News Release - Public Market ‘Token Program’ Has Record-Breaking Year While Increasing Community Wellness

City of Rochester

News Release

(Thursday, April 14, 2011) — The Rochester Public Market, 280 North Union St., enjoyed a record-breaking year for its Market Token Program, an innovative national model for encouraging families to purchase nutritious farmers market foods with their NYS Electronic Benefit Transfer (EBT) cards.

Program participants purchased approximately $357,000 in tokens with food benefits on the EBT cards during the second year of operation in 2010 — an increase of 47 percent over 2009 — and a sum greater than numerous farmers markets located in several states, according to Margaret O’Neill, Market Token Program manager. In a survey conducted on behalf of the Friends of the Rochester Public Market, the volunteer group that manages the program, over 70 percent of Market Token Program customers reported eating “a lot more” fruits and vegetables as a result of using their food stamp benefits at the Market.

The process makes it easy for customers to swipe their Electronic Benefit Transfer (EBT) card at a central terminal in the Market office, purchasing $1 and $5 wooden tokens that function as cash with over 100 farmers and vendors.

“This is a positive, win-win program for everyone, farmers and food stamp customers,” says Jim Farr, Assistant Director of the City's Bureau of Recreation and the Director of the Rochester Public Market. “Now, food stamp customers have access to the freshest, healthiest produce and products that New York State has to offer. We are grateful to the Friends of the Public Market for their efforts in managing the Market Token Program.”

Lower-income consumers can now easily purchase affordable, farm fresh foods, an excellent and economical alternative to convenience or grocery stores. The tokens can be used to purchase foods that include fruits and vegetables, meats, fish, dairy products, baked goods, honey and spices, processed foods and even seeds and plants which produce foods.

Not only are Market Token Program customers able to stretch their food dollars to purchase additional, high-quality fresh produce at the Market, but they also receive information about the benefits of healthy eating and how this helps combat obesity and other health concerns. Friends of the Rochester Public Market work collaboratively with community agencies to reach the target audience of food stamp shoppers. In addition to English and Spanish, information is available in Nepali, Burmese and Karen, reflecting the needs of Rochester’s increasingly diverse community.

“Our goal is to make sure that people who receive food stamps know that they can use these benefits at the Rochester Public Market year-round,” said Margaret O’Neill, Market Token Program Manager.

O’Neill is available to provide marketing materials and to make presentations to agencies and community groups who can help to share information about the Token Program with their audiences. For more information on the Market Token Program or to request marketing materials or a presentation, contact O’Neill at 624-9795 or mao6@cornell.edu.

The Rochester Public Market offers fresh, local foods year-round and is open Tuesdays and Thursdays from 6 a.m. to 1 p.m., and Saturdays from 5 a.m. to 3 p.m. For more information about the Rochester Public Market, call 428-6907 or visit www.cityofrochester.gov/publicmarket.

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News Media: For further information, contact Jim Farr at 428-6907.

SEE ALSO

Public Market