Market Match funding ends in 2027

Written By Shayla Sosa

Without action, families lose fresh food, and farmers lose income.

Market Match is California’s nutrition incentive program that makes healthy food more affordable for CalFresh (SNAP) shoppers. For every CalFresh dollar spent at farmers markets, shoppers receive a dollar match for fresh fruits and vegetables. Despite proving its merit for more than a decade, funding for Market Match was not included in the governor's proposed FY2026-2027 budget. As things currently stand, funding for Market Match will run out in early 2027.

All nine AIM farmers markets participate in Market Match. We match up to $15 in CalFresh dollars, turning $15 into $30 at our markets. Market Match at The Rollin’ Root is unlimited. All fresh fruits and vegetables purchased using an EBT card at The Rollin’ Root is 50% off.

Why is it important?

Market Match helps make healthy food more affordable for CalFresh shoppers. It can double a family’s weekly produce budget. AIM markets serve approximately 1,000 CalFresh shoppers every week. Those shoppers spend over $30,000 weekly in CalFresh and Market Match funds directly with local foodmakers and California farmers.

More than 95% of every Market Match dollar goes directly to small farmers, compared to just 15.9¢ per food dollar in supermarkets. There is a 3:1 economic multiplier for farmers, helping them buy more equipment, hire more staff, and expand their production.

Statewide in 2025, 660,000 shoppers spent over $25 million dollars on 50 million servings of fresh fruits and veggies and at nearly 300 farmers markets, CSAs, and farmstand sites.

What can concerned community members do?

If you are a CalFresh recipient or farmer who benefits from Market Match:

  • Join us in Sacramento for Market Match Lobby Day on Wednesday, March 18th.

  • Share your Market Match experience.

Anyone can:

Sample script:

"I'm calling to urge [REPRESENTATIVE'S NAME] to support full funding for the California Nutrition Incentive Program (CNIP) and to save Market Match in the upcoming state budget.

Market Match helps low-income Californians stretch their EBT/CalFresh dollars at farmers markets — doubling their purchasing power for fresh, healthy food. It supports local farmers and keeps money in our communities.

Cutting funding would hurt the families and farmers who depend on it most.

I'm asking [REPRESENTATIVE'S NAME] to please protect this program and ensure it receives the funding it needs to continue.

Thank you for your time. My name again is [YOUR NAME], and I'm a constituent in [YOUR CITY/ZIP CODE].”

  • Share this information with your community. The more people we have working together, the greater chance we have to secure funding.

Read more at savemarketmatch.org.

Market Match is a program of the Ecology Center and is funded in part through the California Department of Food and Agriculture and the USDA's National Institute of Food and Agriculture.

Shayla Sosa
Next

Market Access Fund 2026 Cohort