MADISON, Wis. -

The MadMarket Double Dollars program kicked off Sunday at the Northside Farmers Market, according to a release.

The Double Dollars program is a farmers market incentive program for SNAP/FoodShare Wisconsin participants that offers a dollar-for-dollar match for money spent at participating markets, officials said.

In the program’s second year participating markets are the Northside Farmers Market, the Eastside Farmers Market at Wil-Mar Center and the new Brittingham Farmers Market at Brittingham Park, according to the release. The program will run through October and SNAP participants are eligible to obtain up to $25 in matching dollars at each market.

“Access to farmers markets, especially access to fresh, healthy and affordable food, should not be a luxury only enjoyed by those of means,” Madison Mayor Paul Soglin said in the release. “Thank you to our supporters of this true public/private partnership and we look forward to continued growth of the program.”

The four original supporters of the program, UW Health, Meriter, Dean/St. Mary’s and Group Health Cooperative, comprise a collaborative group called Healthy Dane, which is focused on reversing some of the troubling health indicators in Madison and Dane County.

“Our continued support of the MadMarket Double Dollars program is but one example of how we work through our collaborative group known as Healthy Dane,” said Tobi Cawthra, community relations manager for Meriter/UnityPoint. “We are appreciative of the additional program supporters and hope to see expanded programming in the future.”

Last year the program helped over 500 individuals with over $18,000 in SNAP and Double Dollars spent over 12 weeks. Soglin said he expects the program will grow in reach this year.