The state-funded program launches Sept. 1 and will offer qualifying customers 50% off eligible protein purchases, with discounts of up to $20 per transaction

Damien Willis, Organ Mountain News

LAS CRUCES - Low-income and food-insecure shoppers at the Farmers & Crafts Market of Las Cruces will soon be able to get half off eligible protein purchases through a new state-funded program.

Protein Plus is scheduled to launch Sept. 1 and run through June 30, 2027, Market Manager Karin Bradshaw told Organ Mountain News.

Customers who identify as low income or food insecure will be able to visit the market’s EBT booth, complete a form and receive a serialized loyalty card that can be used with participating vendors.

No proof of income or other documentation will be required.

“Self identification is sufficient,” Bradshaw said. “We do not do any verification nor is any documentation required. Just your word.”

Bradshaw said the market has not yet received the final paperwork, but customers are expected to check a box on the form identifying their eligibility before receiving the card.

How the discount works

Protein Plus will cover 50% of an eligible transaction, with the discount capped at $20 per transaction.

That means a $25 purchase would receive a $12.50 discount. A $40 purchase would receive the maximum $20 discount.

Customers can pay the remaining balance with cash, a card or SNAP tokens.

There is no limit on the number of qualifying transactions a customer may make during a market day, Bradshaw said.

Eligible products are expected to include meat, poultry, fish, eggs and tree nuts.

Vendor participation is voluntary, meaning the discount will only be available from sellers who choose to participate in the program.

Protein Plus will be offered at both the Wednesday and Saturday markets. Wednesday availability will depend on whether a participating vendor is present that day.

State-funded program

Bradshaw first discussed Protein Plus during Monday’s Las Cruces City Council work session while updating councilors on the Farmers & Crafts Market.

Funding for the program comes from the state of New Mexico. The New Mexico Farmers’ Marketing Association will oversee implementation, training, documentation and administration of the program statewide, Bradshaw said.

The Las Cruces market will report program activity to the association.

The Farmers & Crafts Market already accepts SNAP and participates in programs including Double Up Food Bucks, WIC and senior food assistance.

Bradshaw said the market plans to begin promoting Protein Plus once it receives the remaining program materials and implementation details.

Damien Willis is founder and editor of Organ Mountain News. If you have a personal story to share or a lead we should follow up on, reach out at OrganMountainNews@gmail.com or connect with him on X at @damienwillis.