SALEM — The organizers of the Salem Farmers' Market are thrilled with the large crowds that turn out every Thursday in Derby Square. A volunteer with a clicker has counted average turnouts of 2,500 and crowds as large as 3,000.
But they want more — and, specifically, they want low-income shoppers who think they can't afford fresh produce from local farms.
In its second year, the Salem Farmers' Market has implemented the Supplemental Nutritional Assistance Program (SNAP), a new name for the state's food stamp program. Participants using state-issued cards can purchase the fresh-picked vegetables and fruits at huge savings, a state official said.
Today, state commissioners from the Department of Agricultural Resources and the Department of Transitional Assistance are coming to the farmers' market to recognize the city for its initiative and to celebrate Farmers' Market Week. Earlier, the state awarded Salem a $2,500 grant to help run a program that comes with costs — the purchase of electronic card-swipers and card transaction fees.
"Over time, the program will cost the market, but it's something we feel really committed to, and we want to make our market more accessible to people," said Jennifer Bell, the Main Streets manager who oversees the program.
Bell has learned, however, that there are challenges to getting the word out about SNAP. Heading into its 10th week, the market has had only about 50 SNAP transactions out of the thousands of sales that have taken place.
Privacy laws prevent the market from directly contacting low-income residents who use the cards at grocery stores and may not be aware that they can also use them at the weekly farmers' market. Last weekend, volunteers working with the Salem Farmers' Market posted signs around the city in English and Spanish. Bell said they are looking for other ways to publicize the new program.
Bell has been pushing SNAP because she knows there are an estimated 8,000 people who use the program in Salem. She also is aware of the high percentage of children in the public schools who get free or reduced-price lunches.
Bell also insists it's a myth that everything at a farmers' market is more expensive than the supermarket.
"Some of our produce that use organic practices might be a little more expensive than some stores," she said, "but a lot of things we sell at the market are at least comparable and, in some cases, less expensive. It really depends on what you're buying."
Where the prices are a little higher, it's worth it, Bell said. The produce is grown at local farms, she said, tastes fresher and is often of higher nutritional value.
There is a table at the market where participants in the SNAP program can get tokens with a swipe of their card. Any unused tokens can be returned and the dollar amount will be put back on the user's card.
SALEM FARMERS' MARKET
When: Thursdays, 3 to 7 p.m., through Oct. 21
Where: Derby Square on Front Street
Special events today
3:30 p.m., cooking demonstration by Tony Bettencourt, chef at Sixty2 on Wharf in Salem
4 p.m., guest appearance by Jenny Johnson, co-host of "TV Diner"
Music by cellist Simon Linn-Gerstein.
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