When a sudden loss of federal funding threatened a program helping local families afford fresh food, United Way of Greater Cincinnati stepped in to keep it operating.
The challenge extended beyond grocery budgets. Without Produce Perks, families could lose purchasing power, farmers could lose customers and local markets could lose valuable economic activity.
Produce Perks stretches SNAP benefits at participating farmers’ markets, matching every dollar spent with another dollar for eligible fruits and vegetables, up to $25 per visit. In 2025, the program generated $3.6 million in economic activity in participating communities, according to Produce Perks Midwest.
“With our economy, prices are going up, and so sometimes the fresh fruits and veggies I can’t afford in my budget,” said Johanna Portillo, a shopper at Northside Farmers Market. “To be able not to worry about that and just make a rounded, healthy meal for my family is just amazing. It’s a blessing.”
Earlier this year, Produce Perks Midwest learned that changes in federal funding priorities would eliminate a previously awarded grant supporting the program. The loss forced the organization to pause Produce Perks in some parts of Ohio, putting Greater Cincinnati next in line.
“When I heard Produce Perks might have to pause, my first thought was about the families who count on it to make their grocery dollars go further,” said Moira Weir, president and CEO of United Way of Greater Cincinnati. “This is a program that’s working and meeting real needs in our community. Stepping in to help sustain it while they work toward a longer-term solution was a smart investment — and exactly the way United Way shows up when our community needs us.”
Produce Perks Midwest said funding from partners like United Way helped sustain SNAP matching in several regions of Ohio while strengthening other programs.
There’s growing demand at Northside Farmers Market. According to Manager Megan Hague, losing Produce Perks would have affected both shoppers and the local growers who depend on those sales.
“It’s getting free, healthy, nourishing food in the hands of people who really need it the most,” Megan said. “And at the same time, that is helping our local farmers have a livelihood.”
“We want to invest in programs that can help lead to long-term solutions,” said Weir. “Access to healthy food is so important. It can mean fewer doctor visits, children better equipped to learn at school, and our region benefits as a result.”
