Double Up Food Bucks Iowa Celebrates a Decade of Impact Across the State
The Iowa Healthiest State Initiative is celebrating the 10-year anniversary of Double Up Food Bucks Iowa, marking a decade of improving access to fresh food while strengthening Iowa’s local food economy. The anniversary comes at a time when many Iowa families continue to face higher food costs, making programs that connect nutrition, affordability, and local food systems increasingly important.
Double Up Food Bucks matches SNAP purchases of fruits and vegetables, allowing participants to bring home more healthy food while doubling the impact of every dollar spent. At the same time, those dollars are reinvested directly into Iowa’s local food system—benefiting farmers, retailers, and communities statewide.
Since launching in 2016 at just six farmers markets, Double Up Food Bucks Iowa has grown into a statewide program with 189 participating sites, including grocery stores, farmers markets, CSAs, and co-ops, helping connect Iowans to fresh fruits and vegetables in communities across the state.
Over the past decade, the program has had a significant impact in Iowa:
210,292 families served
Nearly $5.85 million redeemed on fresh fruits and vegetables
Over $11.1 million in total economic impact supporting Iowa farmers and local businesses
“Double Up Food Bucks has grown from a small pilot into a proven, statewide investment in both community health and Iowa’s economy,” said Jami Haberl, Executive Director of the Iowa Healthiest State Initiative. “By making fruits and vegetables more affordable and accessible, we’re not only improving access and supporting the well-being of Iowans, but also investing in Iowa’s farmers and strengthening local economies across the state.”
The program’s growth has been fueled by a combination of strong partnerships, continued innovation, and important milestones.
In 2018, Fareway became a partner and launched in 14 stores.
In 2023, Hy-Vee became a partner and launched in 29 stores.
In 2025, the program launched online registration and replaced paper currency with a reusable card to improve consistency across locations and make participation easier. Since May 2025, more than 5,000 Iowans have enrolled for Double Up Food Bucks online.
In 2026, the Iowa Legislature passed a $1 million appropriation to help Double Up Food Bucks expand to more communities.
As Double Up Food Bucks Iowa enters its second decade, the program remains focused on expanding access to more communities, strengthening local economies, and helping more Iowans bring fresh fruits and vegetables home.
Ten years of the Double Up Food Bucks Iowa program has been made possible by USDA, United Way of Central Iowa, Iowa Department of Agriculture & Land Stewardship, Wellpoint, Bank of America, Iowa Department of Health and Human Services, Alliant Energy, Bankers Trust, Corteva, Farmers Mutual Hail, Fair Food Network, Iowa Total Care, Max and Helen Guernsey Charitable Foundation, the Nelson Foundation, Polk County, UCare, United Healthcare, ITC Midwest, World Food Prize Foundation, Wells Fargo Foundation, and the Black Hawk County Gaming Association.
How Double Up Food Bucks works: When customers spend $15 on fresh fruits and vegetables using SNAP benefits at a participating location, they can earn $15 in Double Up Food Bucks to spend on additional fresh produce. The program matches purchases $1-for-$1, up to $15 per day. SNAP/EBT customers must sign up to participate. To learn more, including participating sites, visit www.DoubleUpIowa.org.
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The Iowa Healthiest State Initiative is a nonpartisan, nonprofit organization driven by the vision that every Iowan has the opportunity to live their healthiest life. By creating awareness and integrating solutions to improve the physical, social, and mental well‑being of Iowans, the organization aims to make this vision a reality. For more information, visit www.iowahealthieststate.com.