NYC SNAP Produce Match: Get the Good Stuff Expands to 12 More Stores

What changed in New York on November 5?

The Mayor’s Office said the NYC Health Department and the Fund for Public Health in New York City will recruit up to 12 more supermarkets for the Get the Good Stuff program. That would be an increase of about 57% from the 21 stores participating at the time of the announcement. The funding announcement does not say all 12 stores have already joined, nor does it identify a firm date when the new locations will start giving credits.

The city also described a November 20 deadline for grocery businesses to apply to join. That deadline is for retailers; it does not mean SNAP shoppers must apply for their pink card by November 20. Shoppers can use the current participating-store list and ask staff whether enrollment and matching purchases are available at that location today.

The expansion reflects a policy announcement, not a change to the total amount of a household’s regular SNAP issuance. The matching reward is limited to eligible food at participating supermarkets.

How the $10-per-day SNAP produce match works

Get the Good Stuff is a dollar-for-dollar incentive: when an enrolled shopper pays for qualifying produce using SNAP/EBT at a participating supermarket, the program adds an equal amount of credit, capped at $10 per day, to the shopper’s separate pink card. The card can then be scanned for a later purchase of eligible produce.

For example, spending $6 of SNAP benefits on qualifying produce can generate $6 in matching credit; spending $15 can generate no more than $10 of matching credit for the day. These are illustrations of the published rule, not a promise that any particular checkout will qualify. The actual item eligibility and card processing are determined by the participating store’s system.

The program does not turn $10 in SNAP into $20 in cash, and the reward is not a general discount on meat, snacks, household products or other nonqualifying purchases. In particular, the earned credit is meant for a future purchase of eligible foods, not automatically deducted from the qualifying transaction that earned it.

What foods qualify for matching credit?

NYC Health lists fresh fruits, vegetables and herbs, as well as frozen, canned, jarred and dried produce and beans when products meet the program’s ingredient rules. The key restriction on many packaged items is that they must not contain added sugar, salt or fat.

Eligible examples can include fresh apples and broccoli, plain frozen vegetables, dried lentils and beans, or qualifying canned produce without added ingredients. A prepared meal containing vegetables is not automatically an eligible produce purchase. Canned goods with added salt, or fruit packed with added sugar, should be checked against the official label rules instead of being assumed to qualify.

This is different from all foods that SNAP itself allows a household to buy. An item may be paid for with SNAP and still not earn a Get the Good Stuff match.

• Fresh fruits, vegetables and herbs
• Frozen fruits, vegetables and beans without added sugar, salt or fat
• Canned or jarred fruits, vegetables, beans and lentils without added sugar, salt or fat
• Dried fruits, vegetables, beans and lentils without added sugar, salt or fat

How to sign up for the pink card at a supermarket

NYC Health instructs SNAP recipients to visit a participating store’s customer service desk or tell a cashier that they want to sign up for a Get the Good Stuff pink card. The reward card is separate from the shopper’s EBT card. The pink card tracks the earned produce credit and is scanned at checkout before payment.

Ask the store to explain which items on the receipt qualified, where the new reward balance appears, and how to use it on the next shopping trip. If you have a question about your eligibility or the card balance, ask customer service or contact the NYC Health Department through the program page.

Do not pay an unfamiliar third-party service to “activate” the offer. Enrollment instructions should come directly from the supermarket or the official NYC Health page.

• Check that your supermarket is on the current NYC Health participation list.
• Ask at customer service or the checkout counter to enroll in Get the Good Stuff.
• Use SNAP/EBT for eligible produce at the participating store.
• Have the pink card scanned at checkout; check the earned reward.
• Use available credit on a later purchase of eligible foods under the store’s rules.

Where can you use Get the Good Stuff in NYC?

The NYC Health Department’s current list includes supermarkets in the Bronx, Brooklyn, Manhattan and Queens. The November 5 Mayor’s Office release states 21 stores were participating and that additional stores are still being recruited. The official list and the NYC Health Map are more reliable than a static article for confirming whether a particular checkout accepts the program.

Examples on the city’s published list include Food Fair Fresh Market at 2467 Jerome Avenue in the Bronx; 3 Guys From Brooklyn at 6502 Fort Hamilton Parkway in Brooklyn; Shop Fair at 3871 Broadway in Manhattan; and Fine Fare Supermarket at 8945 163rd Street in Jamaica, Queens. These are examples of listed stores, not a promise that their program hours, card supplies or locations have not changed.

For the complete current list, open NYC Health’s Get the Good Stuff page. For a map-based search, use the official NYC Health Map linked there. If your nearest store is not shown, ask the store whether it has joined before taking a special trip.

Get the Good Stuff versus Health Bucks: two different offers

Get the Good Stuff is a supermarket-based matching reward for qualifying produce and beans bought with SNAP; its published earning limit is $10 per day. Health Bucks is a separate incentive generally associated with NYC farmers markets and farm stands, using produce coupons rather than the supermarket pink-card workflow.

In the same November 5 news release, the city said it had announced an increase in the Health Bucks daily cap from $10 to $14. That should not be confused with a $14 Get the Good Stuff supermarket limit: the supermarket program remains $10 per day in the November 5 announcement. Check the Health Bucks program’s current rules before assuming the announced change is already active at a particular market.

The locations, participating vendors and redemption methods differ. A grocery store displaying a SNAP sign is not necessarily a Get the Good Stuff retailer, just as an ordinary farmers market is not necessarily a place to use a supermarket pink card.

Can I use the new 12 stores right away?

Not necessarily. The city announced a planned expansion of up to 12 participating supermarkets, while grocery business applications remain open until November 20. The announcement did not provide a final set of additional store addresses or individual start dates. Treat the 21-store count as the baseline at the time of the announcement, not proof that 33 stores are operating as of November 6.

The safest action is to check the city’s maintained list or NYC Health Map. When a retailer is newly listed, call or visit the store to confirm it can issue and accept the pink card before counting on the program for that day’s budget.

What if I receive SNAP but my neighborhood has no listed store?

Use the official NYC Health Map to find the nearest participating supermarket and look up Health Bucks farmers-market options separately. A map search may help identify a participating location in a neighboring borough, but factor transit cost, store hours and the qualifying products you actually need into the decision.

The Get the Good Stuff reward is an additional produce incentive; it does not replace SNAP enrollment, regular benefit renewals or emergency food assistance. For benefits questions and case notices, use NYC’s ACCESS HRA or other official benefits channels. For an urgent food need, consult official pantry and community assistance listings instead of waiting for a supermarket expansion.

What grocery stores need to know about the November 20 deadline

NYC Health and the Fund for Public Health in New York City are accepting retailer applications for the program expansion through November 20, 2026. Interested neighborhood supermarkets should read the city-linked program solicitation and confirm all requirements, rather than assuming that merely accepting EBT qualifies their store for Get the Good Stuff.

This business application deadline is separate from the shopper enrollment instructions. The city did not announce a November 20 cutoff for SNAP recipients to earn grocery matches at existing participating stores.

Quick checklist before your next grocery trip

• Confirm your SNAP/EBT benefits and select a supermarket listed on NYC Health’s official page.
• Ask whether that location currently enrolls and processes Get the Good Stuff pink cards.
• Choose eligible produce and check ingredient labels on frozen, jarred, canned or dried items.
• Pay for qualifying items with SNAP/EBT and verify any matching credit on the pink card.
• Do not expect more than $10 in matching credit to be earned per day.
• Use your reward balance only on eligible purchases, and ask about any location-specific processing questions.
• Recheck the city’s map for newly participating stores; no official 12-store rollout date was published with the announcement.