Megan Marshall, director of programs and strategic impact at Project Rose, presented to the Waynesboro City Council on the significance of the Waynesboro Farmers Market in fostering food access and stimulating downtown economic activity. During her briefing, she highlighted the market’s impressive growth since Project Rose assumed management in 2015, following a USDA Community Food Projects grant. “Annual sales have grown more than 950%,” Marshall stated, noting that the market has positively impacted over 200 small farms and food businesses. Additionally, Project Rose has secured more than $250,000 in extra grant funding for investments in Constitution Park.
Marshall outlined the market’s role in addressing food insecurity, mentioning that it operates five food assistance programs and maintains Supplemental Nutrition Assistance Program (SNAP) certification, along with a Virginia Fresh Match program that doubles benefits for fresh produce. This initiative aims to bolster the purchasing power of low-income residents, contributing significantly to community health and vitality.
The council learned that the market draws an average of 600 customers each Saturday, with approximately 10% of sales being made via SNAP benefits. Marshall emphasized that the market supports over 3,200 Waynesboro residents reliant on SNAP, although she acknowledged that this figure is based on previous assessments and may not accurately reflect recent cuts. She characterized the market as a “triple win” for public health, economic development, and community engagement.
During the discussion, council members inquired about the validity of the SNAP data. Marshall confirmed that the number is from a prior year and does not include current fiscal-year cuts. She further elaborated on the market’s economic impact, stating that around 76% of shoppers “always or sometimes” visit other downtown businesses while at the market. This activity could lead to an estimated $175,000 in additional economic activity for nearby businesses throughout the market season.
Looking ahead, Project Rose has submitted a community service agency funding request to the council. Marshall urged council members to “keep an eye out” for the application, emphasizing the importance of their support to sustain food-access programming in the community. As the Waynesboro Farmers Market continues to grow in size and impact, the collaboration between local organizations and government entities could play a crucial role in enhancing food security and economic vitality in the region.
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