NGO Funding Request

The recipient entity's full legal name:

The recipient entity's physical address:
           200 Broadway, Suite 107
New Orleans, LA 70118

The recipient entity's mailing address (if different):
           200 Broadway, Suite 107
New Orleans, LA 70118

Type of Entity (for instance, a nonprofit corporation):  Non-Profit Corporation

If the entity is a corporation, list the names of the incorporators:
          non-profit 501C3, managed by board of directors.
Officers: Elisa Munoz-Miller, Board President; Avery Brewton, Board Vice PResident; Amy Corcoran, Board Treasurer; Eleni Sallinger, Board Secretary

The last four digits of the entity's taxpayer ID number:  7706

What is the dollar amount of the request?  $1,000,000

What type of request is this?  General Appropriation

Is this entity in good standing with the Secretary of State?  Yes

Provide the name of each member of the recipient entity's governing board and officers:
           Cordelia Heaney, Executive Director (staff), 8328 Willow St., New Orleans LA 70118

Elisa Munoz-Miller, Board Chair, 10031 Shades Road SE, Huntsville, AL 35803
Avery Corenswet, Vice President, 225 Walnut St., New Orleans LA 70118
Amy Corcoran, 1333 Soldiers St., New Orleans LA 70122
Eleni Sallinger, Board Secretary, 618 2nd St., New Orleans LA 70130
David Waller, 1706 Joseph St., New Orleans LA 70115
Ashley Weber, 543 Atlantic Ave., New Orleans LA
Jacob Young, 1357 Constance Street, New Orleans LA 70130
David Baker, 5617 Pauline Drive, New Orleans LA 70126
Sharon Courtney, 1025 Bordeaux Street, New Orleans LA 70115
Albert "Rusty" Gaude, 1728 General Taylor St. New Orleans LA 70115
Esteban Gershanik, 300 Lake Marina Drive, #13D, New Orleans LA 70124
Caroline Gray, 2755 Saint Ann Street, New Orleans LA 70119
Sara Lewis, 1122 Toledano, New Orleans LA 70115
Lindsey Navarro, 4334 Earhart Blvd Ste 700, New Orleans LA 70125
Khai Nguyen, 534 S. Cortez St., New Orleans LA 70119

Provide a summary of the project or program:
           Market Umbrella is requesting funding from the state of Louisiana to support the Greaux the Good Program, a new statewide market match program that expands community access to fresh, local food and supports Louisiana farmers, ranchers, fishers, and food vendors. This program significantly expands existing regional market match programs and provides technical assistance to launch new programs to make market match available state-wide at participating direct-to-consumer food purveyors (such as farmers, farmers markets, farm stands, and CSA boxes). Low-income shoppers using SNAP and FMNP benefits at participating farmers markets and other food purveyors in Louisiana receive direct incentives to purchase additional fresh, local food. Thanks to recent state support, Market Umbrella established this new statewide program in 2022; funds pay for direct incentives to Louisiana low-income families to purchase food at farmers markets etc., and support technical assistance, outreach, marketing, and administrative support for participating farmers markets and other direct-to-consumer food purveyors. A statewide Market Advisory Council gives feedback on implementation and assists with outreach and technical assistance. Greaux the Good helps increase the amount of dollars spent on Louisiana agricultural products, and ensures that more federal dollars go to support local producers. In addition, increasing the purchasing power of low-income shoppers to purchase fresh, healthy fruits and vegetables can improve health outcomes and help decrease common health issues like obesity, diabetes and heart disease. The Greaux the Good Program increases the economic success of Louisiana small businesses, and expands the long-term health implications to include sustaining local and regional food systems, which are known to be integral aspects of healthy food environments and essential for ensuring food security during crises.

What is the budget relative to the project for which funding is requested?:
          Salaries. . . . . . . . . . . . . $175,000
          Professional Services. . . $150,000
          Contracts . . . . . . . . . . . $565,000
          Acquisitions . . . . . . . . . $0
          Major Repairs . . . . . . . $0
          Operating Services. . . . $110,000
          Other Charges. . . . . . . $0

Does your organization have any outstanding audit issues or findings?  No

If 'Yes' is your organization working with the appropriate governmental agencies to resolve those issues or findings?

What is the entity's public purpose, sought to be achieved through the use of state monies?
          A non-profit established in 1995, Market Umbrella’s mission is to cultivate the power of farmers markets to drive economic and community health in the region. As Market Umbrella’s flagship initiative, the Crescent City Farmers Market operates markets throughout Orleans Parish and is an essential purveyor of fresh, local produce and value added products for local and regional families and a major economic support system for farmers across the region. Market Umbrella ensures access to healthy food for communities and direct sales for vendors. We also provide a variety of nutrition education and food access programming for shoppers. Market Umbrella pioneered SNAP acceptance at farmers markets in the South and has implemented a unique token economy so that customers not only could use SNAP at the farmer’s market, but
would have those dollars matched to increase access to fresh produce. Support for the Greaux the Good Program will enable Market Umbrella to build on the work done to establish a state-wide market match program started in 2022, and to continue to grow the number of food purveyors participating around the state. Market Umbrella provides technical assistance to participating organizations on topics including how to process SNAP payments, how to offer SNAP education programming, how to market the program in their community, how to start new markets and more.

What are the goals and objectives for achieving such purpose?
          The main goals of the Greaux the Good Program are to strengthen Louisiana agriculture and food production, increase access to fresh local food for low-income Louisianans, improve citizens’ health outcomes, and increase the resilience of our local and regional food systems. This program has the ability to help address major issues in our state. Average poverty rates in the US are currently 10.5% while Louisiana comes in at almost double that at 19%. Accompanying high poverty rates are poor health indicators, including diet-related ones. Louisiana ranked worst in the nation in overall health in United Health Foundation’s 2018 rankings. Louisiana is home to about 27,386 farmers, with about 2,075 of them producing fruits and vegetables as of 2017. At the same time, nationally about 56% of farms are operating at a loss; in Louisiana that number is 63% and in Mississippi that number is 58%. A dollar spent at a Farmers Market has about twice the local economic impact of a dollar spent in a traditional grocery store. Through the objectives of incentivising local food consumption and expanding support for Louisiana farmers markets and food businesses by offering market match state-wide, Greaux the Good helps increase the use of federal benefits at local food purveyors, incentivises shoppers to purchase more fresh foods, and supports small businesses and farmers markets throughout Louisiana.

What is the proposed length of time estimated by the entity to accomplish the purpose?

If any elected or appointed state official or an immediate family member of such an official is an officer, director, trustee, or employee of the recipient entity who receives compensation or holds any ownership interest therein:
     (a) If an elected or appointed state official, the name and address of the official and the office held by such person:
     (b) If an immediate family member of an elected or appointed state official, the name and address of such person; the name, address, and office of the official to whom the person is related; and the nature of the relationship:

     (c) The percentage of the official's or immediate family member's ownership interest in the recipient entity, if any:

     (d) The position, if any, held by the official or immediate family member in the recipient entity:

If the recipient entity has a contract with any elected or appointed state official or an immediate family member of such an official or with the state or any political subdivision of the state:
(a) If the contract is with an elected or appointed state official, provide the name and address of the official and the office held by such person: 

(b) If the contract is with an immediate family member of an elected or appointed state official:
          Provide the name and address of such person:

          Provide the name, address, and office of the official to whom the person is related:

          What is the nature of the relationship? 

(c) If the contract is with the state or a political subdivision of the state, provide the name and address of the state entity or political subdivision of the state:
                 Market Umbrella has a SNAP Education contract with Louisiana Department of Children and Family Services, 627
N 4th St, Baton Rouge, LA 70802

(d) The nature of the contract, including a description of the goods or services provided or to be provided pursuant to the contract:
               Market Umbrella's specialized SNAP Education initiative, "Market Match: It's a SNAP!" is designed to connect SNAP shoppers with farmers markets and other retail outlets where they can purchase fresh fruits and vegetables, with an emphasis on local and seasonal foods. In addition, this contracted work focuses on supporting the expansion of food access resources at farmers markets and direct-to-consumer food purveyors in Louisiana.

Intervention 1: Market Match: It’s a SNAP!
Conduct community outreach to build awareness of farmers markets and increase awareness of the food assistance programs available, including the expansion of Market Umbrella’s Market Match.
Provide education and awareness to help shoppers effectively use food budgets at farmers markets through tours, tips, and support to increase customer confidence and comfort; understand the seasonality of Louisiana’s best, fresh produce; and build the skills needed to empower Market Match participants to prepare healthy food.
Create interactive resources and nutrition education for shoppers, including tastings and cooking demonstrations, and connect shoppers to other education and community resources like Tulane University’s Goldring Center for Culinary Medicine’s Market Match cooking classes.
Develop media and materials designed to raise awareness about SNAP match available at farmers markets throughout the state, with a focus on reaching communities with diverse demographic backgrounds as outlined in Market Umbrella’s new strategic plan and Diversity, Access, Equity and Inclusion organizational goals.
Coordinate with Market Umbrella partners to incorporate physical activity at/near farmer’s markets such as New Orleans Recreation Department Commission, the Friends of Lafitte Greenway, and New Orleans City Park.
Actively collaborate with and connect DCFS to MU’s Market Momma’s Club program participants and partners. Building on the success of Market Match, MU developed the Market Mommas Club in 2015. Market Mommas Club is a breastfeeding incentive program for mothers and mothers-to-be who are currently enrolled in or eligible for Medicaid and/or WIC. Moms are partnered with a breastfeeding support group through partners New Orleans Breastfeeding Center and the Nola Baby Cafe and then receive $60 per month for up to six months to be used at any Crescent City Farmers Market location. Market Umbrella also provides participant meet-ups and other activities that include SNAP Ed content.

Intervention 2: Expansion of Food Access Resources at Farmers Markets in Louisiana
Share best practices in customer outreach and incentive programming with farmer’s market managers across the state working to increase market participation by SNAP customers.
Identify market SNAP education needs and DCFS opportunities with farmers markets around the state that participate in the new Greaux the Good statewide SNAP match program.
Create outreach and marketing materials for markets participating in Greaux the Good across the state to use to raise awareness about shopper SNAP match options in different communities.
Actively collaborate with and connect DCFS to the following entities and initiatives:
New Orleans Food Policy Advisory Committee¿ (Market Umbrella is a founding member) to address community needs involving food security, production, and access.
The Greaux the Good Statewide Advisory Committee of select farmers markets representing different communities from throughout Louisiana. This new committee, which is building on the existing statewide market managers meeting group that was established during the onset of the COVID-19 pandemic, advises Market Umbrella and support other participating markets with technical assistance and marketing support.

Contact Information
name:  Cordelia Heaney 
                                       address:  8328 Willow St., New Orleans LA 70118
                                       phone:  504-861-4485
                                       relationship to entity:  Executive Director of Market Umbrella