NYC's 'Get the Good Stuff' SNAP produce match is adding up to 12 supermarkets. Here's how the pink card works

New Yorkers who pay for groceries with SNAP can stretch their benefits further on fruits and vegetables at a growing list of city supermarkets. The city is expanding Get the Good Stuff, a produce-match program run by the NYC Health Department, to up to 12 more grocery stores, Mayor Zohran Mamdani announced Nov. 5.

How it works

• The match: for every dollar you spend with SNAP/EBT on eligible fruits, vegetables and beans, you get a matching dollar, up to $10 a day, to use on your next purchase of those same foods, according to the Health Department. NBC New York put the monthly cap at $300.
• The pink card: the matching dollars go on a Get the Good Stuff pink card that is scanned at the register before you pay. To sign up, ask at a participating store's customer service desk or tell a cashier.
• What counts: fresh fruits, vegetables and herbs; frozen, canned and jarred fruits, vegetables, beans and lentils without added sugar, salt or fat; and dried beans, lentils, fruits and vegetables without additives.

Where to use it now

The Health Department lists 21 participating supermarkets, and says stores join or rejoin on a rolling basis:

• Bronx: Food Fair Fresh Market, 2467 Jerome Ave.; Food Universe, 675 Morris Ave.; Super Fresh Supermarket, 459 E. 149th St.; Fine Fare Supermarket, 3550 White Plains Road; Shop Fair, 228 Brook Ave.; Food Universe Marketplace, 3470 Third Ave.; Ideal Food Basket, 1136 Ogden Ave.; Key Food, 656 Castle Hill Ave.; Key Food Supermarket, 2044 Boston Road; Cherry Valley Marketplace, 2852 Webster Ave.
• Brooklyn: 3 Guys From Brooklyn, 6502 Fort Hamilton Pkwy.; Pure Farmers Market, 1242 Liberty Ave.; Sea Town Fish and Meat Market, 328 Linden St.; Green Corner Fish and Farmers Market, 801 Flushing Ave.
• Manhattan: Shop Fair, 3871 Broadway; Shop Fair, 1331 St. Nicholas Ave.; Super Gigante Foods, 3815 Ninth Ave.; Bravo Supermarket, 1588 Madison Ave.
• Queens: Fine Fare Supermarket, 89-45 163rd St., Jamaica; Sea Town Fish and Farmers Market, 39-24 104th St., Corona; Shop Fair, 245 Beach 20th St., Far Rockaway.

The city's NYC Health Map also shows participating stores and farmers markets.

The expansion

The Health Department, working with the Fund for Public Health NYC, is taking applications from local grocers through Nov. 20. Adding 12 stores would grow the network by up to 57%, the mayor's office said. The city says the program has supported $8.9 million in eligible purchases since 2019.

Funding comes from $3.1 million a year in baseline money in the fiscal 2027 city budget plus a $5.7 million federal Gus Schumacher Nutrition Incentive Program grant. Health Commissioner Dr. Alister Martin told NBC New York the program is one of several the city uses to address food insecurity.

How it differs from Health Bucks

Get the Good Stuff works at grocery stores. Health Bucks, the city's other SNAP match, gives $2 in produce vouchers for every $2 spent at farmers markets and farm stands. Its daily cap is rising from $10 to $14 in 2027. The city's announcement also pointed to a municipal grocery store program, with La Marqueta in East Harlem named as the first site.