Feeding Florida’s program, Fresh Access Bucks, prioritizes rural Florida and launches produce incentive program at Hitchcock’s Markets

 

Tallahassee, FL– Fresh Access Bucks (FAB), a program of Feeding Florida, recently added 10 new grocery partners with locations that primarily serve rural Florida communities. The Florida Legislature funded Feeding Florida’s $1 million appropriations request for this program expansion focused on connecting  customers at Florida’s rural grocers with access to more fresh fruits and vegetables, where affordable, local produce is often difficult to access. 

State Senator Perry and State Representative McClain, the appropriations request sponsors, saw a strong need to bring economic impact to rural communities, while increasing access of fresh produce to Florida families in these communities often deemed food deserts. 

With that in mind, FAB partnered with Hitchcock’s Markets, an independently-owned chain of stores located in mostly rural areas of north and central Florida. They first collaborated in 2021 as a part of a pilot program to expand access to fresh produce through the Florida-based grocer, testing the economic and health impacts of such an incentive program. Since its success, Hitchcock’s was interested in bringing back the program. 

“When Hitchcock’s started the FAB pilot program a few years ago, we saw produce sales increase by 25 percent and overall store sales increase by 10 percent,” said Giselle Alvarez, VP of Operations at Hitchcock's Markets. “Our customers were happy to add more fresh produce to their shopping cart. When the funding ran out and the program ended, they were very hopeful it would return.”

The expansion of this nutrition incentive program in the rural retail space encourages the purchase of fresh produce by creating a $1:$1 match of supplemental benefits. As evidenced by the pilot version, the increase in demand for fresh produce would also create an increase in supply and the economic benefit to the retailers. 

“We are grateful to the Florida Legislature for focusing on rural Florida and expanding the abilities of these rural grocers to provide fresh, nutritious produce to the areas that need it most,” said Robin Safley, Feeding Florida CEO. “From the health benefits to the economic impact, this program has proven positive results. We look forward to growing this impact so individuals and families in rural areas, where large grocers are well over 30 minutes away, can access more affordable, nutritious fruits and vegetables closer to home.”

The program savings and economic benefit extend past the customer as well. In 2023, FAB brought nearly $1 Million dollars in economic impact to the state, working with over 400 Florida farmers to increase access to fresh fruits and vegetables. 

Research published by the Nutrition Incentive Hub shows that incentive programs, like Feeding Florida’s Fresh Access Bucks, have the potential to increase the amount of fresh fruits and vegetables that participants eat on a daily basis. Preliminary data from FAB participant surveys in 2023 show that those who are shopping with FAB eat more fruits and vegetables per day than the average American.

“Even in the retail space, we know increasing access to healthy fruits and vegetables by offering Fresh Access Bucks helps individuals stretch their dollars for produce," said Katie Delaney, Fresh Access Bucks Director. “One of Hitchcock's customers from the pilot program reported a positive impact on her eating habits, increasing her fruit and vegetable intake by over 65 percent."

Hitchcock’s Markets are located in communities that may not otherwise have access to full-service grocery stores. The first store opened in 1945 and since then, they have grown to several locations throughout Florida, offering quality foods at competitive prices, providing clean stores, and welcoming customers with friendly, well-trained and knowledgeable employees. Adding Feeding Florida’s Fresh Access Bucks Program was another example of their mission to put customers' and communities’ needs  first. 

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For a list of participating locations and hours of operation and to learn more about Fresh Access Bucks’ program, visit www.FreshAccessBucks.com.