Please ensure Javascript is enabled for purposes of website accessibility
Many Californians Rely on This Farmers Market Program. Newsom Wants to Cut It
gvw_calmatters
By CalMatters
Published 8 months ago on
March 17, 2024

Share

The Market Match program has been a lifeline for low-income Californians since 2010.

The program faces a threat from proposed budget cuts by Gov. Gavin Newsom.

The potential loss of this program threatens low-income Californians’ nutrition.


When we think of a farmers market in California, we usually picture vibrant displays of beautiful, albeit expensive, fruits and vegetables, and perhaps a tempting array of pricier prepared foods. However, the roots of farmers markets in California trace back to the late 1970s, when they first emerged in low-income areas.

Sarah Portnoy

Special to CalMatters

Opinion

They were designed to facilitate a direct connection between farmers and consumers, an arrangement that proved to be a win-win for both small-scale farmers and those seeking affordable, fresh produce.

Today, farmers markets may be more prevalent in affluent neighborhoods, but a key program has been working diligently to uphold their original spirit, making fresh fruits and vegetables accessible to all Californians. The Market Match program has successfully placed fresh produce into the shopping bags and kitchens of low-income Californians at more than 293 farmers markets across the state. Since 2010, this program has empowered shoppers who receive CalFresh benefits, allowing them to double their funds for exclusively California-grown fruits and vegetables.

Frank Tamborello, the executive director of Hunger Action Los Angeles, aptly describes the Market Match program as a “win-win-win.” It helps fight hunger while promoting healthy eating habits and supports California farmers, boosting the small-farm economy and contributing to environmentally sustainable agriculture.

Despite its evident benefits, the program faces a looming threat from budget cuts as state leaders work to close a multibillion-dollar deficit. Gov. Gavin Newsom proposed a $33.2 million cut from the three-year, $35 million California Nutrition Incentive Program, a move that would effectively end Market Match once the remaining funds dry up. Since 2015, the state has supported the program by matching federal funds through a grant from CNIP, enabling substantial expansion over the past nine years.

Market Match has routinely reported increases in low-income shoppers using their benefits at farmers markets. Last year, 9% of the roughly 574,000 visits were first-timers, underscoring the program’s positive impact on both consumers and local farmers.

The potential loss of this program threatens low-income Californians’ nutrition, especially those who live in food deserts where corner stores and vacant lots are more prevalent than full-service grocery stores. In such neighborhoods, an orange can cost more than a soda, highlighting the disparities in accessing affordable, nutritious food.

The proposed cuts would also significantly impact rural farmers who rely on the revenue generated from weekly market sales. It’s a steady source of income in an era defined by its unpredictability.

In the wake of the pandemic, the number of food-insecure households in California surged as costs for fresh produce increased. A USC study last year revealed that 1 in 3 households in Los Angeles County experience food insecurity, indicating a dire need for programs like Market Match. Cutting this essential program would exacerbate the challenges faced by low-income shoppers in bringing home nutritious food for their families, compounding the intense pressure to simply put food on the table.

Access to healthy, affordable and culturally appropriate food is a fundamental human right. As Californians confront the potential loss of the match program, we must recognize its profound impact. In a state known for its agricultural abundance, we cannot allow budgetary decisions to compromise the well-being of others in our community.

About the Author

Sarah Portnoy is a USC professor of Latinx food studies. She is also an executive producer, author, documentary filmmaker, curator and activist.

Make Your Voice Heard

GV Wire encourages vigorous debate from people and organizations on local, state, and national issues. Submit your op-ed to bmcewen@gvwire.com for consideration.

RELATED TOPICS:

DON'T MISS

Newsom Uses a Stunt to Position Himself as a Leader of Anti-Trump Resistance

DON'T MISS

CA Legislature Sets Record for Women in Office and Could See Historic Gender Parity

DON'T MISS

Trump to Target Iran’s Oil Trade in Renewed ‘Maximum Pressure’ Campaign

DON'T MISS

Over 2,500 Central Unified Students Receive Spirit Sweaters at 20th Annual ‘Warm for Winter’

DON'T MISS

Fresno Police Arrest Gang Members in Shooting Involving 7-Month-Old

DON'T MISS

Fresno Team Makes Low-Budget Horror Flicks Look Like Multi-Million-Dollar Productions

DON'T MISS

4B Movement: After the Election, a Call for Women to Swear Off Men

DON'T MISS

Homeowners’ Effort to Leave Sierra Unified Ends With County Ed Rejection

DON'T MISS

Will Terance Frazier’s Nonprofit Exit Granite Park or Fight?

DON'T MISS

Fresno Crash Sends Pickup Into Tree, Dark Tint Cited as Cause

UP NEXT

CA Legislature Sets Record for Women in Office and Could See Historic Gender Parity

UP NEXT

Trump to Target Iran’s Oil Trade in Renewed ‘Maximum Pressure’ Campaign

UP NEXT

Over 2,500 Central Unified Students Receive Spirit Sweaters at 20th Annual ‘Warm for Winter’

UP NEXT

Fresno Police Arrest Gang Members in Shooting Involving 7-Month-Old

UP NEXT

Fresno Team Makes Low-Budget Horror Flicks Look Like Multi-Million-Dollar Productions

UP NEXT

4B Movement: After the Election, a Call for Women to Swear Off Men

UP NEXT

Homeowners’ Effort to Leave Sierra Unified Ends With County Ed Rejection

UP NEXT

Fresno Crash Sends Pickup Into Tree, Dark Tint Cited as Cause

UP NEXT

Beyoncé Makes Grammy History With ‘Cowboy Carter,’ Leading 2025 Nominations

UP NEXT

Macklin Celebrini, NHL’s Youngest Player, Scores on Marc-Andre Fleury, League’s Oldest

Over 2,500 Central Unified Students Receive Spirit Sweaters at 20th Annual ‘Warm for Winter’

2 hours ago

Fresno Police Arrest Gang Members in Shooting Involving 7-Month-Old

2 hours ago

Fresno Team Makes Low-Budget Horror Flicks Look Like Multi-Million-Dollar Productions

3 hours ago

4B Movement: After the Election, a Call for Women to Swear Off Men

4 hours ago

Homeowners’ Effort to Leave Sierra Unified Ends With County Ed Rejection

5 hours ago

Will Terance Frazier’s Nonprofit Exit Granite Park or Fight?

5 hours ago

Fresno Crash Sends Pickup Into Tree, Dark Tint Cited as Cause

6 hours ago

November Has Scattered Cool Temps, Rain Showers for Fresno

6 hours ago

Beyoncé Makes Grammy History With ‘Cowboy Carter,’ Leading 2025 Nominations

7 hours ago

Macklin Celebrini, NHL’s Youngest Player, Scores on Marc-Andre Fleury, League’s Oldest

7 hours ago

Newsom Uses a Stunt to Position Himself as a Leader of Anti-Trump Resistance

Two days after the nation’s voters gave Donald Trump another term as president, Gov. Gavin Newsom staged a publicity stunt to position...

12 mins ago

12 mins ago

Newsom Uses a Stunt to Position Himself as a Leader of Anti-Trump Resistance

14 mins ago

CA Legislature Sets Record for Women in Office and Could See Historic Gender Parity

26 mins ago

Trump to Target Iran’s Oil Trade in Renewed ‘Maximum Pressure’ Campaign

The Foundation for Central Schools' 20th annual Warm for Winter event provided over 2,500 Central Unified students with spirit sweaters, thanks to community partnerships and generous donors. (Central Foundation)
2 hours ago

Over 2,500 Central Unified Students Receive Spirit Sweaters at 20th Annual ‘Warm for Winter’

2 hours ago

Fresno Police Arrest Gang Members in Shooting Involving 7-Month-Old

3 hours ago

Fresno Team Makes Low-Budget Horror Flicks Look Like Multi-Million-Dollar Productions

Following the results of Tuesday's election, Jada Mevs, a 25-year-old from Washington, D.C., is urging women to take action by signing up for self-defense classes, deleting dating apps, getting on birth control, and investing in vibrators, as part of a growing response to the election of Donald Trump for a second term and the failure of abortion rights referendums. (Shutterstock)
4 hours ago

4B Movement: After the Election, a Call for Women to Swear Off Men

5 hours ago

Homeowners’ Effort to Leave Sierra Unified Ends With County Ed Rejection

Search

Send this to a friend