Market SNAPS

A gentleman hands a vendor at the Rochester Public Market SNAP tokens to pay for his food, Feb. 10, 2024. (Photo by Jay Schading)

Revolutionizing Food Access

The Rochester Public Market utilizes SNAP benefits for customers, embracing a system that allows wider fresh food accessibility.

Story by Nia Moore. Photography by Jay Schading.

HENRIETTA, N.Y. – While the Rochester Public Market (RPM) is renowned for its vibrant atmosphere and diverse array of vendors, a lesser-known aspect is its commitment to providing access to fresh, nutritious food for all, regardless of income level.

For years, the Supplemental Nutrition Assistance Program (SNAP), also known as food stamps, has been an extremely beneficial resource for low-income individuals and families across the country. However, what sets Rochester apart is the seamless integration of SNAP benefits into the public market.

Despite the program's existence, a surprising number of Rochestarians remain unaware of the opportunity to utilize their SNAP benefits at the market, especially those who live in areas that are far away. This lack of awareness has led to missed opportunities for those in need to access fresh, locally sourced produce.

Indeed, navigating the market with SNAP benefits is simpler than many realize. Individuals simply need to bring their SNAP Electronic Benefit Transfer (EBT) card to the market and can use it to exchange the benefits for tokens, which makes the transaction a seamless ordeal. Additionally, to encourage even more usage of the market, New York state offers coupons and special deals exclusively for SNAP beneficiaries, further stretching their food dollars.

People standing in line waiting at the Market Token Center within the Rochester Public Market to exchange their food SNAPs for tokens and coupons to use throughout the market, Feb. 10, 2024. (Photo by Jay Schading)

With just over 7,000 distinct visitors that use this program at the Rochester Public Market (RPM), Rochester has the largest single-site number of SNAP recipients to use this system in the United States. James Farr, the director of the Rochester Public Market, speaks on the accessibility of this program to Rochesterians.

“It’s a good thing and a bad thing,” said Farr. “It’s sad that there’s that much need in our community, but it’s also good that there’s a place where they can get fresh reasonably priced produce.”

Despite these efforts, misconceptions persist about the accessibility of SNAP benefits at the market. For some, the idea of using government assistance at a bustling marketplace may seem daunting or unfamiliar. Others may simply be unaware of the program's existence or the benefits it offers.

To raise awareness and increase utilization of the program, community organizations and market officials have launched outreach campaigns targeting not just SNAP recipients, but the college communities in the greater Rochester area as well. Universities such as the University of Rochester and Rochester Institute of Technology have made the market accessible for students to take advantage of the low prices.

Mary Mcabe, a vendor for Mason Farms in Rochester, works every Tuesday, Thursday and Saturday in order to spread the word about healthy eating and the benefits the Public Market has to offer. Her main goal is to inform the people about the goodness of local produce, even if it is not as visually appealing as your regular grocery store.

“I like teaching people about what they’re eating. This is real food. This is not Wegmans, prettied-up, shined and polished.”stated Mcabe, as she helped guide customers at her stand at the market.

People sifting through a fruit vendor at the Rochester Public Market, Feb. 10, 2024. (Photo by Jay Schading)

As word spreads and more Rochestarians discover the benefits of shopping at the public market with SNAP benefits, the hope of all of the vendors and employees is that the program will continue to thrive. While serving as an advantageous opportunity for the community, the Rochester Public Market is proving that access to healthy eating is not just a privilege, but a right for all.