown. The Harvest Special aligns with this effort, offering additional support to families facing challenges. Governor Youngkin is commended for his decisive action to maintain food assistance for 850,000 Virginia families, along with Leadership and the Virginia Department of Social Services as well as local Social Services offices.

About Virginia Fresh Match:

Virginia Fresh Match (VFM) is a network of farmers markets, mobile markets, and community food stores across Virginia. VFM locations double the value of SNAP (Supplemental Nutrition Assistance Program) dollars spent on fruits and vegetables. With VFM, SNAP customers can afford more fruits and vegetables, local farmers earn extra income, and more dollars stay in the local economy. Learn more at VirginiaFreshMatch.org. For media inquiries, contact jess@virginiafreshmatch.org.