Greaux the Good Announces Universal Currency for Farmers Market SNAP Match Program
Empowers Shoppers Using SNAP Benefits to Redeem their Match Dollars at Any Greaux the Good Farmers Market Statewide
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Media Inquiries:
media@marketumbrella.org
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New Orleans, Louisiana - March 4, 2026
Greaux the Good, Louisiana’s statewide nutrition incentive program operated by Market Umbrella, announced the launch of a Universal Currency beginning this month, allowing shoppers who utilize SNAP (Supplemental Nutrition Assistance Program) benefits to redeem their produce-only Greaux the Good Match dollars at any participating farmers market across the state. This shift reflects Greaux the Good’s mission to benefit farmers, families, as well as the state’s agriculture and economy.
Previously, shoppers utilizing SNAP were limited to spending their match dollars at the market they received them at. The Universal Currency works to uplift small-scale food producers across Louisiana by expanding their customer base and opening shoppers up to a variety of new products across different markets.
“Every farmers market is unique to its surrounding community, but what unites them is the commitment to fresh, local food,” said Chelsea Jackson, Director of Greaux the Good. “By making our produce-only Match dollars universal, we’re giving shoppers the flexibility to explore markets across Louisiana while ensuring that every incentive dollar directly supports healthy food access and our state’s small-scale produce farmers. Produce farming should be profitable, and we all have a role to play in sustaining these farms for the long term.”
Food access remains a critical challenge for Louisiana residents, with 17% of households participating in SNAP. Louisiana is the 3rd most food insecure state in the nation, which is measured by the percentage of households unable to provide adequate food for one or more household members due to lack of resources.
At the same time, Louisiana’s small-scale produce farmers are working in a landscape shaped by inflated operating costs, unpredictable weather (flooding, freezes, droughts) and an uncertain economic climate. Louisiana Agriculture Commissioner Mike Strain notes that approximately 50% of the state’s farms have struggled to turn a profit since 2022 and cautioned that continued challenges could lead to further farm losses.
Programs like Greaux the Good help counteract these pressures by channeling food assistance dollars directly to farmers growing fresh fruits and vegetables, reinforcing both farm viability and community health.
“Our partnership with Greaux the Good has been an overwhelmingly positive experience for our participating vendors and the families in our community,” says Mike Bass, Board President of the Lafayette Farmers & Artisans Market. “Switching to a statewide universal currency will make spending SNAP Match dollars easier for families and provide them greater flexibility in their grocery shopping. We’re excited to continue with the program and see how this change strengthens our farmers market and further enables local food producers to serve our communities fresh, healthy food.”
As markets like Lafayette experience the benefits of expanded flexibility for shoppers and farmers alike, Market Umbrella sees the launch of Universal Currency as a natural next phase in its broader work to strengthen Louisiana’s local food system.
“This expansion represents an exciting evolution of Greaux the Good,” said Angelina Harrison, Executive Director of Market Umbrella. “Supporting small-scale producers has always been at the heart of our mission. While our work began with a focus on New Orleans farmers and markets, we have long believed that strengthening local food systems requires thinking beyond city limits. With the launch of Universal Currency, we are increasing versatility for customers, making it easier for them to spend grocery budgets with local farmers.”
Shoppers can visit www.greauxthegoodla.org to find a full list of participating partner Farmers Markets across Louisiana and learn more about how the program works. Universal Currency Match tokens are now available at welcome tents of each participating market, where staff can assist shoppers paying with SNAP in maximizing their benefits. Every match dollar spent supports healthy food access and Louisiana’s small-scale farmers.
To find a partner location near you, visit www.greauxthegoodla.org/partners.
For more information about Greaux the Good, please visit www.greauxthegoodla.org. Stay connected with us on social media:
Facebook: Greaux the Good / Instagram: @greauxthegoodla
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About Market Umbrella
Market Umbrella is a 30 year old New Orleans-based nonprofit organization with a mission to cultivate the power of farmers markets to drive economic and community health in the region. Market Umbrella launched Greaux the Good in 2022 to support farmers and consumers across the state with nutrition incentive programming - maximizing SNAP and Farmers Market Nutrition Program (FMNP) purchases at Louisiana farmers markets and other farm-direct businesses. Greaux the Good mutually benefits both farmers by increasing their revenue and families by increasing their purchasing power and helping to decrease food insecurity for some of the most vulnerable populations, while also positively impacting the state’s agriculture and overall economy.
Market Umbrella Awarded USDA GusNIP Funding for Greaux the Good
Strengthening support for Louisiana farmers and access to fresh, local food for families through Statewide Nutrition Incentives
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Media Inquiries:
media@marketumbrella.org
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New Orleans, Louisiana - December 10, 2025
Market Umbrella is proud to announce that it has been awarded a 2025 Nutrition Incentive grant from the National Institute of Food and Agriculture (NIFA), an agency of the U.S. Department of Agriculture, to support the continued expansion of its statewide nutrition incentive program, Greaux the Good. Greaux the Good was launched in 2022 to expand SNAP Match programming across Louisiana.
While Market Umbrella has previously received Gus Schumacher Nutrition Incentive Program (GusNIP) funding to support local projects, this award marks the organization’s first large-scale investment to amplify its work statewide. This represents a significant milestone for Louisiana’s local food economy and families who rely on nutrition incentives to access fresh, healthy food.
This GusNIP award provides multi-year funding for Greaux the Good and fuels an important programmatic transition. To align with federal nutrition incentive standards, the program is shifting to a produce-only SNAP match in March 2026, increasing the access to and the consumption of Louisiana grown fruits and vegetables. Items eligible under the updated match program include fruits, vegetables, fresh herbs, food bearing plants, and seeds intended for home production.
With this award, Greaux the Good will strengthen partnerships across Louisiana’s farmers markets, producers, and community-based food retailers; increase access to fresh produce; and deliver measurable health, economic, and nutritional outcomes statewide. This investment marks the beginning of an exciting chapter for Greaux the Good to ensure sustainability and longevity while serving stakeholders, anchoring its mission to be Good for Farmers and Good for Families.
To find a partner location near you, visit www.greauxthegoodla.org/partners.
For more information about Greaux the Good, please visit www.greauxthegoodla.org. Stay connected with us on social media:
Facebook: Greaux the Good / Instagram: @greauxthegoodla
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About Market Umbrella
Market Umbrella (MU) is a 30 year old New Orleans-based nonprofit organization with a mission to cultivate the power of farmers markets to drive economic and community health in the region. To this end, we operate the Crescent City Farmers Markets, as well as a variety of nutrition education and access programs, both locally and statewide. Market Umbrella’s work supports Southeast Louisiana foodways and culture, serves as a small business incubator and supporter of the local economy, and provides food access programs to support food consumers and small scale food producers across Louisiana. Market Umbrella launched Greaux the Good in 2022 to support farmers and consumers across the state with nutrition incentive programming.
For more information about Market Umbrella, please visit www.marketumbrella.org! Stay connected with us on social media: Facebook: Crescent City Farmers Markets / Instagram: @crescentcityfarmersmkt
Greaux the Good Expands with The Blue Cross and Blue Shield of Louisiana Foundation
This award supports Greaux the Good’s expansion in rural, high-need areas of Louisiana.
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Media Inquiries:
media@marketumbrella.org
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New Orleans, Louisiana - January 23, 2025
Greaux the Good is thrilled to announce its partnership with the Blue Cross and Blue Shield of Louisiana Foundation, which awarded Market Umbrella a $100,000 grant. This generous funding will allow Greaux the Good to extend its reach into rural, high-need areas across the state and support its mission of increasing access to fresh, local, and healthy food in Louisiana communities.
As part of this expansion, Greaux the Good has partnered with the Ruston Farmers Market. Shoppers using SNAP (Supplemental Nutrition Assistance Program) benefits at the Ruston Farmers Market can now maximize their grocery budgets by receiving up to $20 in match tokens per market day, which can be used to purchase SNAP-eligible products.
Greaux the Good remains committed to empowering families to buy more fresh, local, and healthy foods while boosting business for local farmers and small-scale food producers. In Louisiana, where nearly 20% of residents rely on SNAP benefits, this partnership will help Greaux the Good extend its reach and support farmers and families across the state.
To find a partner location near you, visit www.greauxthegoodla.org/partners
For more information about Greaux the Good, Market Umbrella’s statewide nutrition incentive program, please visit www.greaxthegoodla.org! Stay connected with us on social media: Facebook: Greaux the Good / Instagram: @greauxthegoodla
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About the Blue Cross and Blue Shield of Louisiana Foundation
The Blue Cross and Blue Shield of Louisiana Foundation makes grants to improve Louisiana’s health outcomes. Its grant programs are particularly focused on the social determinants of health, which are the everyday circumstances that influence a person’s health. Since 2020, the Foundation has made more than $30 million in grants to nonprofits addressing public health, COVID-19 response, and natural disasters. The Foundation also facilitates connections between the communities, leaders, and everyday people who are working to make life better for their friends, families, and neighbors.
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About Market Umbrella
Market Umbrella is a 29-year-old nonprofit organization that operates Greaux the Good, the Crescent City Farmers Market in New Orleans, and many food access, community nutrition, and local food system programs. Market Umbrella’s mission is to cultivate the power of farmers markets to drive economic and community health in the region. Market Umbrella works to directly connect consumers with regional farmers, fishers, and food producers; provide community education related to nutrition and healthy eating; and offer a robust array of food access programs. Market Umbrella’s work supports Southeast Louisiana foodways and culture, serves as a small business incubator and supporter of the local economy, and provides food access programs to help all New Orleanians have greater access to fresh, local foods.
For more information about Market Umbrella, please visit www.marketumbrella.org! Stay connected with us on social media: Facebook: Crescent City Farmers Markets / Instagram: @crescentcityfarmersmkt
Greaux the Good Announces $40/visit Match Cap for 2025
Expanding equitable access to fresh, local food for more families and farmers.
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Media Inquiries:
media@marketumbrella.org
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New Orleans, Louisiana - December 16, 2024
Beginning January 2025, Greaux the Good will implement a $40 match cap per visit for shoppers utilizing SNAP benefits at participating farmers markets. This update ensures program equity and long-term sustainability.
Since 2022, Greaux the Good has helped Louisiana families stretch their food budgets while boosting business for small-scale farmers. Implementing a SNAP match cap of $40 per visit allows the program to reach more households, strengthening farmer-consumer connections and supporting the state’s economy.
Greaux the Good matches SNAP benefits at farmers markets, farm stands, and other farm-direct businesses, making fresh, local food more accessible. The cap will allow the program to serve more participants equitably and continue its impactful work for years to come.
In recognition of unique community needs, two participating farmers markets—Alexandria Farmers Market and St. Helena Farmers Market—will continue to offer an unlimited match, ensuring that shoppers in rural, high-need areas have enhanced access to local, seasonal produce.
To find a partner location near you, visit www.greauxthegoodla.org/partners
For more information about Greaux the Good, Market Umbrella’s statewide market match nutrition incentive program, please visit www.greaxthegoodla.org! Stay connected with us on social media: Facebook: Greaux the Good / Instagram: @greauxthegoodla
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About Market Umbrella
Market Umbrella is a 29-year-old nonprofit organization that operates Greaux the Good, the Crescent City Farmers Market in New Orleans, and many food access, community nutrition, and local food system programs. Market Umbrella’s mission is to cultivate the power of farmers markets to drive economic and community health in the region. Market Umbrella works to directly connect consumers with regional farmers, fishers, and food producers; provide community education related to nutrition and healthy eating; and offer a robust array of food access programs. Market Umbrella’s work supports Southeast Louisiana foodways and culture, serves as a small business incubator and supporter of the local economy, and provides food access programs to help all New Orleanians have greater access to fresh, local foods.
For more information about Market Umbrella, please visit www.marketumbrella.org! Stay connected with us on social media: Facebook: Crescent City Farmers Markets / Instagram: @crescentcityfarmersmkt
Greaux the Good introduces its 2024-2025 Program Committee
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FOR IMMEDIATE RELEASE
Greaux the Good’s 2024-2025 Program Committee will support the growth and expansion of the program to benefit farmers and families across Louisiana
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Media Inquiries:
New Orleans, Louisiana, October 23, 2024 —
In its third fiscal year, Greaux the Good remains steadfast in its commitment to supporting Louisiana farmers markets, farm stands, and other farm-direct businesses. The program is dedicated to providing support and funding for the creation or expansion of Supplemental Nutrition Assistance Program (SNAP) and/or Farmers Market Nutrition Program (FMNP) incentive initiatives.
Last year, in response to the evolving needs of the program, Greaux the Good restructured the former Market Advisory Committee into the Program Committee. Greaux the Good continues to facilitate this more focused and hands-on Program Committee and is excited to announce the 2024-2025 members.
This year’s Program Committee will play a crucial role in supporting Greaux the Good staff, eligible entities, current partners, and community collaborators in many areas including marketing/communications, outreach, and technical assistance. Comprised of members from prominent food access and agricultural businesses/organizations throughout Louisiana, this committee represents a diverse range of stakeholders, bringing valuable knowledge and expertise to the table:
Marquetta Anderson, Community Relations Coordinator at the St. Helena Farmers Market
Mike Bass, Board President, Lafayette Farmers and Artisans Market
Emerie Holtzclaw, Market Manager of the Shreveport Farmers’ Market
Makenzie Miller, Local Food Systems Specialist at the LSU AgCenter - Healthy Communities
Chris Muse, Market Administrator of the St. Helena Farmers Market and Owner of MUSE 3 Farms
Deirdre (Dee) Ragin, Director of Markets and Farmer Communications, Jubilee Justice, Inc.
For contact information for Greaux the Good’s Program Committee, visit https://greauxthegoodla.org/program-committee.
For more information about Greaux the Good, Market Umbrella’s statewide market match nutrition incentive program, please visit www.greaxthegoodla.org! Stay connected with us on social media: Facebook: Greaux the Good / Instagram: @greauxthegoodla
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About Market Umbrella
Market Umbrella is a 29-year-old nonprofit organization that operates Greaux the Good, the Crescent City Farmers Market in New Orleans, and many food access, community nutrition, and local food system programs. Market Umbrella’s mission is to cultivate the power of farmers markets to drive economic and community health in the region. Market Umbrella works to directly connect consumers with regional farmers, fishers, and food producers; provide community education related to nutrition and healthy eating; and offer a robust array of food access programs. Market Umbrella’s work supports Southeast Louisiana foodways and culture, serves as a small business incubator and supporter of the local economy, and provides food access programs to help all New Orleanians have greater access to fresh, local foods.
For more information about Market Umbrella, please visit www.marketumbrella.org! Stay connected with us on social media: Facebook: Crescent City Farmers Markets / Instagram: @crescentcityfarmersmkt
Greaux the Good Secures Third Year of State Funding
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FOR IMMEDIATE RELEASE
Greaux the Good Secures Third Year of State Funding
Louisiana legislature strengthens support for Louisiana farmers and families with ACT 776, a third year of state funding to help Greaux the Good reach more communities across the state. Greaux the Good funds nutrition incentive programs (SNAP/FMNP) at farmers markets, farm stands, and eligible direct-to-consumer food purveyors across Louisiana.
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Media Inquiries:
(504) 861-4485
media@marketumbrella.org
July 1, 2024 - With the executive approval of ACT 776, Greaux the Good will receive its third year of funding with an allocation in the 2024-2025 state fiscal budget in the amount of $1,000,000. Sincere appreciation to Representative McFarland, the co-sponsors, and the state legislators for their unwavering support of Greaux the Good. Their investment in farmers and families has been instrumental in this program’s mission to make a positive impact across communities in Louisiana.
Greaux the Good continues to equip and empower families to purchase more fresh, local, and healthy foods while generating more business for local farmers and qualified food businesses. Operated by Market Umbrella, a non-profit based in New Orleans, that operates the Crescent City Farmers Markets and several other fresh food access programs, Greaux the Good supports nutrition incentive programs at farmers markets, farm stands, and eligible direct-to-consumer food purveyors across the state. Shoppers who use SNAP (Supplemental Nutrition Assistance Program) and FMNP (Farmers Market Nutrition Program) benefits are able to maximize their dollars through Greaux the Good.
Greaux the Good currently has sixteen (16) partners statewide and seeks to grow its network. Current partner locations and their participating nutrition incentive programs include:
SNAP Programs:
Camellia City Farmers Market in Slidell
German Coast Farmers Markets in Destrehan & Luling
Shreveport Farmers’ Market
FMNP Programs:
Berry Town Produce in Hammond & Ponchatoula
Big Daddy Farms in West Monroe
Estes Farms in Ruston
SNAP & FMNP Programs:
Alexandria Farmers Market
Armstrong Farms in Bastrop
Boyce Farmers Market
Crescent City Farmers Markets in New Orleans
Fightingville Fresh Market in Lafayette
Hammond Farmers & Artisans Market
Lafayette Farmers & Artisans Market
Red Stick Farmers Markets in Baton Rouge
St. Helena Farmers Market in Greensburg
Stelly's Organic Farm in Lafayette
To find a partner location near you, utilize the Find a Partner Location Map page on the Greaux the Good website at www.greauxthegoodla.org/partner-locations. For additional details and nutrition incentive program specifications, please visit www.greauxthegoodla.org/partners.
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About Market Umbrella & The Crescent City Farmers Market
Market Umbrella is the nonprofit parent organization for the Crescent City Farmers Market, celebrating over 25 years of serving the greater New Orleans area. Market Umbrella works to directly connect New Orleans consumers with regional farmers, fishers, and food producers; provides community education related to nutrition and healthy eating; and offers a robust array of food access programs. Market Umbrella’s work supports Southeast Louisiana foodways and culture, serves as a small business incubator and supporter of the local economy, and provides food access programs to help all New Orleanians have greater access to fresh, local foods. The Crescent City Farmers Market operates weekly farmers markets in the New Orleans area, hosting over 70 local small farmers, fishers, and food producers, and more than 100,000 shoppers annually. For information, visit www.marketumbrella.org or call (504) 861-4488. Facebook: Crescent City Farmers Market / Instagram: @crescentcityfarmersmkt
Greaux the Good Hosts Its First ‘Market at the Capitol’
Greaux the Good cultivates community connections at the Louisiana State Capitol, bringing farm-to-table economy to the Rotunda with six vendors representing markets from across the state and over 200 attendees, including legislators, staffers, and community members!
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Media Inquiries:
(504) 861-4485
media@marketumbrella.org
On May 13th, 2024, Greaux the Good hosted its first Market at the Capitol in Baton Rouge. With six vendors from around Louisiana setting up shop in the Rotunda, the Capitol was buzzing with energy and the spirit of Louisiana agriculture. Having access to fresh and seasonal produce unique to this region is important for every Louisianaian. Since 2022, Greaux the Good continues to equip and empower families to purchase more fresh, local, and healthy foods while generating more business for local farmers and qualified food businesses.
Hosting a market in the Capitol provided an opportunity to educate and demonstrate the power of the dollar-for-dollar match that Greaux the Good supports at farmers markets and farm stands across the state. Through these nutrition incentive programs, recipients of Supplemental Nutrition Assistance Program (SNAP) and Farmers Market Nutrition Program (FMNP) benefits can increase their grocery budget and develop healthy relationships with food and farmers. The incentive program helps farmers build their capacity to produce and sell at markets, ultimately helping to boost the local economy. At participating markets, shoppers receive Greaux the Good incentives for every program dollar that they swipe. Shoppers at the Market at the Capitol received tokens to demonstrate how the token economy functions and to encourage shopping with the local vendors.
Thanks to all of the facilitators and individuals who helped make this event possible and successful. A special thank you to our vendors who traveled from all corners of the state to participate in the Market at the Capitol:
Acadiana Growers Alliance
Bees Are My Business
Faust Farms
Jubilee Justice
Mycelium Express
Rose Wagon Ranch
Greaux the Good currently has thirteen partners statewide and seeks to assist with onboarding new eligible entities. Current partner locations and participating market match programs include: Alexandria Farmers Market, Armstrong Farms (Bastrop), Boyce Farmers Market, Camellia City Farmers Market (Slidell), Crescent City Farmers Market (New Orleans), Fightingville Fresh Market (Lafayette), German Coast Farmers Markets (Destrehan & Luling), Hammond Farmers & Artisans Market, Lafayette Farmers & Artisans Market, Red Stick Farmers Markets (Baton Rouge), Shreveport Farmers Market, St. Helena Farmers Market (Greensburg), Stelly’s Organic Farm, LLC (Lafayette).
To find a partner location near you, utilize the Find a Partner Location Map page on the Greaux the Good website at www.greauxthegoodla.org/partner-locations. For additional details and market match program specifications, please visit www.greauxthegoodla.org/partners.
Greaux the Good is operated by Market Umbrella, a nonprofit organization based in New Orleans that operates the Crescent City Farmers Markets and several fresh food access programs. This program was made possible through funds allocated in the 2022-2023 state budget, which set a precedent for state support of farmers markets and farm direct businesses in Louisiana.
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About Market Umbrella & The Crescent City Farmers Market
Market Umbrella is the nonprofit parent organization for the Crescent City Farmers Market, celebrating over 25 years of serving the greater New Orleans area. Market Umbrella works to directly connect New Orleans consumers with regional farmers, fishers, and food producers; provides community education related to nutrition and healthy eating; and offers a robust array of food access programs. Market Umbrella’s work supports Southeast Louisiana foodways and culture, serves as a small business incubator and supporter of the local economy, and provides food access programs to help all New Orleanians have greater access to fresh, local foods. The Crescent City Farmers Market operates weekly farmers markets in the New Orleans area, hosting over 70 local small farmers, fishers, and food producers, and more than 100,000 shoppers annually. For information, visit crescentcityfarmersmarket.org or call (504) 861-4488. Facebook: Crescent City Farmers Market / Instagram: @crescentcityfarmersmkt