Greaux the Good: new statewide Market Match program launches to support farmers & feed families!
FOR IMMEDIATE RELEASE
Farmers markets, farm stands, CSAs, and other organizations across the state are now eligible to receive state funding to create or expand Market Match programs which double recipients' dollars.
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Media Inquiries:
Ashanti Anderson, Director of Development & Communications
(504) 861-4485
New Orleans, Louisiana, November 16, 2022 —
Greaux the Good is Louisiana’s new statewide Market Match nutrition incentive program, operated by Market Umbrella, a nonprofit organization based in New Orleans that operates the Crescent City Farmers Markets and several fresh food access programs. Greaux the Good was made possible through funds allocated in the 2022-2023 state budget with hopes for future funding in upcoming fiscal years.
Greaux the Good provides funding to support Louisiana farmers markets, farm stands, and other eligible entities to either create or expand a Supplemental Nutrition Assistance Program (SNAP) and/or a Farmers Market Nutrition Program (FMNP) incentive program. Low-income shoppers will receive a dollar for dollar match for SNAP/FMNP dollars they spend at participating farmers markets and other locations.
Greaux the Good is good for farmers and good for families. When selling food directly to shoppers, farmers make as much as 100% of every food dollar spent, compared to $0.14 on the dollar at traditional supermarkets. Double the shopping means double the earnings for local small farmers who often operate at a loss. The state also benefits by supporting this mutual exchange between local food producers and consumers, keeping more federal dollars in the state. “Right now only 0.007% of the SNAP benefits issued in FY 2020 in Louisiana were spent at farmers markets,” said Cordelia Heaney, Executive Director of Market Umbrella. “Providing more Louisiana farmers markets and operators with the ability to attract more SNAP shoppers is a major accomplishment in our work to support Louisiana farmers and food producers, as well as a way to positively impact food insecurity issues in our communities.”
For the management of this program, Market Umbrella has employed two dedicated full-time staff members as well as implemented a Market Advisory Committee (MAC) to assist the Greaux the Good team with input on ideas for outreach, marketing, and technical assistance. The committee members are from prominent organizations throughout Louisiana including:
BREADA - Red Stick Farmers Market - Allison Tohme Flynn, Development Director
Fightingville Fresh Market - Nicole Ryane Johnson, Co-Owner
LSU AgCenter Healthy Communities - Makenzie Miller, Local Food Systems Specialist
Louisiana Central - Bahia Nightengale, Executive Director for Farm & Food
Shreveport Farmers’ Market - Emerie Gentry, Market Manager
If you are or know of an entity eligible to become a Greaux the Good partner, please complete our Greaux the Good Partner Interest Form at www.greauxthegoodla.org/become-a-partner.
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Additional Contact Information for Market Umbrella Staff & Market Advisory Committee Members
Chelsea Triche Jackson
Greaux the Good Program Director, Market Umbrella
Katie Weaver
Greaux the Good Program Manager, Market Umbrella
Cordelia Heaney
Executive Director, Market Umbrella
Allison Tohme Flynn
Development Director, BREADA - Red Stick Farmers Market
Nicole Ryane Johnson
Farmer & Co-Owner, Fightingville Fresh Market
Makenzie Miller
Local Food Systems Specialist, LSU AgCenter
makenziemiller@agcenter.lsu.edu
Bahia Nightengale
Executive Director for Farm and Food, Louisiana Central
BNightengale@louisiana-central.com
Emerie Eck Gentry
Market Manager, Shreveport Farmers' Market
farmersmarket@redriverrevel.com
About Market Umbrella
Market Umbrella is the nonprofit organization that operates the Crescent City Farmers Market in New Orleans, as well as several food access and community nutrition programs that reach across the state. 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 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 / Twitter: @greauxthegoodla
Louisiana Legislature allocates $889,000
In an effort to support Louisiana farmers and families, the Louisiana Legislature appropriated $889,000 for Greaux the Good in the state budget to address food insecurity across the state. Greaux the Good is a new statewide program that provides Louisiana farmers markets and operations with funding to create or expand a Market Match SNAP program. Low-income shoppers will receive a dollar for dollar match for SNAP dollars they spend at participating farmers markets. Market Umbrella, the nonprofit organization that operates the Crescent City Farmers Markets in New Orleans, has been appointed to administer the funds to eligible farmers markets and operators statewide.
Greaux the Good’s legislative success and budget approval came following a successful advocacy campaign that began in March 2022. Market Umbrella, partnering with the Big River Economic and Agricultural Development Alliance (BREADA) and the New Orleans Food Policy Action Council (FPAC) with support from the American Heart Association Voices for Healthy Kids, led a campaign for funding to increase the purchasing power of SNAP beneficiaries at Louisiana farmers markets. House Concurrent Resolution 57 was introduced in the House by Rep. Jack McFarland (R) with 55 co-authors and an outpouring of support. Farmers from around the state passionately testified in House and Senate Agriculture and Forestry Committees about the multiple benefits to both farmers and families of fresh, locally grown produce. “Louisiana produces food that is second to none, and our state’s farmers and food producers are a vital part of our state’s economy. Greaux the Good will create new sales opportunities for them, and will help ensure more people in our state have access to fresh, local food,” said HCR 57’s author, Rep. McFarland.
According to the CDC, 32.7% of Louisiana adults consume vegetables less than one time daily. Louisiana ranks last in the U.S. for health outcomes, and poor diet is a contributing factor for the prevalence of chronic diseases such as diabetes and hypertension. Farmers markets across the state offer plentiful, locally-grown fresh fruits and vegetables, freshly picked and ready to be enjoyed by all – but many Louisiana residents can’t afford to purchase a sufficient amount of fresh produce. Over 900,000 of Louisianans utilize SNAP to purchase groceries, but currently less than half of Louisiana farmers markets accept SNAP. Greaux the Good helps make it possible for more Louisiana farmers markets to match SNAP spending and incentivize the purchase of fresh, local food, positively impacting health outcomes for vulnerable shoppers and the local economy.
Greaux the Good is good for farmers and good for families. When selling food directly to shoppers, farmers make as much as 100% of every food dollar spent, compared to $0.14 on the dollar at traditional supermarkets. Double the shopping means double the earnings for local small farmers who often operate at a loss. The state also benefits by supporting this mutual exchange between local food producers and consumers, keeping more federal dollars in the state. “Right now only 0.007% of the SNAP benefits issued in FY 2020 in Louisiana were spent at farmers markets,” said Cordelia Heaney, Executive Director of Market Umbrella. “Providing more Louisiana farmers markets and operators with the ability to attract more SNAP shoppers is a major accomplishment in our work to support Louisiana farmers and food producers, as well as a way to positively impact food insecurity issues in our communities.”
Market Umbrella will be administering the new Greaux the Good program. Market Umbrella currently operates a successful privately- and federally-funded SNAP match program at Crescent City Farmers Markets, and has the experience and expertise to assist smaller Louisiana farmers markets with implementing these programs throughout the state.
Governor’s Hands
Greaux the Good has made it to the Governor’s desk where we now wait to see if they sign off on the budget. Stay up to date on information here.
HCR57 Passed Through House and Senate
Greaux the good passed through both House and Senate as of May 11th, 2022. The next step will be appropriations.
We also held a Greaux the Good day at the Capitol on May 9th, 2022. With the help of our local farmers, we set up a mock farmers market so that legislators could experience how the Market Match program works. They were able to speak with farmers directly and try the process for themselves. The event was a huge success as legislators walked away with an understanding of how Market Match benefits both farmers and families.
HCR57 Passed Unanimously through House Committee
On April 20, 2022, the House Committee unanimously passed HCR57. The next step is to go to House floor. Thank you so much to our farmers, legislators, and community advocates for your support.
Bill HCR 57 introduced
On March 7, 2022, HCR57, the resolution that “Urges and requests the Legislature of Louisiana to support the "Greaux the Good" farmers market match program,” has been introduced by Representative Jack McFarland (R) to the 2022 session. With 55 co-sponsors, we are grateful for Rep McFarlands hard work already on this important piece of legislation.
Greaux the Good heads to committee
Greaux the Good (HCR57) will be discussed in House Committee on Agriculture, Forestry, Aquaculture, and Rural Development on April 14 at 9:30am. We look forward to testifying before the committee and talking more about the farmers and families that Greaux the Good will positively impact.
