Tops Markets LLC, in collaboration with the Field & Fork Network, is making significant strides in addressing food insecurity among Supplemental Nutrition Assistance Program (SNAP) recipients in upstate New York. The recent expansion of the Double Up Food Bucks NY (DUFB) program enhances affordability for fresh and frozen produce. Under this initiative, for every dollar spent on eligible produce, up to $5 per day, customers receive an equal match, greatly increasing their purchasing power.

The program is now available at three new Tops locations in Rochester: 285 Upper Falls Boulevard, 450 West Avenue, and 999 East Ridge Road, building on its successful launch in Buffalo earlier this year. The redemption rate of 25% far exceeds typical rates for similar initiatives, showcasing the community’s response to improved access to nutritious foods.

SNAP recipients can simply use their Electronic Benefits Transfer (EBT) cards to earn dollar-for-dollar matches, with no complex registration required. This ease of use is vital in encouraging participation, as larger grocery chains like Tops Markets, the largest in the initiative, aim to remove barriers to healthy eating.

Furthermore, the inclusion of frozen produce in this pilot phase not only caters to diverse dietary needs but also supports local farmers, with $2.6 million having gone directly to their sales due to the program. The vision is clear: enhancing food access while promoting a healthier lifestyle for individuals and families in need.

Rochester’s Mayor Malik D. Evans aptly phrases this mission, stating, “It’s just common sense.” A healthier community is built on accessible, nutritious options, paving the way for extended initiatives that can transform local food economies. With this commitment, Tops Markets sets a precedent for grocery retailers across the nation and demonstrates the powerful impact of community-driven programs.