In a bid to boost food access, the Viroqua Farmers Market has been doubling the value of federal food assistance for shoppers through the “Double Up Food Bucks” initiative. This program, aimed at recipients of the Supplemental Nutrition Assistance Program (SNAP), allows families to stretch their dollars further at the market.
The initiative, which is part of the broader farm bill being discussed in Congress, has created excitement among the community. “It’s super exciting to see people show up really eager to be a part of that,” shared Elena Bird, a seasoned vegetable farmer and member of the Vernon-Crawford Farmers Union.
Through the program, SNAP recipients can have their spending matched up to $35, effectively doubling their purchasing power. “If somebody came to spend $35 of EBT (electronic benefits transfer), they’re able to spend $70 at the market that week,” Bird explained, noting the increase in repeat visitors.
However, the future of this initiative is uncertain. Recent developments in the federal farm bill have raised concerns among local farmers. With the bill moving out of committee, cuts in SNAP funding from the One Big Beautiful Bill Act of 2025 could impact the community significantly. Democrats have advocated for delaying these cuts, but the current version of the bill maintains them.
Bird expressed concern about the potential effects on the local economy. “I think our local food co-op, other retailers, they’re all going to be affected if we lose access to SNAP even to the same degree that people have had it,” she said.
Approximately 70% of the farm bill’s budget is allocated to nutrition programs, as noted by the U.S. Congressional Budget Office. Since the Double Up initiative began, market attendance has increased by 20%. But with new work requirements under the One Big Beautiful Bill Act, and the possibility of reduced federal support by 2027, the program’s continuity is in jeopardy.
Dollar-for-dollar matching, helping shoppers and farmers
The Viroqua Chamber notes that the Double Up Food Bucks can be used on fresh produce and other eligible items. Bird attributes the positive interaction between local farmers and residents to this program. “Not only does this program help low-income individuals and families afford healthy food options, but it also supports local farmers and businesses,” the Verona Market website states.
Farmers markets across Wisconsin, including the Verona Downtown Farmers Market, have adopted similar initiatives. Nationally, the Fair Food Network runs Double Up Food Bucks in various states, reinforcing the program’s eligibility for SNAP recipients.
Rural folks use SNAP more than others
Rural areas, as highlighted by the Food Research and Action Center, rely heavily on SNAP, with one in seven rural households participating, compared to one in eight in metropolitan areas. In Vernon County, where the population is about 31,000, over 2,500 individuals received FoodShare benefits in August.
“They’re going to have less choice. Our farmers are going to feel that, and our farmers markets will feel that,” Bird stated, emphasizing the potential impact of SNAP changes on local markets and small stores.
Farm Bill has support and complications
While the farm bill extends beyond SNAP to cover various rural industries, its passage has been hindered by partisan gridlock. Rachel Shin of Politico noted competing priorities for the bill, valued at around $140 billion, but expressed optimism for a bipartisan resolution.
Despite these challenges, the American Farm Bureau Federation has commended the Senate Ag Committee’s progress, emphasizing the bill’s importance for future agricultural resilience. Conversely, the United Food and Commercial Workers International Union criticized the bill for neglecting worker safety and rural community support.
