NEW MARKET, VA (Rocktown Now) — Jon Henry General Store has announced an expanded focus within the Virginia Fresh Match Program, a statewide initiative that doubles the value of SNAP/EBT benefits for eligible purchases.

While the program is widely recognized for helping families afford fresh fruits and vegetables, the store is drawing attention to another benefit that is often overlooked: a 50% discount on food-producing plants and seeds.

Through the program, SNAP/EBT customers can purchase items used to grow their own food at half the retail cost. Eligible products at the store include potted tomato plants, cucumber starts, seed potatoes, onion starts and vegetable seed packets.

“We believe the most sustainable way to increase food access is to help our neighbors grow their own,” said Jon Henry, owner of the store. “By applying the Virginia Fresh Match discount to starts and seeds, we’re helping families turn a few dollars of SNAP benefits into a season’s worth of fresh harvest.”

Customers can receive the discount by selecting qualifying produce or food-producing plants, informing the cashier they will pay with a SNAP/EBT or SUN Bucks card, and completing their purchase at checkout.

Store officials said the initiative not only helps stretch grocery budgets, but also supports long-term food independence in the community.

According to program data, Virginia Fresh Match locations across the commonwealth generated more than $2.2 million in SNAP and matching sales in 2025, benefiting more than 1,100 Virginia farmers and thousands of families statewide.