Feel Good Friday: Double Bucks at the Viroqua Farmers Market
Yahoo News
Last updated: August 31, 2026
The Viroqua Farmers Market offers a wide variety of produce, from peppers to zucchini. A key initiative at the market is the "Double Up Bucks" program, which aims to increase access to healthy food. This program was co-founded by Melissa Mahon Stein in October.
- The Double Up Bucks program is designed to make fresh fruits and vegetables more affordable for shoppers. It incentivizes the purchase of healthy produce by effectively doubling the value of food assistance benefits when used at the market. This allows participants to buy more nutritious food for the same amount of money.
- The program operates by providing matching funds or vouchers that are equivalent to the amount spent on eligible produce items. For example, if a shopper uses a certain amount of their food assistance benefits to purchase fruits and vegetables, they receive an equal amount in bonus bucks to spend on more produce.
- This initiative not only benefits consumers by improving their access to healthy diets but also supports local farmers by increasing sales of their products. The Viroqua Farmers Market serves as a central hub for this program, connecting community members with fresh, locally grown food.
- The program's success is measured by its ability to increase the quantity and variety of fruits and vegetables purchased by participants. It plays a role in promoting healthier eating habits within the community.
