FOR IMMEDIATE RELEASE
November 4, 2025
Charlottesville City Market Offers “Harvest Special”: $20 in Free Fruits and Vegetables for SNAP Customers This November
CHARLOTTESVILLE, VA – Charlottesville City Market is excited to announce participation in the Virginia Fresh Match (VFM) “Harvest Special,” a statewide initiative providing extra support to SNAP customers and Virginia’s farmers during November.
Through this special initiative, all Supplemental Nutrition Assistance Program (SNAP) customers who shop at Charlottesville City Market will receive an extra $20 in free Virginia Fresh Match tokens each week in November, no matter how much they spend. This is in addition to the usual Virginia Fresh Match incentive that doubles SNAP on fruits and vegetables.
“Virginia Fresh Match makes a huge difference for our customers,” said Justin McKenzie. “It helps families put more healthy, local food on their tables and supports the farmers who feed our community. The Harvest Special is a great way to support local families and farmers in uncertain times during the holiday season.”
How It Works
- Customers bring their SNAP/EBT card to the market’s information booth on Saturdays, 8AM – 1PM in Downtown Charlottesville, 100 E. Water Street.
- The card is swiped for the amount they’d like to spend on SNAP.
- They receive their usual dollar-for-dollar match, plus an additional $20 in free VFM tokens.
- Even customers with a $0 balance on their SNAP card will still receive $20 in tokens to spend on fruits and vegetables.
- Example:
- Spend $10 in SNAP → Get $10 in SNAP tokens + $10 in matching VFM tokens + $20 Harvest Special = $40 total to spend on produce.
- $0 SNAP balance → Still receive $20 Harvest Special tokens at no cost.
VFM tokens can be used to buy fruits and vegetables from any participating vendor at the market. SNAP tokens can be used to purchase any SNAP eligible items from participating vendors at the market.
The Harvest Special was created in response to the increased pressure on the SNAP program and the possibility of funding disruptions due to the federal budget process. By providing this temporary boost, VFM aims to:
- Ease financial pressure on families during the holiday season.
- Support Virginia’s farmers with additional sales during late-season markets.
- Strengthen local food systems by keeping dollars circulating within communities
About Charlottesville City Market
Charlottesville City Market is a community-focused market dedicated to providing fresh, local produce, foods, and artisan products to Charlottesville and the surrounding area. Through initiatives like Virginia Fresh Match, we make nutritious food more accessible to all while supporting farmers and strengthening the local economy. For more information, contact Market Management at 434-970-3371 or citymarket@charlottesville.gov.
About Virginia Fresh Match:
Virginia Fresh Match is a network of farmers markets, mobile markets, and community food stores across Virginia. VFM locations double the value of SNAP (Supplemental Nutrition Assistance Program) dollars spent on fruits and vegetables. With VFM, SNAP customers can afford more fruits and vegetables, local farmers earn extra income, and more dollars stay in the local economy. Learn more at VirginiaFreshMatch.org. For media inquiries, contact jess@virginiafreshmatch.org.
Media Contact:
Justin McKenzie
City Market Manager
Charlottesville Parks & Recreation
434-970-3371
mckenziej@charlottesville.gov