Field & Fork Network, a nonprofit connecting communities to solutions that foster a sustainable food system, has expanded its Double Up Food Bucks NY (DUFB) program.
The nonprofit is launching the program at three additional Tops Friendly Markets locations in and around Rochester, New York.
Tops SNAP customers at 285 Upper Falls Blvd. and 450 West Ave. in Rochester and 999 East Ridge Road in Irondequoit will have increased access to fresh and frozen affordable produce due to the city of Rochester’s Healthy Food Access Initiative.
The Double Up Food Bucks Program will provide a $1 for $1 match on both fresh and, for a limited time, frozen produce purchases – up to $5 per day.
Tops Friendly Markets is the largest grocery store chain to participate in the Double Up Food Bucks program to date.
“The Double Up Food Bucks program perfectly aligns with Tops’ mission of addressing the fundamental needs of the community in order to help eradicate hunger and enhance the health and well-being of families and children,” said Jeff Cady, VP of produce and floral for Northeast Shared Services, Northeast Grocery Inc.’s (parent company of Tops) shared services group.
“What better way to provide for our community than ensuring that community members have an easier way to affordably access fresh and frozen fruits and vegetables all while being rewarded for their healthier habits.”
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The frozen pilot is a public-private partnership with the city of Rochester, the National Grocers Association Foundation and shopper intelligence leader Catalina, which delivers personalized content and incentives in real-time to shoppers based on their purchases tied to their EBT card through Tops’ in-store media network. The automated solution allows Double Up to distribute the incentive more equitably and removes the registration process, which can be a significant barrier to program participation.
“Working with Tops Friendly Markets to pilot the Double Up Food Bucks program has been a priority for our organization for several years. We worked with Tops to identify the store locations with the highest SNAP usage,” said Lisa French, co-founder and CEO of Field & Fork Network.
“Our goal is to enhance food access, promote healthier eating habits and support local farmers in the process. By providing a dollar-for-dollar match on produce purchases, we aim to empower individuals and families to make nutritious choices without financial constraints.”
Food insecurity has been an ongoing challenge faced by many communities, including those in Rochester. The Double Up Food Bucks NY program seeks to address this issue by empowering SNAP recipients to purchase more fruits and vegetables without straining their budgets. To date, the program’s redemption rate has exceeded expectations, with a 25 percent redemption rate which is three to four times the normal rate of similar programs.
How the Double Up Food Bucks NY Program Works
SNAP recipients can shop for fresh and/or frozen produce at the participating Tops locations. When they use their EBT card to pay for eligible items, the Double Up Food Bucks program automatically matches their purchase dollar-for-dollar, up to $5 dollars. A coupon is printed at check-out that can be used on a future visit, encouraging repeated engagement with the program. No registration or additional steps are necessary.
