Double Value Coupon Program (DVCP)
Wholesome Wave’s core Double Value Coupon Program (DVCP) was launched in 2008 at farmers markets in Connecticut, California, and Massachusetts, and has expanded to over 200 markets in 23 states and the District of Columbia in 2011. DVCP represents a new way of conceptualizing solutions to the related problems of food insecurity, prevalence of dietary disease, including obesity, and the economic viability of small and midsize farms.
DVCP increases the value of federal nutrition benefits, including the U.S. Department of Agriculture’s Farmers Market Nutrition Program (FMNP) checks (issued to seniors and participants of the Special Supplemental Nutrition Program for Women, Infants and Children) and the Supplemental Nutrition Assistance Program (SNAP, formerly known as the Food Stamp Program), at participating farm-to-retail venues. Preliminary data from the USDA shows that, as of May 2011, 45.7 million Americans were enrolled in SNAP – an increase of 12.1% from the previous year. In 2009, 56% of SNAP recipients were children under the age of 18 or seniors over the age of 60. 40% of SNAP households received income from a job.
DVCP generates true economic stimulus by keeping federal nutrition benefit funds within local and regional communities. In 2008, a study by Moody’s Economy showed that an increase of SNAP/Food Stamp benefits by $1 creates a “ripple effect” through the economy,” resulting in $1.73 in economic stimulus. In fact, the study showed that “expanding [SNAP is one of] the most effective ways to prime the economy’s pump.”
When shopping at a participating farm-to-retail venue, DVCP customers receive an incentive that matches the amount spent in federal nutrition benefits towards the purchase of locally grown fruits and vegetables. Implementing a DVCP at farm-to-retail venues increases the consumption of healthy produce by participating community members, while increasing the viability of small and midsize farms by creating new revenue streams. In 2010, our national network of farmers markets, farm stands and CSA programs increased farmers’ revenues by about $1 million, of which $600,000 come from federal food benefit redemption and $400,000 from Double Value Coupon incentives.
