04/22/2026 | Press release | Distributed by Public on 04/22/2026 15:02
SACRAMENTO, CA - Assemblymember Connolly championed a budget letter requesting $50 million for the continuous support of the Market Match program. Market Match helps Californians using nutrition benefits apply their food dollars at farmers markets, making fresh, California-grown food more affordable while directing vital funding back into local farming economies. In 2025 alone, the program supported more than 627,000 shoppers at nearly 300 locations and delivered nearly 50 million servings of California-grown produce.
Market Match is the largest state-funded incentive model through the California Nutrition Incentive Program (CNIP) at the Department of Food and Agriculture (CDFA), however funding will run out in early 2027. Advocates are calling for a permanent, ongoing state budget allocation beginning with the 2026-27 budget cycle. $50 million in annual funding, requested by Assemblymember Connolly, would expand Market Match to all farmers markets statewide, and increase the match from $15 to $20 per visit. Market Match is core food equity infrastructure, rather than a discretionary add-on. Every dollar spent with local family farmers has a 3:1 economic multiplier effect in the community where they come from.
"Market Match is one of those rare programs that delivers real benefits on every level," said Assemblymember Connolly. "It helps families bring home more fresh, healthy food, strengthens certified farmers markets, and supports California farmers who grow the food that nourishes our communities. At a time when Californians up and down the state are facing food insecurity and reduced CalFresh benefits, protecting Market Match is a proven investment in health, food access, and local agriculture."
"What makes this campaign so powerful is the breadth of support behind it," said Martin Bourque, Executive Director of the Ecology Center. "The Save Market Match coalition includes farmers market organizations, food access advocates, growers, public health champions, and community members from across the state who understand exactly what is at stake. We were proud to bring that message to the Capitol during lobby day, and we will keep organizing until this funding is protected. Considering all the federal cuts through HR1 California must re-fund this program and not leave federal matching on the table."
"Buying local food at the farmers market is crucial for me and my neighbors," said Susan, Market Match shopper at AIM's Rollin' Root Certified Mobile Farmers Market, Novato. "I truly appreciate the glorious, healthy produce. I would never be able to afford these fresh, healthy fruits and vegetables grown by local farmers without CalFresh and Market Match."
"For many farmers like me, programs like Market Match help make farmers markets work for the whole community," said Annabelle Lenderink, Co-Farm Manager, Star Route Farms, Bolinas. "When shoppers can afford to buy more produce, farmers are able to sell more of what we grow, expand production, build stronger relationships with our customers, keep our farms viable, and our communities thriving. This program is amazing because the same dollar that puts food on the table for a family in need, also puts gas in my tank. This funding matters not only for families who rely on it, but for the future of local agriculture in California, including organic farms like my own."
As the Save Market Match campaign continues, coalition members are urging state leaders to preserve funding for a program that has become an essential bridge between nutrition access, California agriculture, and healthy communities' futures.
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Assemblymember Connolly represents the entirety of Marin County and Southern Sonoma County