Healthy Food Incentive Programs

Along with our partners, LEAP works hard to make sure healthy food is accessible, affordable, and easy to prepare for everyone. Read on to learn about our Healthy Food Incentive Programs:

 In Virginia Fresh Match’s SNAP Double Value, people who participate in SNAP (Supplemental Nutrition Assistance Program, formerly known as food stamps) can DOUBLE their SNAP benefits at LEAP markets! For example, if a person charges $20 to their SNAP or EBT (Electronic Benefit Transfer) card, they get $40 in market tokens.  All SNAP tokens can be spent on any SNAP eligible item at market, while all matching tokens are restricted to fresh fruits and vegetables. Spend $10, get $20. Funding for the SNAP Double Program is provided by Virginia Fresh Match, a recent recipient of a USDA FINI grant.


The Fresh Foods Rx program is a collaboration with Healthy Roanoke Valley to serve patients who are at-risk of health related disease. After weekly classroom education sessions, patients are given a $20 “prescription” by their physician to shop at the LEAP Mobile Market for fresh fruits and vegetables. Funding for Fresh Foods Rx is provided by Carilion Clinic.

As part of the Healthy Start Collaborative, funded by the United Way of the Roanoke Valley, TAP Head Start parents can receive $10 vouchers to buy fresh produce at the West End Farmers Market and the LEAP Mobile Market. Parents and children also receive education about cooking and nutrition through partner organizations including Virginia Cooperative Extension.

Thanks to support from The Foundation for Roanoke Valley, Seniors who live at Melrose Towers can participate in our Senior Incentive Program and receive vouchers to purchase fresh produce from the LEAP Mobile Market.

LEAP’s newest market incentive program is the Medicaid Match. Now all Medicaid members can get double the value on purchases at LEAP Farmers Markets. Thanks to funding from Carilion Clinic, we’ll match up to $30 for purchasing fruits and vegetables spent by Medicaid members. Simply let the market manager know you want to participate in the Medicaid Incentive Program, and we’ll trade your $10 (cash or debit accepted) for $20 in market tokens. Half of those tokens will be good for anything edible at the market, and half will be good for purchasing fresh fruits and vegetables.

Be sure to check out the excellent work done by our Community Partners, who work on education, gardening, cooking demonstrations, and so much more.