On August 8, 2008, the City Heights Farmers’ Market quietly launched the Fresh Fund program, designed to make the benefits of fresh, locally grown produce accessible to everyone in the neighborhood. Started with a generous donation from the Wholesome Wave Foundation, the program provides “Fresh Fund dollars” to eligible participants when they shop at the market. Then, our produce vendors redeem them for cash at the end of each market day. In other words, each Fresh Fund dollar first serves an individual or family—and then puts money in the pocket of a local farmer!
Word of mouth travels quickly in City Heights: in the first week we distributed $5 of Fresh Fund dollars to 60 market patrons ($300). By the third week, we were distributing nearly 200 sets ($1,000). Anecdotal evidence points to the Fresh Fund as one of the primary reasons that new patrons attend the City Heights Farmer’s Market. There are an average of 75 new market customers attending each week because of the Fresh Fund and subsequent access to fresh fruit and vegetables. Additionally, we’ve seen our food stamp sales quadruple since the program began.
Market produce vendors are ecstatic with the program, as well. The Fresh Fund has in some cases doubled their sales and made it lucrative to vend in one of San Diego’s lowest income neighborhoods. On market day, it is not an uncommon sight to see a produce vendor escort an excited patron, new to the market, to the Fresh Fund table for Fresh Fund dollars.
The funding we have received for the Fresh Fund program has allowed us to initiate a program which is proving extraordinarily beneficial to both local market consumers, and local farmers. However, the success of the program means that we are already scraping the bottom of the Fresh Fund barrel. As of October 18th, we distributed all $10,000 of the initial Wholesome Wave contribution. We have been distributing limited Fresh Fund dollars the past few weeks with the support of individual donations, and each week we hear more requests for a return of the initial Fresh Fund amounts.
Results of a survey conducted at the Market indicate that 64% of Fresh Fund recipients will no longer shop at the market if Fresh Fund is no longer available. This could cost the market more than 100 customers each week, or 15% of the shopper base. This would significantly reduce vendors’ profit in an already challenging economic climate. What’s more, 88% of respondents indicated that they significantly increased the amount of fruit and vegetables they consume because of Fresh Fund. Not only would losing Fresh Fund harm the vendors, but it could result in community members resorting to unhealthy eating habits which are so often defined by tight budgets.
Because of the crucial role that Fresh Fund plays in promoting healthy eating and supporting local farmers, the IRC is actively pursuing additional funding for Fresh Fund. We are eager to develop new partnerships to keep this innovative, popular and incredibly beneficial program available to the community.
Please join us in combating obesity, promoting healthy lifestyles, and supporting local farmers…get involved with the Fresh Fund today!