Since 2016, California has provided $30 million in matching funds to attract nearly the same amount from the USDA in order to provide SNAP families with matching dollars to support their purchase of healthy fresh and organic produce. Minni Forman, Valeria Velazques Duenas and Shawn Harrison, who manage nutrition incentive programs in their communities, share their work and the impact of both CNIP and the Market Match promotion of incentives offered at over 200 farmers markets and farms stands in California.