Press Release: Virginia Fresh Match Awarded Grant from Wellspring Foundation of Southwest Virginia to Expand Nutrition Incentives

Virginia Fresh Match (VFM) has been awarded a $13,500 grant from Wellspring Foundation of Southwest Virginia to expand access to fresh, local food through nutrition incentives. The funding will support the expansion of additional fruit and vegetable incentives at local farmers markets in Washington, Grayson, Russell, and Smyth counties.

With this funding, VFM will provide vouchers for free fruits and vegetables to customers enrolled in SNAP, Medicaid, WIC, and Farm Market Fresh assistance programs and shopping at partner farmers markets. This support comes at a critical time for Southwest Virginia, where inflation and the rollback of pandemic-era support programs have left many families struggling to afford healthy food.

“Nutrition insecurity is on the rise in Virginia, and Southwest communities have been especially impacted,” said Sam Hedges, Operations Director for Virginia Fresh Match. “Thanks to Wellspring Foundation, we can expand access to fruits and vegetables while also supporting local farmers and food businesses. It's a community solution to a community challenge.”

The grant will directly support incentive programs at new and existing outlets in the region, including the Abingdon, Independence, and Marion Farmers Markets, as well as new partnerships with other farmers markets in the area.

Thanks to this support from Wellspring Foundation, Virginia Fresh Match locations in Southwest Virginia can now offer nutrition incentives to more customers than ever before. When customers use SNAP, SUN Bucks, the Senior Farmers Market Nutrition Program (FMF), or show a WIC or Medicaid card, they receive double the value to spend on fresh fruits and vegetables. For example, if a customer with a WIC card spends $10 at the market, they’ll receive an additional $10 in free tokens to spend on fruits and vegetables.

In the past, this program was only available to SNAP participants. Now, even more low-income families can access fresh, local food and stretch their food dollars at farmers markets across Southwest Virginia. “This program helps our market reach more people who need it most,” said David McLeish, Market Manager of the Abingdon Farmers Market. “We’ve seen firsthand how Virginia Fresh Match allows families to maximize their food budgets while choosing fresh, local produce. It benefits our customers and our farmers.”

Over the course of the project, VFM aims to reach hundreds of residents in the four-county service area, and support at least 67 local farmers and food businesses.  The initiative is designed to improve food security, increase produce sales for farmers, and build community resilience through healthy, local food systems.

To learn more about Virginia Fresh Match and participating outlets in Southwest Virginia, visit www.virginiafreshmatch.org.

About VFM:

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, customers can afford more fruits and vegetables, local farmers earn extra income, and more dollars stay in the local economy. Local Environmental Agriculture Project (LEAP) serves as fiscal sponsor. Learn more at VirginiaFreshMatch.org