Farmers’ Market L.I.F.E.

Farmers Market L.I.F.E.

Market Match

If you are looking for the CalFresh Farmers’ Market tour page, please click here.

Farmers’ Market L.I.F.E. (Local Incentive for Food and Economy) is a Market Match program available in Sonoma and Marin counties that makes locally grown, fresh food more affordable to CalFresh (food stamp) customers. The program matches customers’ Calfresh benefits spent at participating markets (EBT), dollar-for-dollar, up to a $10 or $20 maximum, depending on the market. For each $1 that the USDA awarded, we secured $1 in funds or in-kind contributions.Thus, we truly could not do this work without the on-going contributions of local businesses, agencies, and contributors! A full list of participating markets is below and we will seek more market partners as funding allows.

ACE logo

Petaluma Bounty Hi-Res Logo 2013

Healdsburg FM logo 2




How can our community help?

  • Spread the word about Farmers’ Market L.I.F.E. to your community and service providers. CalFresh users need to know about this new initiative!

  • Make a tax-deductible donation via Paypal or send a check  with FM LIFE in the memo line to: Petaluma Bounty, 1500 Petaluma Blvd. South A, Petaluma, CA 94952.

  • Attend a fundraising event (check our blog for the latest fun-draisers!).

  • Leverage your contribution during our next grant application process. Your committed contribution will allow us to solicit a dollar for dollar match from USDA.

Schedule and location of Farmers’ Markets offering Farmers’ Market L.I.F.E.

Tuesday Novato 4-8 May to September
Tuesday Petaluma East Side 10-1:30 Year Round
Wednesday Fairfax Bolinas Park 4-8 May to September
Wednesday Petaluma Wednesday Night 4:30-8 June to August
Wednesday Santa Rosa Wednesday Night 5-8:30 May to August
Wednesday & Saturday Healdsburg 4-7


June to October

May to November

Wednesday & Saturday Santa Rosa Original Certified Farmers’ Market 8:30-1 Year Round
Wednesday & Saturday Santa Rosa Veterans Hall 9-1


Year Round
Thursday Cotati 4:30-7:30 June to August
Friday Rohnert Park 5-8 June to August
Saturday Petaluma Walnut Park 2-5:30 May to November
Sunday Kenwood 10-2 June to September
Sunday Sebastopol 10-1:30 Year Round
Sunday The Springs 4-7 July to September

The market names are hyperlinked to their website. Click on the names to find out more information including the address. Click here for a flyer in Spanish and English.

Please note that other farmers’ markets in Sonoma County provide incentives for CalFresh users. Contact them directly to find out what and when their incentives are available.

Another useful site run by Berkeley Ecology Center is


Farmers’ Markets have offered incentives for CalFresh users for several years, yet the problem was that incentive initiatives started and stopped as markets received intermittent and small awards of funding. In the fall of 2012, Petaluma Health Care District partnered with the Petaluma East Side Farmers’ Market to provide a $10 match incentive for CalFresh users. In early 2013, Petaluma Farmers’ Market Managers met with Program Director, Suzi Grady to brainstorm collaborative opportunities for funding a shared incentive program in Southern Sonoma County. Our goal in working together was to stabilize funding sources and expand the offering to multiple markets in our community.

In August 2014, Farmers’ Market L.I.F.E. started as pilot with initial funding from Sonoma County Health Dept. and Human Services Dept. Petaluma Bounty partnered with Petaluma Eastside and Westside Farmers’ Markets, along with Foodies Project, Petaluma Healthcare District, Kaiser Permanente and other funders to provide up to $10 incentives for CalFresh users at all Petaluma Farmers’ Markets.

In fall of 2014, Petaluma Bounty reached out to all certified farmers’ markets of Sonoma County to participate in a federal grant application under the state-wide Market Match Consortium, coordinated by the Berkeley Ecology Center. Not all markets were ready, interested or had the capacity to collaboratively submit an application in late November of 2014.

In 2015, Petaluma Bounty launched the collaboration as part of the statewide California Market Match Consortium led by the Berkeley Ecology Center. Other supporters include Kaiser Permanente, St. Joseph HealthPetaluma Healthcare District, Slow Food Russian River, Sunrise Rotary Club Santa Rosa, and other donors that prefer to remain anonymous. We were able to expand this initiative to the markets below because Petaluma Bounty was part of a statewide award from the USDA FINI grant awarded to the Ecology Center for $3.7million.

Outreach Initiatives

CalFresh Farmers’ Market Tours

National Farmers’ Market Week

CalFresh Awareness Month

Program goals into the future

This initiative improves access to locally grown produce at farmers’ markets by providing an incentive to CalFresh users. It increases CalFresh users’ purchasing power, the economic viability of local farms, and keeps money in our local economy.

Indicators for impact include EBT Sales, change in number of CalFresh customers, new CalFresh customers, farmer interviews, number and type of outreach efforts, number and type of food education events held and educational materials distributed through market.

The FINI grant funding was awarded to Farmers’ Market L.I.F.E. through the California Market Match Consortium through the end of 2016. Through the fall of 2016, we will work on submitting a new proposal to the USDA and hope to include more farmers’ markets from Sonoma County. If you run a market and would like to participate in Farmers’ Market L.I.F.E., please contact us!

Contact us

If you have questions, ideas for raising funds, or want to learn more, please email Suzi.