County funds Sierra Harvest to run Market Match at farmers markets to boost CalFresh purchasing and farmer revenue

The Board approved a contract (contingent on FY 2024‑25 budget adoption) with Sierra Harvest to operate Market Match at county farmers markets, a CalFresh incentive program that matches SNAP purchases at participating markets to expand healthy food access and increase revenues for local farmers.

Director of Social Services Rachel Pena and Sierra Harvest representatives explained the program: shoppers using CalFresh benefits at markets receive a market match (up to $10 per market) that can be redeemed for qualifying fresh produce. In Western County the program runs at three markets; in eastern Truckee staff will continue a voucher model while local partners pursue EBT vendor certification there.

Sierra Harvest said the incentive program returned more than $38,000 in matched benefits to customers last season, which translated into about $76,000 in direct sales to market farmers. County and nonprofit partners emphasized the program’s dual aims of improving food access for low‑income households and supporting the local farm economy.

Supervisors praised the program’s educational and economic benefits and noted opportunities to seek additional grant funding and philanthropic support to expand reach.