MARYLAND GUIDE TO ACCEPTING FEDERAL NUTRITION BENEFITS

Published by the Southern Maryland Agricultural Development Commission (SMADC) by way of Maryland Market Money This guide is designed to help Maryland farmers markets and direct-marketing farmers operating independent farm stands accept federal nutrition assistance benefits as payments for their products. The specific federal nutrition programs referenced in this guide include: Supplemental Nutrition Assistance Program Electronic Benefits Transfer (SNAP/EBT); Pandemic Electronic Benefits Transfer (P-EBT), Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) Cash Value Benefit (CVB) for fruits and vegetables, Farmers Market Nutrition Program (FMNP) for Seniors and WIC participants. This guide also addresses acceptance of credit/debit at the market, and the future of electronic incentives (e-incentives).

GUIDE TO A C C E P T I N G F E D E R A L N U T R I T I ON B E N E F I T S FOR FARMERS MARKETS AND DIRECT-MARKETING FARMS MARYLAND

Published by the Southern Maryland Agricultural Development Commission (SMADC) by way of Maryland Market Money This guide is designed to help Maryland farmers markets and direct- marketing farmers operating independent farm stands accept federal nutrition assistance benefits as payments for their products. The specific federal nutrition programs referenced in this guide include: Supplemental Nutrition Assistance Program Electronic Benefits Transfer (SNAP/EBT); SUN Bucks (Summer SNAP/EBT), Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) Cash Value Benefit (CVV/B) for fruits and vegetables, electronic Farmers Market Nutrition Program (eFMNP) for Seniors and WIC participants. This guide also addresses acceptance of credit/debit at the market, and the future of electronic incentives (e- incentives).

MARYLAND MARKET MONEY IS A STATEWIDE PROGRAM OF THE MARYLAND DEPARTMENT OF AGRICULTURE AND THE SOUTHERN MARYLAND AGRICULTURAL DEVELOPMENT COMMISSION (SMADC), A DIVISION OF THE TRI- COUNTY COUNCIL FOR SOUTHERN MARYLAND (TCCSMD)

2025 UPDATE

INTRODUCTION Maryland Market Money (MMM) is a statewide food access program that feeds Marylanders and supports farmers. The Maryland Market Money program, in operation since 2014, is a nutrition incentive program that increases food access at farmers markets and direct-marketing farms (farm stands, on-farm markets, CSAs, etc.) to increase food security and build sustainability for farmers, markets, and communities.

Farmers Market Nutrition Program (eFMNP) benefits—at farmers markets and direct-marketing farms. In June 2020, the Southern Maryland Agricultural Development Commission (SMADC), a division of the Tri-County Council for Southern Maryland, whose mission is to cultivate a dynamic food system that is profitable for farmers and producers, empowering for communities, and environmentally sound, acquired the Maryland Market Money program from the Maryland Farmers Market Association after it closed. As of July 2024, SMADC has partnered with the Maryland Department of Agriculture (MDA) to administer the program. Maryland Market Money is supported by partners including the Farms and Food Access for a Resilient Maryland (FFARMD) Foundation.

At the same time, the program strengthens Maryland foodways by increasing revenue for farmers selling at farmers markets and direct to consumers. The way the program works is simple: Maryland Market Money removes economic barriers for shoppers experiencing food insecurity, providing a dollar-for- dollar match for purchases made using federal nutrition benefits— SNAP/EBT/P-EBT/SUN Bucks, eWIC- CVB, and electronic Senior and WIC

This guide was originally written in 2014 by the Maryland Farmers Market Association with the help of the following organizations: Maryland Hunger Solutions, the Baltimore Food Policy Initiative, the U.S. Department of Agriculture Food and Nutrition Services (Mid-Atlantic Region); Crossroads Community Food Network; the Food Research and Action Center; the Johns Hopkins Center for a Livable Future; Maryland Department of Agriculture; Maryland Department of Health; Maryland SNAP-Ed program, and the National Association of Farmers Market Nutrition Programs (NAFMNP). The Maryland Market Money program gratefully acknowledges the following funders and sponsors: the United States Department of Agriculture (USDA), Maryland Department of Agriculture (MDA), the City of Baltimore, Charles County Board of Commissioners, Prince George’s County, Montgomery County, FRESHFARM, The Greater Washington Community Foundation, and numerous private supporters and donors. The information provided in this guide is intended to support farmers market managers, direct-marketing farmers, farmers market vendors, and community food access advocates to increase access to healthy, fresh, local foods through Maryland farmers markets and direct-marketing farms for all Marylanders, regardless of income. Additionally, this guide aims to cultivate community at farmers markets and local farms, with the goal of creating a strong network and a vibrant local food system.

06 SUPPLEMENTAL NUTRITION ASSISTANCE PROGRAM

07 08 11 12 16 19 20 22 26 30 31 36 45 46

WIC CASH VALUE BENEFIT FOR FRUITS AND VEGETABLES

ELECTRONIC FARMERS MARKET NUTRITION PROGRAM

ELIGIBLE PRODUCTS

REGISTERING TO ACCEPT FEDERAL NUTRITION BENEFITS

GRANT PROGRAMS AND EQUIPMENT OPTIONS

VENDOR-LEVEL SYSTEM VS. MARKET-LEVEL SYSTEM

VENDOR-LEVEL SYSTEM FOR SNAP/EBT ACCEPTANCE

MARKET-LEVEL SYSTEM FOR SNAP/EBT ACCEPTANCE

BUDGETING FOR DIRECT AND INDIRECT COSTS

MATCHING FEDERAL NUTRITION BENEFITS

MARYLAND MARKET MONEY

CONDUCTING SUCCESSFUL OUTREACH

RESOURCE GUIDE AND LINKS

ACRONYMS AND GLOSSARY

SUPPLEMENTAL NUTRITION ASSISTANCE PROGRAM

The

Supplemental

Nutrition

Assistance is administered by the United States Department of Agriculture Food and Nutrition Services (USDA FNS). SNAP increases food security for more than 687,664 Maryland residents each month (as of December 2024 data). Households qualify for SNAP benefits based on eligibility guidelines, including household size, gross monthly income, and basic Program (SNAP) household expenses. SNAP recipients receive their monthly benefits on a debit-style Electronic Benefit Transfer (SNAP/EBT) card. In Maryland, this SNAP/EBT card is called the “Independence Card” and can be used to pay for eligible food items from USDA-authorized retailers.

What is a “SNAP-eligible” food? Examples of SNAP-eligible items include fruits, vegetables, baked goods, meat, fish, poultry, seeds and plants that produce fruits and vegetables, eggs, dairy, and frozen foods. Examples of ineligible SNAP items include hot foods, vitamins or medicine, paper products, soap, and alcohol. Learn more at USDA FNS.

SNAP acceptance at farmers markets is a practice that strengthens local economies, broadens customer bases for farmers markets and direct-marketing farms, and provides consumers experiencing food insecurity with greater access to fresh, locally produced fruits, vegetables, and other foods. Maryland SUN Bucks helps families with school-aged children who receive free or reduced-price meals buy groceries during the summer break when school meals are unavailable. Building on the former Summer SNAP program, Maryland SUN Bucks will help 543,000 children (2024) across the state who receive free and reduced-priced meals. Learn more at Maryland DHS.

WIC CASH VALUE BENEFIT FOR FRUITS AND VEGETABLES The Special Supplemental Nutrition Assistance Program for Women, Infants, and Children (WIC) is available to women who are pregnant, breastfeeding, or recently gave birth; infants; and children up to the age of five who live in Maryland, have a nutritional need, and meet income eligibility guidelines. The USDA funds the WIC program, which in Maryland is administered by the Maryland Department of Health (MDH). The WIC program provides participants with nutrition education and electronic benefits for the purchase of supplemental foods, such as milk, eggs, cereal, formula, fruits, and vegetables and is usually redeemed at grocery stores. The WIC Cash Value Voucher/Benefit for fruits and vegetables (WIC-CVV/B) is the only WIC benefit that can be used at both grocery stores and farmers markets, directly with authorized farmers. WIC-CVV/B benefits are issued per month, per participant and are issued on an eWIC electronics benefit card. Multiple family members in a household can potentially receive benefits simultaneously.

WIC-CVV/B allotments are:

$26 for child participants $47 for pregnant and post-partum participants $52 for fully and partially breastfeeding participants

For farmers to accept this benefit, one of two eWIC processing equipment options is needed. Both are smart device applications available for download in your mobile app store:

Solutran S3 MerchantLink app

TotilPay Go*

*As of March 2025, the eWIC processing capability is only available to iOS users, but an Android enhancement is forthcoming soon.

Learn more from the State of Maryland webpage for WIC Farmers. You may also view participating farmers currently accepting eWIC. For more information, contact: Andrea Tompkins andrea.tompkins@maryland.gov (410) 767-5251

ELECTRONIC FARMERS MARKET NUTRITION PROGRAM

The electronic Farmers Market Nutrition Program (eFMNP) provides benefits for Women, Infants, and Children (WIC) and Senior participants to purchase fresh, unprepared, locally grown fruits and vegetables from June through November. This program expands the awareness of the variety of local fruits and vegetables that can be found at farmers markets and has the potential to increase farmer sales. There are two United States Department of Agriculture (USDA) programs available for farmers to participate in: The Farmers Market Nutrition Program for WIC (FMNP- WIC) and Seniors (SFMNP).

For more information, contact: MDA FMNP Program sara.servin@maryland.gov 410-841-5776

eFMNP WIC Benefits The Farmers Market Nutrition Program (WIC-eFMNP) is available to WIC participants. FMNP is a federally funded program administered by the Maryland Department of Agriculture in collaboration with the Maryland Department of Health (MDH). The WIC- eFMNP program was established to provide fresh, nutritious, locally grown fruits and vegetables to WIC participants, and to expand healthy food access to fresh produce at farmers markets. Participants receive $30 per year via the Healthy Together app (or card), which is distributed between June and September to WIC participants through local WIC clinics. eFMNP must be redeemed with authorized farmers each year by the end of November.

eFMNP SENIOR Benefits The Senior Farmers Market Nutrition Program (eSFMNP) is available to Seniors over the age of 60 who meet income eligibility guidelines. SFMNP is a federally funded program administered by the Maryland Department of Agriculture (MDA) in collaboration with the Maryland Department of Aging (MDoA) and local agencies on aging. The Senior Farmers Market Nutrition Program aims to provide fresh, nutritious, locally grown fruits, vegetables, cut herbs, and honey from farmers markets and roadside stands to seniors with low income. Income- eligible senior citizens receive $50 per year via the Healthy Together app (or card), which is distributed between July and September to Senior participants through local senior centers. eSFMNP must be redeemed with authorized farmers each year by the end of November.

PRODUCT ELIGIBILITY GUIDE

WHAT PRODUCTS ARE ELIGIBLE FRESH FRUITS AND VEGETABLES

SNAP/EBT WIC CVB SFMNP WIC FMNP MMM

FRESH HERBS

MEAT, EGGS, AND DAIRY

FOOD-BEARING PLANTS AND SEEDS

HONEY

MAPLE SYRUP

PRE-PACKAGED NON-ALCOHOLIC BEVERAGES

BREAD, PASTRIES, AND BAKED GOODS JAMS, JELLIES, AND PRESERVES

HOT PREPARED FOODS

REGISTERING TO ACCEPT FEDERAL NUTRITION BENEFITS

Because SNAP/EBT, WIC-CVV/B, and eFMNP (WIC/Senior) are federally funded and regulated programs, farmers markets and/or vendors and direct-marketing farmers must apply to the appropriate government agency to accept these forms of payment. SNAP acceptance reauthorization must be completed every five years. This section explains the registration process for each program. As a farmers market, you can confirm whether your farmers are registered in these programs and help them find the necessary paperwork if they need to enroll. Encouraging all eligible farmers at your market to accept these benefits as payment is a best practice and will attract a diverse customer base to your market as well as create an inclusive community space.

USDA SNAP Retailer Authorization To accept SNAP/EBT and P-EBT payments, any retailer must receive authorization through the USDA Food and Nutrition Service (FNS). For a market- level system, the market can apply to the USDA for SNAP authorization on behalf of all of the vendors. For a vendor-level system or for direct-marketing farmers, each individual vendor/farmer may apply directly to the USDA for their farm or business to receive SNAP retailer authorization. Visit the USDA SNAP webpage to begin the registration process. Before you acquire your SNAP/EBT equipment, you must become a USDA-certified vendor. To get started, review the following USDA website pages then contact the SNAP Retailer Service Center.

Farmers markets: fns.usda.gov/snap/retailer Farmers market vendors and direct-marketing farmers: fns.usda.gov/snap/farmer-producer

For more information, contact: fns.usda.gov/snap/apply-to-accept 877-823-4369

USDA grant-funded technical assistance with this application is available through MarketLink who can assist farmers markets and farmers in obtaining and applying for a USDA FNS SNAP Authorization even if the market or farmer intends to get SNAP processing equipment from someone other than MarketLink. Learn more at MarketLink.

Farmers Market Nutrition Program The Farmers Market Nutrition Program (FMNP) is a USDA-funded nutrition grant program that is administered by MDA in conjunction with the Maryland Department of Health and the Maryland Department of Aging. State agencies utilize funds to support participants in the Supplemental Nutrition Program for Women, Infants, and Children (WIC) and low-resource seniors who participate in the Senior Farmers Market Nutrition Program. Participants in both programs receive an annual voucher of either $30 for WIC or $50 for seniors to purchase fresh fruits and vegetables at farmers markets between June 1 and November 30. For farmers interested in participating in the Farmers Market Nutrition Program: 1. Visit the Maryland OneStop website to create your account and submit the 3. Once approved by MDH, MDA will send you an FMNP Farmer Handbook, FMNP posters, and pricing signs to use at your stand 4. Download the Healthy Together mobile app and begin processing transactions In 2024, FMNP transitioned from a check-based system to a digital one, using the Healthy Together app. Please note that it is required for participating farmers to download the app in order to participate in the program and accept eFMNP benefits. Farmer Application Package. 2. Attend an FMNP training.

For more information, contact: MDA FMNP Program MDA FMNP Website 410-841-5776

WIC Cash Value Voucher/Benefit for Fruits and Vegetables WIC Cash Value Voucher/Benefit for Fruits and Vegetables (WIC-CVV/B or -FVB) are specifically for the purchase of fruits and vegetables at supermarkets, farmers markets, and approved farm stands. Authorized farmers may accept WIC-CVV/B via eWIC processing equipment. There are two available mobile applications for use on smart devices to process WIC-CVV/B payments: TotilPay Go or S3 Merchant Link. In Maryland, the Maryland Department of Health (MDH) administers this USDA-funded program in collaboration with the Maryland Department of Agriculture (MDA). For farmers interested in accepting WIC Cash Value Voucher/Benefit for Fruits and Vegetables (WIC-CVV/B): 1. Visit the Maryland OneStop website to create your account and submit the Farmer Application Package. 2. Attend an FMNP training. 3. Once your application is reviewed and approved, Maryland OneStop will email you the Farmer Agreement to sign electronically. 4. Instructions for accepting WIC-CVV/B will be provided once the application process is completed.

For more information, contact: MDH WIC Program MDH WIC Website 410-746-7162

GRANT PROGRAMS AND EQUIPMENT OPTIONS

Grant Programs There is a nationwide USDA-funded grant program that connects Maryland farmers markets and direct-marketing farmers with free SNAP/EBT equipment to process SNAP/EBT, SUN Bucks, eWIC, and credit/debit transactions. MarketLink, a program of the Farmers Food Assistance Bureau (FFAB) contracted by USDA to provide SNAP/EBT acceptance equipment and technical assistance, offers direct-marketing farmers and farmers markets a "bring your own device" mobile app-based system for accepting SNAP/EBT, SUN Bucks, eWIC, and credit/debit. MarketLink provides a free one-year subscription to TotilPay Go, a mobile app-based SNAP/EBT processing platform which is renewable each subsequent year by meeting a threshold of $500+ in SNAP sales. There are never any per-transaction fees for SNAP/EBT or eWIC sales, but there are fees for credit/debit, which can be processed through Square or Worldpay. The MarketLink program offers extensive technical assistance, including help with the USDA SNAP Retailer Authorization application. Learn more at MarketLink. Note: Those who do not qualify for MarketLink's free equipment program have the option to purchase a subscription to MarketLink's app- based equipment and enjoy MarketLink's no per-transaction fees for SNAP/EBT sales and other nationally negotiated benefits.

SNAP/EBT Equipment Options To spend their benefits, a SNAP recipient swipes their SNAP/EBT card on a SNAP-authorized retailer’s Point-Of-Sale (POS) device. A POS can be obtained in multiple ways. As an authorized SNAP retailer, you have the option of obtaining your equipment through available grants which can offset the cost for you, or you can choose to procure a POS through the merchant services department of your bank or other companies that sell POS equipment. Make sure if you choose to obtain your equipment outside of the available grant opportunities, that the POS device option you choose is already enabled to accept SNAP/EBT transactions. Online SNAP for Farmers Markets and Direct-Marketing Farmers Through a USDA grant, MarketLink now provides SNAP Online access to direct marketing farmers in collaboration with the eCommerce platform GrownBy. Since the grant cycle began, MarketLink has supported farmers in 34 states in adopting SNAP online services. MarketLink, in partnership with GrownBy, guides eligible farmers through every step of the process, providing comprehensive technical support. The SNAP Online grant covers one year of processing and eCommerce platform fees. Learn more at MarketLink.

VENDOR-LEVEL SYSTEM VS. MARKET-LEVEL SYSTEM

Currently, there are two options available for farmers markets that wish to accept SNAP/EBT. One option is a vendor-level system in which each vendor operates their own equipment to accept SNAP/EBT (and credit/debit) directly from customers. The second option is a market-level system in which SNAP/EBT, (and sometimes credit/debit cards) are accepted through one central machine that functions as a market bank; market staff swipes the shopper's SNAP/EBT card and provides the shopper with dollar-value tokens that are spent directly with the vendors. Please note: Direct-marketing farmers operating independent farm stands must use their own vendor-level type system.

Vendor-Level System One set of SNAP/EBT equipment per individual vendor

Market-Level System One set of SNAP/EBT equipment for the entire market

Requirements: Participating vendors must have their own bank account; funds are directly deposited from processor. A high level of SNAP-eligible foods being sold at market. The willingness of vendors to acquire their own SNAP/EBT equipment from a merchant services provider/processor. Strong vendor buy-in and commitment to operate the program weekly. Market staff capacity for technical assistance and vendor support. Existing or potential customer base of federal nutrition benefits participants. Ability for each individual vendor to offset any fees associated with use of equipment or transactions. Budget for signage and outreach materials to let SNAP/EBT shoppers know which vendors accept the benefit. Participating vendors will be provided signage by USDA- FNS. Completed USDA SNAP-Authorized Retailer Certification for each vendor.

Requirements: Market needs a central bank account that can be used for the market as a whole. A high level of SNAP-eligible foods being sold at market. The willingness of vendors to accept tokens and reimbursement from a central market bank account. Staff capacity to operate the central machine throughout duration of each week’s market, collect and count tokens after market, and issue reimbursements to vendors. Existing or potential customer base of federal nutrition benefits participants. Funds/potential to acquire funds to offset any fees associated with use of equipment or transactions . Program budget for tokens, printed marketing, outreach materials, vendor training materials. Participating markets will be provided signage by USDA-FNS.

Completed USDA SNAP-Authorized Retailer Certification on behalf of the market.

VENDOR-LEVEL SYSTEM

Customers go directly to the vendor from whom they wish to make purchases with their SNAP/EBT, eWIC, or debit/credit card. Encourage vendors with snap-eligible foods to advertise their ability to accept benefits with large, easy-to-read, colorful signs to attract customers. USDA provides signage to authorized merchants. The customer selects desired items from vendor, which must be SNAP- eligible items if paid for with a SNAP/EBT card. Vendors and farmers market staff should be familiar with which items are SNAP-eligible and which items are not. For a list of SNAP-eligible items, consult page 11 of this guide.

The vendor swipes the customer’s SNAP/EBT, eWIC, or credit/debit card after entering the amount of the customer’s purchase. Because the USDA makes deposits to Independence or SNAP/EBT cards in Maryland from the 4th-23rd of each month, you should expect to see more SNAP/EBT transactions during the middle of the month. The vendor processes the customer’s transaction and sends or hands the customer a receipt. Vendors who acquired their SNAP equipment from MarketLink get a printer waiver from the USDA and are not required to give shoppers a printed receipt. If vendors are using another type of POS equipment for SNAP/EBT, they must provide shoppers with a printed receipt. Vendor receives payment, which is wirelessly transmitted into their bank account usually within 48 business hours.

Vendor-Level System for SNAP/EBT Acceptance Checklist Using a vendor-level system allows each individual vendor to accept SNAP/ EBT and credit/debit payments, and MMM e-incentives where available, directly from customers.

A bank account. (Required) Individual vendors must have a bank account. Sales will be wirelessly transferred to the account within 48 business hours of the transactions. A completed application for USDA SNAP authorization. (Required) Each vendor must complete the USDA’s e-Authentication Account Registration and then apply to be a SNAP-authorized retailer. At the end of the application, the vendor will receive an identification number from the USDA Food Nutrition Services (FNS). Refer to page 13 of this guide for more information. Vendors cannot receive equipment to participate in the vendor-level market system without first completing this process. Budgeting for direct and indirect costs. Each vendor is responsible for transaction fees for any SNAP/EBT, credit/debit transactions that they process. Through MarketLink, there are no per-transaction SNAP/EBT processing fees. Fees for credit/debit depend A farmers market manager and additional staff is needed. Each market needs dedicated vendors who wish to participate in the vendor-level system, comply with necessary procedures and responsibilities, and process transactions on every market day. Additional time is required for program outreach, as well as weekly accounting and data collection. Some markets hire a food access coordinator to manage these tasks, while others are able to integrate these tasks into the roles of market staff and committed volunteers. An existing or potential customer base of consumers using federal nutrition benefits. Consider reaching out to your community partners, including local Departments of Social Services (the agency that issues SNAP/EBT benefits), senior centers, churches, food pantries, soup kitchens, recreation centers, community centers, schools, and aid organizations. on which processor the farmer picks. Strong vendor buy-in and compliance.

MARKET-LEVEL SYSTEM

Customers go to a centrally located, easily identifiable tent in the market with their SNAP/EBT or credit/debit card. Customers swipe their snap SNAP/EBT card or credit/debit card and enter the amount they wish to spend. Customers take their tokens to vendors to purchase goods. SNAP/EBT tokens can only be used for SNAP-eligible items and change cannot be given. Credit/debit tokens can be used to purchase any item in the market. Vendors may provide change in cash. SNAP/EBT tokens may be used to purchase SNAP-eligible foods; no change may be given for these SNAP/EBT purchases. Note: $1 SNAP/EBT tokens may not be used as change for credit/debit token purchases. At the end of each market day, vendors count tokens and report total SNAP/EBT and credit/debit tokens received to the market manager, who records these numbers. Some markets have vendors fill out reimbursement forms, collect all tokens, and return forms and tokens to the market manager. During the course of the next week, the market manager verifies the amount of tokens each vendor turned in and handles reimbursement for each vendor’s combined SNAP/EBT, and credit/debit sales. Even though vendors receive only one check for all SNAP/EBT, and credit/debit sales, consider keeping a separate bank account for SNAP/EBT transactions, this makes bookkeeping easier. Some farmers markets charge vendors a service fee for credit/debit transactions to offset the costs of running the program. For instance, some markets charge vendors a 3% fee for all tokens redeemed, so vendors receive $4.85 for each $5 redeemed. Some farmers markets offset the cost of the program by charging a transaction fee to shoppers using the credit/debit service. For instance, if a shopper gets $40 in credit/debit tokens, they would be charged $42 for the service and the $2 would go to offset the costs of the program. On a mutually agreed upon schedule, the market manager reimburses vendors for SNAP/EBT and credit/debit transactions. If the market uses reimbursement forms to track new SNAP/EBT and credit/debit sales, new forms may be distributed at this time as well. The process begins again as customers make new SNAP/EBT and credit/debit transactions and purchase items from vendors.

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Market-Level System for SNAP/EBT Acceptance Checklist

The following checklist contains a basic list of requirements to implement a market-level system successfully.

A bank account. (Required) High sales of SNAP/EBT-eligible items. (Required)

Your market must meet one of two USDA eligibility conditions: 1) Offer for sale, on a continuous basis, at least three varieties of qualifying foods in each of four staple food groups (meat, poultry or fish; bread or cereal; fruits or vegetables; dairy products) with perishable foods in at least two of the categories or 2) at least 50 percent of total gross retail sales in SNAP-eligible staple food items. SNAP-eligible items are listed on page 11 of this guide. The capacity to obtain USDA SNAP authorization. (Required) See the USDA SNAP Webpage to begin the registration process to become an authorized vendor. Important note: this process requires that the person filing provide a Social Security Number or an Organizational Federal Identification (FID) number. Farmers markets that decide to participate in the MarketLink program are eligible for technical assistance with becoming a SNAP-authorized retailer (see page 16 for details). Funding and the ability to fundraise for ongoing program costs. For a list of program costs, see page 26, “Budgeting for Direct and Indirect Costs.” Note: often, it takes several years for markets to see high numbers of SNAP/EBT transactions. Outreach and promotion efforts are essential to increase SNAP shoppers at the market. (see page 36 for details) A Farmers Market Manager, a Food Access Coordinator, and/or someone to do accounting. Each market will need a dedicated individual to operate the SNAP/EBT equipment throughout the duration of each weekly market. Additional time is required for program outreach and for weekly accounting, which includes data collection and vendor reimbursement. Some markets hire a food access coordinator, while others are able to integrate these tasks into the roles of staff and committed volunteers. An existing or potential customer base that would pay for purchases with SNAP/EBT. Consider conducting a survey at your market and/or reaching out to your community partners, including local Departments of Social Services (the agency that issues SNAP/EBT benefits), senior centers, churches, food pantries, soup kitchens, recreation centers, community centers, schools, and aid organizations. This survey can help establish a baseline for demand as well as an estimate for potential customers and SNAP/ EBT sales.

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BUDGETING FOR DIRECT AND INDIRECT COSTS

Wireless SNAP/EBT and Credit/Debit POS Equipment MarketLink offers direct-marketing farmers and farmers markets access to a smart device-based app that can process multiple payment types, including SNAP/EBT, eWIC, and credit/debit all within a single system. MarketLink operates as a bring-your-own-device program, meaning participants must use their own smartphone or tablet with a compatible data plan (iOS or Android, all major carriers supported). Participants receive free access to the TotilPay Go mobile application for the first year, along with a complimentary card reader. Additionally, the printer waiver extends beyond the first year all as a result of a grant funded by USDA. If a threshold of $500+ in SNAP sales is met each year, the grant can renew each subsequent year. Service and Transaction Fees Payment processors, which facilitate SNAP/EBT and credit/debit transactions, typically charge annual processing fees, transaction fees, and wireless data costs. With MarketLink, there are no fees for the card reader, and SNAP/EBT transactions are always free. The TotilPay Go app is provided at no cost for the first year and can be covered by the grant in subsequent years as long as $500+ in SNAP sales have occurred during the prior year. Credit and debit transaction fees depend on the chosen payment processor. Costs for other POS systems vary, and while processors often charge transaction fees for SNAP/EBT, they may be lower than the fees to process credit and debit transactions.

Credit/Debit Consider your credit/debit customer base (transaction volume, transaction amount) and decide if you want to accept these payment forms. Since the pandemic, electronic touchless payments have become more common with many more farmers market vendors accepting credit/debit directly. For markets implementing a market-level system, this might mean that offering a credit/debit token system is unnecessary. However, if you do decide to offer credit/debit tokens, you may consider charging a token fee to credit/debit customers to offset the cost of running the program. Another way to offset costs for debit/credit is to charge vendors a fee for redeeming tokens. For example, some farmers markets charge credit/debit customers $1.50 per transaction and charge vendors a 3% token redemption fee. Typically, vendors understand the card machine increases sales and are amenable to this slight charge. If your market is in an area that is unlikely to have high credit/debit sales but more SNAP sales, you will need to offset SNAP/EBT/P-EBT transaction costs through increased vendor fees or additional fundraising. Purchasing Tokens If your market is implementing a market-level system, you will need to order separate sets of tokens for SNAP/EBT ($1) and optionally, credit/debit ($5) transactions. You can order tokens from any token manufacturer that allows you to customize your coins by uploading images, including your market logo, on each side of your coin. It is advisable to list "no change given" somewhere on the SNAP token design. Consider differentiating between the $1 SNAP/EBT tokens and the $5 credit/debit tokens, if applicable, by using different images or colors. When ordering tokens, keep in mind that customers may hang on to their coins from week-to-week. In its first year offering SNAP/EBT, a large market in Baltimore (54 vendors) averaged $900 in SNAP/EBT sales per week and $800 in credit/debit sales. By contrast, a smaller market (13 vendors) averaged $100 in SNAP/EBT sales per week and $80 in credit/debit sales. Based on these numbers, a smaller market might consider ordering approximately 500 $1 tokens and 200 $5 tokens and a larger market might order 3000 $1 tokens and 1000 $5 tokens. To store and manage your tokens, use zip-top bags, a poker chip tray, or other homemade chip tray.

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Materials and Supplies Budget for miscellaneous costs, including, but not limited to: a case for your SNAP equipment, equipment accessories such as receipt paper, a market manager tent, internal market signage indicating the manager's tent or market info booth, program promotional materials, and vendor training materials. Marketing and Advertisement Budgeting for advertising and outreach is key to a successful SNAP/EBT program. Suggestions for effective promotional campaigns, including information on starting a benefit incentive program, are included in the following sections.

Administrative Costs Unless you have a dedicated volunteer, farmers markets using the market-level system should plan on hiring staff to operate the SNAP/EBT (and credit/debit) token system during market and handle subsequent accounting/vendor reimbursements. See page 22 for a detailed explanation of administrator responsibilities. Banking Fees All SNAP/EBT machines must be linked to a bank account. Many banks offer free monthly checking accounts, but some may charge if you write more than a certain number of checks during a set time period. Be sure to confirm the terms of the bank account so as to avoid unnecessary fees.

MATCHING FEDERAL NUTRITION BENEFITS

Matching (or incentivizing) federal nutrition benefits at farmers markets helps farmers, customers, and the farmers market community as a whole. While these types of programs vary from state to state, and often from market to market, the basic premise of an incentive program is to provide matching dollars to customers who spend their SNAP/EBT, WIC-CVV/B, and/or eFMNP (WIC/Senior) at the market. Incentive programs can provide a dollar-for-dollar match to customers up to a certain dollar amount, such as $10, $20, or $30 dollars, per market day. In this section of the guide, we will outline the basics of implementing an incentive program at your farmers market.

Securing Funds Funding for incentive programs can come from a number of different sources including private foundations, donations from community members, fundraisers, and some local, state, and federal government grants. Creating a Currency, Implementation, and Redemption System You will need a separate market currency for incentives, as you will need to track incentive distribution and redemption separately from other payment forms. Many markets create paper vouchers or use customized tokens. You will need to set up a system to collect, document, and reimburse vendors for the tokens or vouchers shoppers have spent with them.

MARYLAND MARKET MONEY

Maryland Market Money (MMM) is a statewide food access program that feeds Marylanders and supports farmers. MMM removes economic barriers for Marylanders experiencing food insecurity, providing a dollar-for-dollar match for purchases made using federal nutrition benefits at participating Maryland farmers markets, farm stands, and CSAs while providing technical assistance, training, marketing, and additional services to stakeholders. Maryland Market Money is run jointly by the Southern Maryland Agricultural Development Commission (SMADC), a division of the Tri-County Council for Southern Maryland, and the Maryland Department of Agriculture (MDA) with support from the Farms and Food Access for a Resilient Maryland (FFARMD) Foundation.

Maryland Market Money matches ALL federal nutrition benefits including: Supplemental Nutrition Assistance Program (SNAP/EBT) SUN Bucks (Summer EBT) & Pandemic EBT (P-EBT) Farmers Market Nutrition Program - WIC & Senior (eFMNP) eWIC-CVV/B or -FVB (Women, Infant, and Children Fruit & Vegetable Benefit)

For more information, contact: info@marylandmarketmoney.org

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Maryland Market Money goes beyond incentives, fostering resilient farmers markets & stronger local food systems statewide. Technical Assistance: One-on-one support for markets, farm stands, and CSAs Guidance on incentive programs & federal benefits Best practices for market operations & vendor engagement Training & Capacity Building: Workshops & webinars on food access templates) Marketing & Outreach: Promotional materials & advertising support Community engagement strategies initiatives Resource development (toolkits, Grantwriting & Funding Support: Identifying & applying for funding Letters of support & partnership guidance And more!

SMADC administers this nutrition incentive food access program at participating farmers markets throughout the state, using a token system. A program is underway to transition away from token economies to e-incentives. For direct-marketing farms, the process is much simpler and does not involve tokens since a farm is a single vendor entity. The goal of this program is to be available at farmers markets and farms in every county in Maryland, and MMM continues to expand the program each season. Participating MMM access points offer incentives to shoppers for SNAP/EBT, SUN Bucks, WIC-CVV/B, and/or eFMNP (WIC/Senior) spending at those access points. At farmers markets, using MMM tokens, each market provides eligible customers with a dollar-for-dollar match up to a certain amount per market day for federal nutrition benefits spent while direct marketing farms usually offer a 50% discount on products up to a certain maximum discount dollar amount per day. For more information about joining the MMM program or implementing incentive programs at your market or farm, visit the Maryland Market Money website.

Maryland Market Money e-Incentives Program During the 2022 market season, Maryland Market Money (MMM) began a pilot program to transition from plastic $1 incentive tokens to electronic incentives offered via an app-based digital wallet. Electronic incentives (e-incentives) are digital rewards or incentives that are offered digitally rather than physically. Now, the MMM program is partnering with Healthy Together, a technology leader specializing in solutions for Health and Human Services Departments, to offer MMM e-incentives to program participants. As a statewide food access program that feeds Marylanders and supports local farmers, this collaboration marks a major step forward in using cutting-edge technology to strengthen our mission. The shift will make the Maryland Market Money program more accessible and efficient, offering a fully digital, scalable solution for market shopping that benefits both vendors and participants. The Maryland Department of Agriculture also partnered with Healthy Together to provide the electronic Farmers Market Nutrition Program (eFMNP) to farmers. By introducing this digital platform, the process will be streamlined for farmers and shoppers both participating in the State of Maryland Farmers Market Nutrition Program (eFMNP) and Maryland Market Money.

Healthy Together's Market Match solution offers several key features that will elevate Maryland Market Money’s impact: Streamlined Experience: Program administrators can use one easy platform that automates tasks and brings all information together, making communication and customer service smoother. Digital Transactions: Farmers can now use QR codes to handle transactions instead of paper coupons, checks, or plastic tokens. Shoppers can manage and use their benefits online and keep track of their A digital directory will help shoppers easily find local farmers' markets, with directions and market details available right on their phones. Communication & Education: A built-in messaging system will keep both farmers and shoppers up to date, provide instant support, and promote community engagement and learning. Translation Services: The platform will offer translations in multiple languages to make sure everyone can participate. Real-Time Data: The platform will collect and analyze data to help Maryland Market Money distribute funds more effectively and better serve the community’s needs. transaction history. Market Directory:

The Healthy Together app is available for both iOS and Android smart devices (phones or tablets). Download the Healthy Together app at:

Apple App store Google Play store

For more information, contact: eincentives@marylandmarketmoney.org

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CONDUCTING SUCCESSFUL OUTREACH

Outreach is essential to bolstering successful federal nutrition benefit expenditures at farmers markets. Know your community A farmers market (or direct marketing farmer) that is dedicated to creating a welcoming, inclusive environment that reflects the needs of all its customers is going to be well positioned to create a successful market community. To create this environment, a market needs to be flexible and consider all of its customers’ needs. Market should know the demographics of their community, including how many residents are currently participating in organizers SNAP. USDA online tools may help identify your community demographics. Knowledge of the cultural and socioeconomic diversity of the community will be important in order to understand the needs of the customer base and to identify potential barriers to shopping at the market, such as language differences, transportation needs, physical accessibility for the elderly, differently abled bodies and families; even product variety.

Promoting your benefit program is necessary to raise awareness of your program within and outside of your community as well as attract new customers to your market. Outreach efforts should begin prior to the start of your program and continue regularly once the program is under way. When choosing what media outlets or forms of advertising to utilize, it is important to consider how to best reach benefit-eligible audiences in your community. Some ways to promote your benefit programs may include:

Signage at the market and around the community Social media posts Postcards Newspaper or radio ads Info table at local events or service providers

Reach out to families with children. More than 50% of individuals receiving SNAP benefits are children. Involving children in the farmers market promotes a festive, community atmosphere.

Consider writing a press release about your market and benefit programs. Send it to local news stations for wide distribution. Holding a program launch event at your market can also be a fun and effective way to draw new customers to your market.

Marketing and Advertising When thinking about how to target your advertising, consider what newspapers your benefit customers read, and the radio stations they listen to. If they use public transportation, what bus or train lines do they frequent? Are there church bulletins or neighborhood newsletters where you could advertise SNAP, FMNP, and eWIC at your farmers market or farm stand? A targeted effort, rather than an advertising campaign for the entire town or city, will cost less and will be more effective in reaching the intended audience. The best advertising is free advertising in the form of news stories about the market or calendar listings in the local paper. Get to know your local reporters and pitch stories about your benefit acceptance, new and interesting products at the market, and upcoming events. Submit press releases because many local newspapers will simply reprint them. After you have developed a relationship with several reporters they will look to you for stories. These days, a lot of people are interested in healthy, nutritious foods, including many local politicians. For example, A SNAP project at the market is a feel-good story that most politicians will support. Invite them to a special event welcoming SNAP customers to your market and invite the local press to cover the story.

Printed Outreach Materials

Outreach materials like flyers, posters and door hangers are great ways to draw customers and new vendors to your farmers market. It is important when designing these materials to consider the following: All outreach materials should include the location, operating dates and times of the market. The language used should be simple and easy to understand. If someone only glances at the sign, they should be able to pick out the important information easily. Use color, pictures or unique designs to grab the readers’ attention, but do not make the flyer too busy. A great way to catch SNAP users’ attention is to include a picture of the SNAP Independence card. This image is universally recognized by the population you are trying to target and will also be easily recognized by those who might have trouble reading. Consider the potential customers you would like to reach. Are there populations within the targeted community that speak another language? If so, consider printing bilingual flyers or multiple versions of the flyer in different languages.

Be sure to consult someone fluent in the language(s) to ensure proper translation and grammar. This could be a local source, volunteer, or a market ambassador!

Social Media and Newsletters Social media can be a great, no or low cost way to reach your audience. When posting to any social media site, make sure your posts are clear and concise. Do not use jargon or acronyms; spell things out, and use terms that shoppers can relate to such as “SNAP Independence cards” when you are referring to SNAP or "Senior Coupons" when referring to Senior FMNP. Use the SNAP Independence card image on some of your posts so that customers can visually identify what you are posting about. Let customers know what they can purchase with their eWIC card by sharing images of vendors’ produce and their eWIC signs. This practice will help to create familiarity and comfort between the vendor, customer and market as a whole.

With free software for creating newsletters like Constant Contact and MailChimp widely available, writing a farmers market or farm stand newsletter is a viable marketing mechanism for many. A best practice is to send out weekly newsletters during the farmers market or peak season (and less frequently during the offseason for markets that are not year-round). Additionally, it is best to keep newsletters short and sweet. Include benefit acceptance, seasonal availability, events, and vendor spotlights. A sign- up sheet should be readily visible at market, and market managers and farmers should encourage shoppers to sign up.

Community Partnerships Launching and maintaining successful benefit programs requires a variety of partners, representing diverse groups from your community that can work to get the word out to potential benefit customers, promote your matching programs, and possibly assist with funding efforts. Farmers markets and direct marketing farmers should partner with a wide range of groups, including agriculture organizations, “buy local” initiatives, food access and poverty focused groups, as well as government and non-governmental civic groups. Most likely, your market is already working with some partners to build community, reach out to a new audience, and create cross-promotions, but you may want to explore new partnerships that will specifically support your work. Think “outside the box” about who might be able to support your efforts. Not all partners need to be associated with agricultural issues or nutrition education to be a good fit. The key to good partnerships is that both partners benefit from the relationship.

Where to look:

City, state, and federal government agencies Local public health department SNAP administrative agency Local transportation department WIC office Senior centers Schools Hospitals, clinics and healthcare agencies Tenant associations Food pantries Anti-hunger and anti-poverty organizations Places of worship Economic development entities Neighboring farmers markets Farmers market associations And many more…

SNAP-Ed Maryland SNAP-Ed is a program within University of Maryland Extension that creates healthier environments and improves the health and wellbeing of families with limited incomes across Maryland. SNAP-Ed programs encourage a nutritious and active lifestyle through increased food access, drinking more water, and promoting physical activity. SNAP-Ed provides comprehensive programs that consist of nutrition education lessons, social marketing programs and policy, system and environmental-level changes at partnering sites. SNAP-Ed connects local farmers and farmers’ markets with Marylanders with limited incomes to increase access to locally grown fruits and vegetables. SNAP- Ed supports farmers with marketing and promotion efforts, encouraging EBT acceptance at markets and farm stands, and helps to foster community connections through market tours and farmer visits to local SNAP-Ed sites. Eat Smart shares healthy recipes and weekly blog posts with nutrition and physical activity ideas to help your family make healthy choices.

While some of your market’s partners will be central to the success of a certain benefit, others may just play a small but useful role, such as helping to purchase new banners for the market that promotes SNAP.

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