Greenstar Co-op recently launched Double Up Food Bucks, a nationwide initiative that allows shoppers to buy twice as many fruits and vegetables for their money. DUFB, which applies to people receiving SNAP benefits, expands the grocer’s “Fresh, Local Organic Within Everyone’s Reach” discount program. Politicians and food justice activists gathered outside Greenstar’s Cascadilla Street location on July 17 to celebrate DUFBs with live music and drinks.
While caught up in the festivities, Greenstar CEO Jeff Bessemer expressed his excitement to the Ithaca Times.
“It allows so many people to buy great local products because they are just so much more readily available,” Bessemer said.
Bessemer has led FLOWER since taking office two years ago, finding innovative ways to make food more accessible to all members of the Ithaca community. The program extends to SNAP users and clients who receive financial assistance from government or nonprofit organizations.
Speaking about the importance of DUFB, Bessemer spoke about how low-income families struggle to ensure their children’s diets are farm-fresh. Although Ithaca is surrounded by agricultural fields, a gap between family farms and family tables remains – fresh fruits and vegetables are not affordable for many. Greenstar hopes to address this problem with this initiative.
“For people on SNAP, DUFB doubles the amount they can spend on produce at local farms like Stick & Stone, Remembrance Farm and Plowbreak,” Bessemer said. “Those who didn’t have access to these products before can now because their money goes twice as far.”
Josh McGuire of Field & Fork Network was equally excited to roll out DUFB to every Greenstar store in Ithaca. The DUFB director worked tirelessly with Co-op staff to overcome the technical challenges of rolling out this initiative and get the computer systems ready for the rebate service.
“These are the first retail locations in Tompkins County,” McGuire exclaimed before thanking his staff for helping with the change.
Also in attendance was Ithaca Mayor Robert Cantelmo, who has long been involved in Greenstar’s efforts to improve access to healthy food.
“We talk about food affordability as a crisis all the time in Ithaca, whether it’s housing or public transportation,” Cantelmo said. “This is literally a program that will put more food in the bellies of families and young children.”
State Senator Lea Webb (D-NY) also recognized Greenstar’s commitment to affordability by describing the statistical impact of local food insecurity. In April 2024, Webb provided $125,000 in state funds to the Ithaca Farmers Market, which it will use to renovate its parking lot and market space.
“Fourteen percent of the population here in Tompkins County is food insecure. That’s over 14,000 people,” Webb said. “These are real lives in real time that are affected by this issue.”
The numerical reach that DUFB can have at Greenstar sites is a constant theme for these food justice leaders. Last year, FLOWER helped 800 participants save about $200,000 on grocery shopping. This year, savings are expected to grow even further.
Before closing the ceremony, County Representative Anne Koreman spoke about her personal experience with food insecurity. In her 40th year as a member of Greenstar, she appreciates how the co-op’s mission aligns with the Tompkins County Food Systems Plan to prioritize nutrition. She encourages Tompkins residents to check if they are eligible for SNAP benefits and emphasizes the general manager’s belief that DUFB benefits both producers and consumers.
“DUFB allows people to access healthy, nutritious food they wouldn’t otherwise get and enjoy more of what our local farmers have to offer,” he said. “They are feeding their families the best they can while supporting the success of our local farmers. It’s a win-win.”
This article was originally published in The Ithaca Voice.
