When the emergency pandemic allotments to the Supplemental Nutrition Assistance Program (SNAP) from the federal government ended in March 2023, many co-ops were concerned about how shoppers who have relied on the benefit would be affected. Chico Natural Foods Co-op took action to make sure shoppers continued to have access to fresh produce.
According to Chico Natural Foods Co-op Brand Manager Joey Haney, the co-op’s produce incentive program, called Matching on Regional Eats (MORE), is funded by the California Department of Food and Agriculture through their California Nutrition Incentive Program (CNIP). CNIP is largely funded by the USDA’s Gus Schumacher Nutrition Incentive Program (GusNIP). Under this, whenever a customer — regardless of whether they are an owner — uses SNAP benefits to purchase California-grown fresh produce, they receive 50% off those items, up to a $40 discount per day.
“All the customer has to do is let us know they are paying with CalFresh (California’s SNAP program), and our cashier activates a manual discount that automatically cuts prices on the eligible items,” Haney said. “It’s quick and easy for cashiers and customers.”
Chico Natural Foods Co-op had been wanting to tap into the USDA’s produce incentive program for many years, but they were never able to find a nonprofit organization with which to partner. Fortunately, with the creation of the CNIP program, the California Department of Food and Agriculture (CDFA) stepped up to be a partner.
“The CDFA were very helpful with our application, and they’ve been great working with us ever since,” Haney said.
The co-op first qualified for the grant in FY 2019 but didn’t get the program fully up and rolling until 2020. Since then, it’s been a tremendous success.
“We’ve gotten some great notice from local news outlets, and this has strengthened our relationships with local food-security organizations,” said Haney. “Existing owners and shoppers are very positive on the program. Making California-grown, organic food cheaper and more accessible (at no cost to the co-op!) is a real win-win, and it helps us stand out from other businesses in the area. We’re the only retailer in Chico that has this program.”
Last year, Chico Natural Foods Co-op applied for another round of funding to extend the program, and they were approved, so the MORE program will continue until at least Q2 2025.
