CalFresh Now Accepted at Denio’s

CalFresh Now Accepted at Denio’s

Denio’s has become the largest Sacramento-area Farmers Market to participate in the federally-funded food assistance program for low-income families.

California is further expanding its CalFresh Program for food assistance by including Denio’s, Northern California’s largest open air market. The CalFresh Program, formerly known as Food Stamps and federally known as the Supplemental Nutrition Assistance Program (SNAP), helps to improve the health and well-being of qualified households and individuals by providing them a means to meet their nutritional needs.
The CalFresh Program provides eligible recipients with assistance through the convenient use of a debit card.

The state-issued debit cards will now be accepted to purchase items at Denio’s expansive produce market, which includes over 130 spaces in the produce area operated by over 70 vendors selling a wide array of affordable fruits and vegetables as well as other food and plant products eligible under the CalFresh program. On a seasonal basis the numbers of vendors or farmers are even higher bringing their unique products to the market.

Denio’s has developed a token, exclusive to their market that will be provided to customers for use with this program. Customers will bring their CalFresh debit card to Denio’s token office located in the produce area. The card will be swiped for the customers requested dollar amount and once approved the customers will receive the dollar value in tokens to be spent just like cash with the participating vendors for eligible food items. There is no “fee” to use the food debit card at Denio’s.

Established in 1947, Denio’s has historically supported the community of California growers at its extensive open air market where an abundant selection of farm fresh fruit and vegetables can be purchased “ready to eat.” Many of Denio’s growers pick their produce that morning, and sell it that very day in Roseville.

“I appreciate Denio’s persistence in wanting to have the CalFresh Program available to its customers,” said Edie Jessup, a program specialist with the Central California Regional Health and Human Services. “Many cultural groups enjoy purchasing at open air markets like Denio’s where they can connect with neighbors and community. The program has had tremendous success at farmers markets throughout California’s central valley.”

Denio’s, which is located at 1551 Vineyard Road in Roseville, is among a select few farmers’ markets in the Sacramento region to become an authorized food assistance retailer. The number of farmers’ markets licensed to utilize this program is increasing nationwide, allowing low income families the opportunity to purchase fresh, nutritious local fruits and vegetables.

“Our customers have always been important to us. This program allows us to offer our customers the best possible quality and variety of fresh, nutritious produce and other food products by using tokens to shop nearly every produce vendor in our market,” said Ken Denio, owner of Denio’s Farmers Market & Swap Meet.

“And because Denio’s has always been known for its great pricing our customers have the opportunity to really stretch their buying power, which is so important in today’s economy,” added Denio. “Equally important is the stimulus this program provides small businesses whether they are farmers, suppliers, producers, nurserymen or manufacturers.”

With assistance from the State, Denio’s has conducted intensive training with its farmers and market vendors to insure the success of the program and to continue the best possible customer service.

Denio’s is open every Saturday and Sunday from 7 a.m. to 5 p.m., rain or shine. The Friday outdoor market is also open from 10 a.m. to 3 p.m.

Denio’s encourages other farmers or market vendors to join the operation. For more information about this program email Denio’s at or visit or call (916) 782-2704.