On Monday, July 11, we launched the “Oh SNAP!” (#ohsnapnyc) educational campaign with a live mural painting on one of our Greenmarket, Co. deilvery trucks by artist, Queen Andrea, at the Union Square Greenmarket. The “Oh SNAP!” campaign was designed to draw attention to the fact that GrowNYC’s network of Greenmarket farmers’ markets accepts electronic benefits cards (EBT) and shoppers can use their SNAP benefits at these markets to purchase farm-fresh produce from the region’s mid-sized family farmers.
Greenmarket pioneered the acceptance of EBT cards at farmers markets in 2005 and became the model for farmers’ markets across the country. Every Greenmarket accepts EBT and last year almost $1 million in SNAP benefits were processed. While SNAP sales at Greenmarket are impressive, they represent only a tiny fraction of the $3 billion dollars spent in SNAP benefits in New York City each year. GrowNYC wants all New Yorkers to know they can use their SNAP benefits at their neighborhood farmers market to purchase fresh and healthy local produce to feed their families and the “Oh SNAP!’ campaign will help get the word out in a fun and engaging way. As an added bonus, the NYC Department of Health's Health Bucks are available year-round for the first time giving families shopping with SNAP an extra $2 to spend on fresh fruits and vegetables for every $5 they spend.
The “Oh SNAP!” campaign was conceived pro bono by global marketing firm Edelman, designed by artist Queen Andrea and is based on the colorful and lively street art characteristic of New York City. The campaign engages viewers while promoting a positive message of healthy eating with SNAP benefits. The artwork can be found all over the city: on subways, buses, in local newspapers and on public painted murals by local artists throughout the five boroughs. The campaign was made possible through a grant from the USDA Food & Nutrition Service. Check out more pictures of the live mural painting here.