Fresh Approach's VeggieRx Program



VeggieRx is a behavior change program for low-income individuals, youth and families who are experiencing diet-related health conditions. The program provides nutrition education, cooking demonstrations, and access to healthy foods through a series of eight classes over 16 weeks, where participants engage in discussions and hands-on activities about food, nutrition, and cooking. Classes are free of charge, and are held in health clinics, schools, and community centers throughout the Bay Area. Qualifying participants receive “prescription” vouchers for fresh fruits and vegetables at local farmers’ markets, giving a unique no-cost opportunity to learn to shop for and prepare more fresh produce. 

Partner Organizations

Various healthcare providers, community organizations, schools and farmers markets

Target Population

Families with children who have a BMI above the 85th percentile for their age in six Bay Area counties: Alameda, Contra Costa, San Mateo, San Francisco, Santa Clara and Solano

Care Team




Results/ Studies

In 2018:

  • 430 participants received fruit & vegetable vouchers
  • $38,996 in fruit & vegetable vouchers was spent at local farmers' markets
  • 90% of participants eat more produce after completing the VeggieRx program

2012, 2013 & 2016 Impacts

2015 Impacts

2016 Impacts


Private foundations (including family, healthcare, and community foundations); healthcare districts, hospitals & clinics; federal, state & local government agencies and programs; corporations; restaurants; non-profits; independent businesses; educational institutions; families, individuals & farmers


Program website

Healthy Food Playbook: Fruit & Vegetable Incentives Programs