Thanks to the hard work and dedication of the Blue Zones Project – Monterey County (BZPMC) team, volunteers, and local partners, individuals across Monterey County now have more access to locally-grown produce than ever before.
According to recent data, more than 40% of Monterey County residents are food insecure, with two in five having run out of food or worried about running out of food within the past year. More than 27,000 local families rely on CalFresh/SNAP to buy groceries, with that number only increasing since the pandemic.
Despite being known as “the Salad Bowl of the World,” improving food security has been a key focus of Blue Zones Project’s work in Monterey County since the initiative launched in 2019. Over the past four years, more than 20 food policies, plans, sustainability programs, and best practices have been adopted across the county to improve equitable food access, education, and healthy eating.
Blue Zones Project works to make healthy choices easier through permanent changes to the built environment, policy, and social networks. It's easy to tell someone, "Eat more veggies, it's good for your health," but it's another challenge altogether to create policies and develop programs that uplift those facing financial challenges, enabling them to enhance their purchasing power.
The launch of the Double Up Food Bucks (DUB) program marks a new milestone in this work and signifies a triple win for the community by making healthy food more affordable for low-income households, supporting economic development through independently owned grocery stores, and increasing demand for California-grown produce.
Double Up Food Bucks is a nationally recognized program available in more than 25 states that matches CalFresh/SNAP dollars, so buyers get twice the fruits and veggies. Eligible Monterey County residents paying for California-grown fresh produce using an EBT card will automatically receive a 50% discount at checkout with a benefit up to $15.00 per day. Two stores in Salinas are currently participating (the Mercado La Princesa Markets on Williams Road and East Alisal), with two new stores joining the program in Greenfield and King City early next year. Interested grocers and markets in Peninsula Cities are encouraged to reach out to the local Blue Zones Project team.
The La Princesa location on Williams Road soft-launched the program a month ago and has sold nearly $1,000 worth of eligible produce each week since then. With the official public launch, sales are likely to grow.
“I love this idea that we are able to help the California growers and are helping the community. Prices are high and community members are struggling, especially seniors and those with kids. For people with EBT it’s extra help.” – Jackie Chon, La Princesa general manager
Local partners like Aspire Health and SPUR collaborated with BZPMC over the course of nearly two years to bring the Double Up Food Bucks initiative to light. BZPMC colleagues wrote—and the community was awarded—a $1 million grant from the California Department of Food and Agriculture’s California Nutrition Incentive Program (CNIP) that will support the DUFB program. Over $600,000 in funding is specifically earmarked for nutrition incentives for community members.
You can check out recent media coverage about the Double Up Food Bucks launch in the community below.
- KSBW Action News: New nutrition incentive aim to combat high obesity, diabetes rate in farmworker community (ksbw.com)
- Univision: AHORRANDO EN COMIDA NUTRITIVA
- Edible Monterey Bay: Big Breakthrough for Food Access in Monterey County
- Monterey County Weekly: State officials put their money where their mouth is with incentives for cheaper fruits and vegetables
