New initiative helps moms gain access to fresh produce at farmers markets

Breastfeeding mothers, or those who receive benefits from the federal program Women, Infants and Children, better known as WIC, now have a unique, new resource for healthy options.

On Jan. 28, the Crescent City Farmers Market (CCFM) began piloting a program to help mothers gain access to more fruits, vegetables and other fresh local produce.

Through the Crescent City Farmers Market, local mothers can join the Market Mommas Club, where members earn up to $80 a month to spend at the farmers market.

Prior to this program, mothers in Louisiana could not use their WIC Cash Value Voucher in local farmers markets – they were only valid in grocery stores. Katheryn Parker, the executive director of Market Umbrella, applied for a grant allowing these vouchers to be shown in exchange for food. With the backing of the Kellogg Foundation, the proposal came to fruition for mothers in the New Orleans area, this year.

The healthy moms program, as it’s referred to by Market Mommas program manager Victoria Williams, benefits local mothers by removing financial burdens and expanding their access to nutritious food choices.

“We’re able to afford more of the local produce that we enjoy,” said Melissa Taylor, a Jefferson Parish resident who is a member of the Market Momma’s Club, and a mother of four.

To read more about the program, visit The Louisiana Weekly.

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Market Umbrella


Market Umbrella is an independent nonprofit 501(c)(3), based in New Orleans, whose mission is to cultivate the field of public markets for public good. Market Umbrella has operated the Crescent City Farmers Markets (CCFM) since 1995.

Crescent City Farmers Market


The Crescent City Farmers Market operates weekly year-round in four New Orleans neighborhoods. The CCFM hosts nearly 80 local small farmers, fishers and food producers, and more than 100,000 shoppers annually.