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. Local Environmental Agriculture Project (LEAP) serves as fiscal sponsor. 

Farmers markets are on the rise in Virginia, with more than 250 locations selling everything from peas to peaches. Half already accept SNAP. But while Virginians spend over a billion dollars a year in SNAP, only two tenths of one percent ($200,327 in 2019) goes to farmers markets. When more SNAP money is spent on local produce, everyone benefits.

Since 2009, markets across Virginia have piloted incentive programs—many funded through a national non-profit partner Wholesome Wave. In 2015, Wholesome Wave worked closely with markets and Virginia Farmers Market Association to form a statewide network, Virginia Fresh Match, to offer statewide incentive funding. In 2018, LEAP and Virginia Community Food Connections partnered under VFM and received a USDA FINI (Food Insecurity Nutrition Incentive) grant to provide SNAP incentive funding through 2021, as well as to expand the network to new markets and retail grocery stores.  State funding authorized in 2021 provided VFM $2M over 2 years, bringing another funding stream to supplement federal nutrition incentive funds from the Gus Schumacher Nutrition Incentive Program (GusNIP). Virginia state funds also provided the required match for VFM’s most recent GusNIP application, from which VFM was awarded a $1.2M GusNIP grant that started in September 2023.