In addition to the enticing rows of fresh, local produce lining the booths at Evanston’s downtown farmers’ market, individuals who qualify for the Supplemental Nutrition Assistance Program, or food stamps, will receive an incentive of an extra 50 cents for every federally subsidized dollar they spend at the market beginning June 4.
Those who hold Link cards, Illinois’s cash assistance and SNAP program, can buy fruits and vegetables at the University Place and Oak Street market by swiping their Link cards in exchange for Evanston farmers’ market dollars. For every dollar they choose to spend at the market, they will receive an additional 50 cents, up to $10, to buy more produce. Vendors then take all their Evanston farmers’ market dollars to the city, which reimburses them with a check of the equivalent amount. The city in turn is reimbursed by the state.
“It’s a great circular system,” said Frank Jefferis, vice-chair of the Friends of the Evanston Farmers Markets. The 50-cent incentive comes from a $5,000 donation from the Evanston Hospital, and Jefferis said he hopes to use up the entire donation to benefit Link card holders and increase the amount of dollars redeemed from last year’s $2,000 to $10,000. He added that not only does the incentive encourage Link card holders to opt for healthful foods, but it also supports the farmers.
“What I think is so beneficial is that we’re really trying to encourage individuals to use their Link benefits at the market where they are buying fresh fruits and vegetables,” said Jefferis, adding that he hoped they would engage vendors in conversations on how to prepare the food.
He said there are 3,400 Evanston households who benefit from Link, which translates to about 5,000 residents who can capitalize on the program to stretch out their food bill and add some sustainable, healthy food to their diets.
The practice of giving lower income households incentives to buy at local farmers’ markets has been gaining tremendous momentum in Illinois and throughout the country, said Dennis Ryan, the market manager of 61st Street Farmers Market, located in Chicago’s south side Woodlawn neighborhood.
The 61st Street market was the first to offer incentives to Link card holders in the state. Increasing numbers of farmers’ markets in Illinois now offer the option of paying through Link, which can extend the benefits of farmers’ markets to include as many people as possible and enrich people’s fresh food options, especially in food deserts like Woodlawn. In 2009, only 10 farmers’ markets in Illinois accepted Link. The number grew to 26 in 2010, and this year about 50 accept the SNAP benefits.
“We have a very diverse community and by accepting Link. We make it hospitable to all which strengthens the market and strengthens the community,” Ryan said of his market’s double value incentive program, which matches each dollar spent by Link card.
Its success is clear in the growth of the market’s Link revenue, from $5,000 in 2009 to $10,000 in 2010. Ryan said he hopes this year will be even better and is excited to learn what Evanston will do with the plan.
Setting up Link card systems in farmers’ markets can be difficult, especially when most lack the machine required to swipe the cards, said Pat Steiren, coordinator of the Illinois Farmers Market Network. The network has organized workshops for the past three years working with farmers’ market coordinators across the state to help them implement Link and simplify the process.
“It’s really a win-win,” Steiren said, adding that while the growth in Illinois has been incredible, it still has room to improve compared to other states.
The free training workshops share success stories, best practices and lessons learned, marketing ideas and templates.
“Once you know the nuts and bolts, it’s a lot easier to take care of these things,” said Ryan, who helped develop and run the workshops.
Ryan added that one of every eight Americans qualifies for food stamps, and linking the program with farmers’ markets can be a sustainable and healthful way to help all parties involved.
“It’s incredibly beneficial to both sides of the equation,” Ryan said.
