The Cleveland-Cuyahoga County Food Policy Coalition, representing a spectrum of stakeholders—from hunger relief advocates to urban and rural farmers—came together in 2007 to create a more equitable, healthy and sustainable food system for northeastern Ohioans. In 2009, the coalition received capacity-building grants from the Cleveland and George Gund Foundations. With increased staffing, the coalition was able to reach out to farmers’ markets in Cleveland in an attempt to make fresh fruits and vegetables a household staple in neighborhoods where produce was not readily available, especially to those in the greatest financial need.

In 2010, a pilot program to incentivize produce consumption was launched. Four markets agreed to offer $5 extra to customers who spent at least $5 on fruits, vegetables, seeds and edible plants, using EBT (electronic benefit transfer) cards containing their food assistance benefits. By 2012, 16 farmers’ markets and food stands across Cuyahoga County were participating in the “Produce Perks” program. EBT sales recorded that year at all the markets amounted to more than $26,000—evidence that Produce Perks is producing new business for farmers’ markets and healthier, tastier meals for their new customers.