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
***
Media Inquiries:
media@marketumbrella.org
***
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
———————-
###
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.
