The CalFresh Fruit and Vegetable EBT Pilot Project: A Model for Direct Nutrition Incentive Integration for SNAP Participants in the Retail Grocery Store Setting

According to the U.S. Department of Agriculture (USDA) Economic Research Service, 13.5% of U.S. households experienced food insecurity in 2023, representing a notable increase from the previous year and emphasizing the urgent need for innovative enhancements to food assistance programs such as the Supplemental Nutrition Assistance Program (SNAP). This paper presents a case study of the CalFresh Fruit and Vegetable EBT (Electronic Benefit Transfer) Pilot Project, a pioneering initiative in California that enables SNAP recipients to earn a dollar-for-dollar rebate, up to $60 per month, on fresh fruits and vegetables purchased at participating grocery stores and farmers markets. Incentives earned through this program were automatically credited to recipients’ EBT accounts and could be redeemed for any SNAP-eligible foods at authorized USDA Food and Nutrition Service (FNS) retailers. At its launch, this was the only program in the U.S. to integrate nutrition incentives directly into SNAP EBT accounts for use at grocery stores. The Pilot Project achieved high satisfaction among both retailers and participants, resulting in nearly $18 million in incentives earned by approximately 93,000 SNAP recipients. This case study highlights key learnings and implications for practice, policy, and research and explores opportunities to replicate this model in other states and communities. Integrating nutrition incentives into the SNAP EBT system represents a promising strategy to promote healthier food choices and reduce food insecurity nationwide.