In a city of over four million residents, Los Angeles has extreme income disparities. In some pockets of town it may be easier for you to find a French fry than an apple, but in other pockets you might find a dozen apple choices-local, organic, heirloom, and conventionally grown varieties. A solution that might address access barriers to healthy foods is to increase consumer purchase power at farmers markets. Currently, the city of Los Angeles has 57 farmers markets in operation.
Just a few weeks ago, on May 13th, the Los Angeles City Council unanimously voted (13-0) for an ordinance requiring all farmers markets to accept CalFresh Electronic Benefit Transfer (EBT) cards. Councilman Jos Huizar introduced this measure, in partnership with the Los Angeles Food Policy Council, Hunger Action LA, and the Los Angeles Community Action Network. Prior to this measure, less than half of the city's farmers markets accepted CalFresh EBT. Now that the ordinance is passed, what next?
Photo by Seacoast Eat Local, Flickr Creative Commons License.
Authorizing and Equipping Farmers Markets to Accept EBT
The CalFresh Program is federally known as the Supplemental Nutrition Assistance Program (SNAP), formally referred to as food stamps. CalFresh provides food support to low-income individuals and families. In order for farmers markets to gain authorization to accept EBT, operators must apply with the United States Department of Agriculture's Food and Nutrition Service (USDA-FNS). On May 17th, just a few days after the measure passed, a sign-up event was hosted[1] at City Hall to encourage farmers market operators to sign up for CalFresh. The event enrolled 26 farmers market operators and the USDA-FNS processed all applications in about two hours, expediting an enrollment process that usually takes 30 to 45 days. Today, almost 100 percent of the city of Los Angeles' farmers markets are enrolled to accept EBT.
Once farmers markets are authorized to accept EBT, they need the machines to process transactions. CalFresh recipients access their benefits through EBT cards, which functions like a debit card. In grocery stores, merchants will typically swipe the card through their normal credit/debit card terminal, and the consumer will enter their Personal Identification Numbers (PIN). Unlike some card machines and phone apps, EBT and debit transactions require consumers to enter their PIN. Many of these devices and apps are not designed to accept PINs as part of a transaction process. Luckily, through the application process, farmers market operators receive free EBT machines.
Establishing a Scrip System
Even after applying and receiving EBT devices, farmers market operators need to develop other logistics. For instance, in such an open market with many vendors, how do CalFresh recipients use their benefits? A coordinated scrip system, or payment process, between market operators, farmers, and customers must be established. For instance, operators typically establish a central Point of Sale station with an EBT machine at an information booth or station. Here, customers will swipe their EBT cards to obtain scrip (paper vouchers or wooden tokens) used to buy eligible food items from market farmers. Some eligible items for purchase include fruits, vegetables, meats, dairy products, and breads. At the end of the market day, farmers turn in vouchers and tokens to managers at the market for payment.
--
--
Debunking Myths and Consumer Education
Building it doesn't always mean people will come. The passage of the ordinance may have facilitated policy changes, but what about implementation practices? Another aspect to this is consumer education on many levels. Farmers markets are notorious for being thought of as more expensive than grocery stores. That's not always the case. Unless your shopping list only has artisan goods, then yes, the farmers market can get pricey. However, you can buy healthy and affordable fruits and vegetables at a fraction of the megastore cost by purchasing directly from farmers. In fact, that's why farmers markets exist in the first place. The goal was, and still is today, to cut out the middle process of food distribution and connect consumers directly with farmers. To break down these notions as well as to introduce Angelenos who have never been to a farmers market, there needs to be more consumer education through community engagement. The following are some ways to help create accessible and welcoming environments for all consumers.
Introducing the Farmers Market. Like any new environment, there are things you need to learn as you enter that space. Farmers markets vary because of how they operate and the farmers that set up shop. Anything from word of mouth to holding community events at a local farmers market can attract more visitors. Some farmers may have food that consumers may not be familiar with. Encouraging sample stations and facilitating cooking demonstrations may introduce consumers to new healthy food items.
Maximizing Dollars. In addition to CalFresh, many famers markets also participate in other governmental programs that may further support CalFresh recipients. There are many farmers market vendors that accept WIC (Women, Infants & Children) checks. Through a healthy food inventive program called Market Match, CalFresh and WIC recipients can receive additional dollars for farmers market purchases. Another way to save money at the farmers market is to ask vendors about their seconds. Often farmers may have fruit that are slightly bruised or imperfect in some small way that they will sell for a discounted cost. They may look slightly imperfect, but they'll taste perfectly good for a fraction of the price.
Finding Cultural Connections. Nopales? No problem! The beauty of farmers markets in the city of Los Angeles is the cultural dive
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
28/11/2025
Nadia Fall attends the 2025 Sundance Film Festival premiere of Brides at the Egyptian Theatre on January 24, 2025, in Park City, Utah. (Photo by Donyale West/...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
WASHINGTON Federal Communications Commission has released a tentative agenda for the December Open Commission Meeting scheduled for Thursday, December 18, 2025 ...
28/11/2025
The Professional Fighters League is looking to super-serve fans of mixed martial...
28/11/2025
Fubo has released in beta on select Roku devices a new feature that lets users display up to four simultaneous streams at once....
28/11/2025
The WNBA playoffs and Week 4 of the NFL regular season highlight the list of live sports events airing on television this weekend....
28/11/2025
The 32nd class of honorees to the B+C Hall of Fame took to the stage at New York's Ziegfeld Ballroom on September 26 for a gala induction event. Click below...
28/11/2025
We hold in our hands the very last Next Text for Next TV, the weekly back-and-fo...
28/11/2025
DirecTV said it made a deal with EchoStar to buy EchoStar's video businesses, including satellite-TV provider Dish TV and virtual MVPD Sling TV, for $1 plus...
28/11/2025
The Broadcasting+Cable Hall of Fame, the premier industry event paying tribute to the influencers, innovators and shining lights of broadcast, cable and streami...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
LONDON Vizrt has added several AI-driven advanced features offering improved speed, intelligence and accuracy in the newest version of its media asset managemen...
27/11/2025
Prime Video has launched AI-powered video season recaps in a beta version for select English-language Prime Original series in the U.S., a move Amazon is callin...
27/11/2025
Back to All News
Netflix's Raat Akeli Hai: The Bansal Murders Marks a Grand...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Back to All News
Stranger Things 5': Prepare for One Last Adventure With O...
27/11/2025
The media industry has a paradox at its core. It's an industry built on light, color and imagination, yet behind the scenes, it's powered by one of the ...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
27/11/2025
Black Friday is leveling up. Get ready to score one of the biggest deals of the season - 50% off the first three months of a new GeForce NOW Ultimate membership...
26/11/2025
SVG Sit-Down: Prime Video EP Mike Muriano Previews Massive Black Friday Slate Fe...
26/11/2025
A cinematic snow sculpture at the 1995 Sundance Film Festival. Photo by Randall Michelson...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
Mumbai, November 24, 2025: In a first-of-its-kind initiative, JioStar, in collab...
26/11/2025
LONDON Factual content producer ITN Productions has launched a new low-latency IP gallery for news bulletins....
26/11/2025
MIAMI TelevisaUnivision said it struck a new multiyear distribution agreement with YouTube TV that includes distribution of TelevisaUnivision's U.S. network...
26/11/2025
OpenDrives, Inc., a leader in software-defined data storage and data services, today announced the launch of the Atlas Corporate Creative Solution. This new Atl...
26/11/2025
Disguise, the industry-leading company powering the world's biggest live performances, is partnering with pioneering LED wall manufacturer DVS to give atten...
26/11/2025
HighField AI, the pioneer in agentic and multimodal automation for broadcast and media production, today announced the expansion of its global channel partner n...
26/11/2025
As high-stakes Premier League fixtures approach and additional premium content launches, with MONO positioning themselves to dominate Thailand's sports stre...
26/11/2025
Hosting a wide variety of events from high-intensity NHL games to complex live music concerts and major entertainment productions, Montreal's 21,000 capacit...
26/11/2025
Vizrt, the leader in live production technology revolutionizing viewer engagement and experience, releases AI-driven advances focusing on speed, intelligence, a...
26/11/2025
ITN Productions, an award-winning factual content producer, today launched a new low-latency IP gallery for news bulletins. Responsible for delivering a leading...
26/11/2025
Ikegami reports ongoing advances throughout 2025 in developing and delivering coordinated television production solutions that maximize quality, versatility and...
26/11/2025
Following the Nov. 21 blackout of NBCUniversal channels on Fubo, the two sides have traded barbs about their inability to reach a new carriage deal....
26/11/2025
LONDON As TV sports rights become increasingly important for both broadcasters and streamers, Ampere Analysis predicts global investment in the genre will surpa...
26/11/2025
LOS ANGELES Vubiquity said it has achieved the Amazon Web Services (AWS) Media & Entertainment Competency as part of the AWS Partner Network (APN). This designa...
26/11/2025
WASHINGTON The Federal Communications Commission's Enforcement Bureau said it has entered into a consent decree with Comcast calling for the cable company t...
26/11/2025
Berklee Named to the Hollywood Reporters Top Music Schools List The publication highlights the college's screen scoring program, industry partnerships, and ...
26/11/2025
Back to All News
Animated Series Love Through a Prism' Casts New Light on ...
26/11/2025
Back to All News
NALIP Unveils Fifth Cohort of Director Incubator
Social Impact
26 November 2025
United States
Link copied to clipboard
The National Assoc...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
In a city of over four million residents, Los Angeles has extreme income disparities. In some pockets of town it may be easier for you to find a French fry than an apple, but in other pockets you might find a dozen apple choices-local, organic, heirloom, and conventionally grown varieties. A solution that might address access barriers to healthy foods is to increase consumer purchase power at farmers markets. Currently, the city of Los Angeles has 57 farmers markets in operation.
