When many rural Florida families walk into their closest local store they often expect meager options for fresh produce—if they can afford it at all. For these families, fresh fruits and vegetables often feel out of reach. Feeding Florida’s Fresh Access Bucks (FAB) program is changing that reality. By making fresh fruits and vegetables affordable and accessible, FAB is doing more than providing food—it’s investing in people, farmers, and local economies across the state.

Floridians in rural counties often face limited grocery options and smaller selections, often leading to higher prices. And the need to travel long distances —often requiring a car due to inadequate public transportation —makes it difficult for families to access nutritious food. These affordability gaps contribute to higher rates of food insecurity, leaving many families without consistent access to healthy meals.

This is why FAB’s expansion into rural grocery chains like Hitchcock’s Markets is critical. At retail outlets, FAB makes fresh produce, edible plants, and seeds more affordable with produce incentives, while also working closely with grocers to enhance the availability of Florida-grown options in communities where access has historically been limited.

At all 10 Hitchcock’s stores, the FAB model is simple: 

Customers shop for SNAP-eligible items, and receive a dollar-for-dollar match, up to $20 in Fresh Access Bucks (FAB), when SNAP is spent. Customers can spend FAB on fresh fruits and vegetables right away or on their next shopping trip.

This structure empowers families on tight budgets to double their purchasing power, dramatically increasing the amount of fresh produce they can take home.

The initial investment of $473,600 reached ten pilot stores across Alachua, Martin, Pinellas, Hamilton, Putnam, Clay, Gilchrist, and Levy counties. But the return on that investment far exceeded the dollar amount—transforming into over $15.2 million in total economic and social impact.

In just the first eight months of FAB at Hitchcock’s, the program:

  • Created over $8.7 million in local food economic impact
  • Aided in the purchase of 1.1 million meals
  • Supported $1.5 million in Florida Farmer Revenue while purchasing from 73 Florida farmers
  • Provided the purchasing power for over 155,000 servings of fresh fruits and vegetables

Hitchcock’s store manager in East Palatka shared, “One customer said she was no longer packing sweet snacks in her child’s school lunch. Another customer said they used this opportunity to try some fruit and vegetables that they would not otherwise have ever tried.”

These stories reflect the program’s ripple effects, shaping healthier habits and encouraging families to explore fresh, local food.

The success of FAB depends on Florida’s farming community. During the initial eight-month pilot, more than $1.5 million in farmer revenue was generated through the program. On average 49% of the produce purchased by participating Hitchcock’s stores was from Florida growers.

By creating stronger, more reliable markets, FAB ensures farmers can thrive while connecting their harvest directly to Florida families. This model uplifts more than a few individuals, but entire communities—helping farmers share the bounty of the state with places and people that have not historically had access to it.

Beyond the numbers, FAB has a tangible impact on health and well-being. The program enabled more than 1.1 million healthy meals to flow into participating communities, helping families stretch their budgets further.

Produce incentive programs like FAB are proven to improve diets, reduce healthcare costs, and foster stronger communities. By investing in food access, the program simultaneously addresses public health and economic resilience.

The success of FAB at Hitchcock’s highlights what’s possible when local farmers, grocery stores, and families are backed by smart investment. Picture a Florida where every rural community has reliable access to fresh produce, where farmers can thrive, and where small-town grocery stores continue to serve as vital hubs.

Inspired by these outcomes, Feeding Florida seeks to expand the impact of Fresh Access Bucks by aligning with funding partners and community stakeholders. Together, agencies, organizations, and businesses can scale this model, making lasting changes across the state.

Investing in produce incentives means investing in Florida’s future.