FARMERS MARKETS OFFER LOCAL, FRESH PRODUCE TO COUNTY FAMILIES

Are you eating enough fresh produce? The 20202025 Dietary Guidelines for Americans recommend 1.5 - 2 cup equivalents of fruits and 2 - 3 cup equivalents of vegetables daily. A healthy diet supports immune function and also helps to prevent obesity, type 2 diabetes, cardiovascular diseases, and some cancers. Centers for Disease Control (CDC) used the most recent 2019 Behavioral Risk Factor Surveillance system (BRFSS) data to estimate intake. However, only a small amount of people consume enough produce, with the survey finding that overall, only 12.3% of adults met fruit recommendations and 10.0% met vegetable recommendations.

With this guidance in mind, Riverside University Health System Medical Center and other sites throughout Riverside County have paired up with the Women, Infants and Children (WIC) supplemental nutrition program to offer the ability to use WIC Fruit and Vegetable benefits and summertime WIC Farmers Market checks.

Those receiving CalFresh benefits can also shop at

“Eat food. Not too much. Mostly plants.” farmers markets that accept EBT, and as an added benefit, their dollar buys twice as much at markets participating in the Market Match program. Senior Farmers Market Nutrition Program coupons are also offered seasonally.

Going to a local farmers market in Riverside County is a convenient and uplifting experience. You see the proud faces of the farmers who have put their hearts into growing foods to nourish the community. They rise early on the morning of the markets to bring the freshest produce to sell. They get to meet new people weekly, see their regulars, and let them sample fruits and vegetables – possibly for the first time.

Eating local produce has so many benefits to the residents of our county. Fresh produce picked in the morning provides the fresh, ripe items to sell; there are not days needed to transport the produce to sell it and it benefits the local economy by supporting our local agriculture.

RUHS Nutrition and Health Promotion Branch’s

WIC and CalFresh Healthy Living Grant staff are proud to support the farmers markets. The WIC program provides both the seasonal (June to September) $28 farmers market checks and monthly $25 - $49 fruit and vegetable benefits per participant to purchase produce, and these benefits are being utilized by local families. For example, in 2021, from June to September 6,700 WIC families used 17,169 WIC seasonal checks to purchase produce at the markets, adding $120,183 to the local farmers economy. This does not take into account the monthly WIC fruit and vegetable benefits or the Market Match dollars.

Additionally, WIC health educators are stationed at farmers markets throughout the county during the summer market hours and can utilize the technology of the web-based WIC WISE program to allow WIC participants to be certified to pick up the checks and receive nutrition information regarding the best use of the produce. Having the staff on site increases redemption of the coupons which in turn puts more produce on the tables of families with young children.

CalFresh Healthy Living Staff provide extra coordination promoting the Market Match at the farmers market. Using this program, families can further extend their purchasing power and receive a matching amount of money to spend, up to $10 per visit, when using their monthly WIC benefits, WIC farmers markets coupons or CalFresh EBT. Participants can use this Market Match benefit monthly.

If your goal is to incorporate more fresh produce into your regular diet, consider making a visit to a local farmers market part of your weekly routine. Shopping at farmers markets is a great way to support local farmers, and get the freshest possible fruits and vegetables on your table. To learn more, please visit: rivhero.com and marketmatch.org.