Project Grant 20237041541072

**AWARDS ISSUED PRIOR TO JANUARY 20, 2025, WERE FUNDED UNDER PREVIOUS ADMINISTRATIONS AND MAY NOT REFLECT THE PRIORITIES AND POLICIES OF THE CURRENT ADMINISTRATION.** THE EXPERIMENTAL STATION SEEKS TO INCREASE THE AFFORDABILITY OF LOCALLY GROWN FRUITS AND VEGETABLES FOR SNAP (ILLINOIS 'LINK') CLIENTS, BY PROVIDING INCENTIVES FOR SNAP SHOPPERS AT THE POINT OF PURCHASE. LINK UP ILLINOIS, A PROGRAM OF EXPERIMENTAL STATION ESTABLISHED IN 2011, AIMS TO ENSURE THAT ALL ILLINOISANS HAVE AFFORDABLE ACCESS TO FRESH FRUITS AND VEGETABLES, BY PROVIDING FUNDING, TRAINING AND TECHNICAL ASSISTANCE TO MARKETS AND OTHER ILLINOIS VENUES TO IMPLEMENT 'LINK MATCH' INCENTIVE PROGRAMS. IN 2022 ALONE, THE LINK UP ILLINOIS NETWORK INCLUDED 118 FARMERS MARKETS, BRICK-AND-MORTAR GROCERS, AND OTHER DIRECT-TO-CONSUMER SITES STATEWIDE AND ENABLED THOUSANDS OF SNAP SHOPPERS TO PURCHASE OVER $1M OF FRESH AND LOCALLY GROWN FRUITS AND VEGETABLES WITH LINK MATCH INCENTIVES. IN 2024 AND 2025, LINK UP ILLINOIS WILL EXPAND LINK MATCH TO AS MANY AS 145 SITES ACROSS THE STATE. TO DO SO, LINK UP ILLINOIS WILL PARTNER WITH TWO REGIONAL AND AT LEAST 6 SMALL TO MID-SIZE COMMUNITY GROCERS, LINKING SNAP CLIENTS YEAR-ROUND WITH AFFORDABLE FRESH FRUITS AND VEGETABLES, AND ENABLING TESTING OF NEW INCENTIVE TECHNOLOGIES. IN ADDITION TO SUPPORTING CURRENT LINK MATCH PARTNERS, TO DEEPEN ITS REACH IN RURAL AREAS OF THE STATE, LINK UP ILLINOIS WILL SUPPORT FOUR REGIONAL LINK UP HUBS TO PROVIDE EBT AND LINK MATCH ASSISTANCE TO 25 LOW-CAPACITY MARKETS IN THEIR REGIONS. IN PARTNERSHIP WITH CBS BROADCASTING, LINK UP ILLINOIS WILL ALSO UNDERTAKE A ROBUST, TARGETED STATEWIDE TELEVISION AND STREAMING ADVERTISING CAMPAIGN. AS A RESULT, MORE ILLINOIS' SNAP CLIENTS WILL INCREASE THEIR CONSUMPTION OF FRESH FRUITS AND VEGETABLES, LEADING TO HEALTH BENEFITS, WHILE REGIONAL FARMERS WILL SEE INCREASED ECONOMIC BENEFIT.