Farm Direct Incentives Guide

About Our Team

About Our Team

This website is a project of the Nutrition Incentive Hub‘s Farm Direct Team. The Nutrition Incentive Hub is a coalition of partners, created by the Gus Schumacher Nutrition Incentive Program Training, Technical Assistance, Evaluation, and Information Center (GusNIP NTAE Center), that supports nutrition incentive and produce prescription projects. The GusNIP NTAE Center is led by Gretchen Swanson Center for Nutrition. In partnership with Fair Food Network, they assembled the Nutrition Incentive Hub, a coalition of practitioners, grocery and farmers market experts, researchers, and evaluators from across the country, including the Farmers Market Coalition.

Together, we are dedicated to supporting program applicants and grantees and strengthening and uniting the best thinking in the field to increase access to and affordability of fruits and vegetables and improve health outcomes of participating households. 

Additional Resources:

Nutrition Incentive Hub – Organizations that administer a network of nutrition incentive projects across a broad region or state may benefit from the resources and information on this site which span all nutrition incentive projects, including produce prescription. 

National Grocers Association Foundation’s Technical Assistance Center – This site provides information specific to nutrition incentives at brick and mortar outlets.

For more on incentives, please see our FAQ page.


About the Farm Direct Team

The Farmers Market Coalition, Michigan Farmers Market Association, and Ecology Center serve as Technical Assistance and Innovation partners under the Nutrition Incentive Hub and together form the Hub’s Farm Direct Team. This page includes individual profiles for each Farm Direct Team member along with a brief description of their role in this work.



Name: Rachael Ward (she/her)

Organization: Farmers Market Coalition

Role: Farmers Market Support Project Manager

Location: Eugene, Oregon

Nutrition Incentive Hub focus: Rachael manages the Farm Direct Team’s interaction with the Hub at a high level. She helps to coordinate and collaborate work between FMC, Ecology Center, and Michigan Farmers Market Association and other players in the Nutrition Incentive Hub. Together with the FD team Rachael plans out goals, objectives, and activities for each year of the contract and keeps the team accountable to timelines. She helps to oversee the work of the Resource Libraries Coordinator and Network Coordinator including resource creation and compilation, technical assistance, and webinars.

Contact information: Rachael can be reached at rachael@farmersmarketcoaliton.org


Name: Diana Broadaway (she/her)

Organization: Farmers Market Coalition

Role: Network Coordinator

Location: Austin, Texas

Nutrition Incentive Hub focus: Diana manages the logistical aspects of FMC’s work within the Hub, including facilitating the technical assistance work of the Farm Direct team. This includes both direct technical assistance in coordination with Fair Food Network, as well as the Farm Direct team’s broader holistic TA initiatives. She also coordinates the Farm Direct team’s internal communications, manages community of practice development, handles logistics for webinars and other training activities, and helps coordinate activities with third-party contractors.

Contact information: Diana can be reached at diana@farmersmarketcoalition.org  


Name: Nina Budabin McQuown (they/them)

Organization: Farmers Market Coalition

Role: Resource Libraries Coordinator

Location: Baltimore, Maryland

Nutrition Incentive Hub focus: Nina’s work with the Hub focuses on the toolkits and resources that support farm direct practitioners in their work including resource libraries, resource creation, practitioner papers, and curricula. Contact them if you have an idea for a new resource, or know of an existing resource that should be made available to farm direct operators or farm direct GusNIP grantees.

Contact information: Nina can be reached at nina@farmersmarketcoalition.org


Name: Katie Myhre (she/her)

Role: Technology Research Manager

Organization: Farmers Market Coalition

Location: Minneapolis and Barnum, Minnesota

Nutrition Incentive Hub focus: Katie’s work with the Hub focuses on existing and emerging technologies and how they support or cause challenges for farm direct retail sites, ranging from online SNAP to point of sale technology. She creates resources that support better utilization of technology and conducts research on implementation. Contact her if you’re interested in sharing about the technology you’re utilizing or with questions about other emerging technology resources.

Contact information: Katie can be reached at katie@farmersmarketcoaliton.org


Name: Mykalee McGowan (she/her/they/them)

Organization: Farmers Market Coalition

Role: Communications Associate

Location: Easton, Pennsylvania

Nutrition Incentive Hub focus: Mykalee’s work with the Hub focuses on communication and outreach of events, webinars, and other valuable information. Contact them when you have an event, webinar or other farm direct incentive information to announce.  

Contact information: Mykalee can be reached at mykalee@farmersmarketcoalition.org.



Name: Amanda Shreve (she/her)

Organization: Michigan Farmers Market Association (MIFMA)

Role: Executive Director

Location: East Lansing, Michigan

Nutrition Incentive Hub focus: Based on her 11 year of experience implementing incentive programs in farmers markets, Amanda provides technical assistance through the Hub for grantees implementing both SNAP incentives and Produce Prescription programs in Farm Direct settings. Amanda is also contributing to the creation of a curriculum for grantees implementing SNAP incentives in Farm Direct settings and provides leadership for MIFMA’s involvement in all aspects of the Hub.

Contact information: MIFMA can be reached at foodaccess@mifma.org


Name: Joe Lesausky (he/him)

Organization: MIFMA

Current role: Food Access Director

Location: Lansing, Michigan

Nutrition Incentive Hub focus:  Joe specializes in supporting Farm Direct sites with their challenges related to technology and SNAP processing.  With over 10 years of experience he also helps with a variety of technical assistance questions around program operations, resource review, and problem solving challenges.  Joe is always ready to help listen to challenges and help brainstorm solutions and next steps.

Contact email: MIFMA can be reached at foodaccess@mifma.org


Name: Michelle Gagliardi (she/her)

Organization: Michigan Farmers Market Association

Role: Programs Director

Location: East Lansing, Michigan

Nutrition Incentive Hub focus: Michelle provides technical support primarily to Produce Prescription programs operating in a farm direct setting while also assisting the farm direct team on Nutrition Incentive implementation. With expertise in program design and implementation, working with farm-direct sites, program sustainability and data collection strategies, Michelle contributes to training across programs. On behalf of the Nutrition Incentive Hub Michelle hosts a Produce Prescription Community of Practice open to the public.

Contact email: MIFMA can be reached at foodaccess@mifma.org



Name: Carle Brinkman (she/her)

Organization: Ecology Center

Role: Food & Farming Program Director

Location: Berkeley, California

Carle leads the Ecology Center’s food and farming related programs, education, policy, and coalition building efforts. For five years, Carle managed the Market Match program which is a SNAP incentive program founded in 2009 and now available at around 250 participating locations throughout the State of California. Previously, Carle spent five years with the Pacific Coast Farmers’ Market Association (PCFMA) as a Regional Manager—overseeing sixteen Certified Farmers’ Markets in Alameda and San Joaquin counties.

Nutrition Incentive Hub focus: Carle is available for Technical Assistance and troubleshooting related to incentive programs that are statewide or use a network model (one or a few organizations leading a network of nutrition incentive providers); contracts, MOUs, compliance and accountability tools; and statewide or regional governmental funding opportunities and policy campaigns.

Contact information: Carle can be reached at carle@ecologycenter.org or (510)548-1005.


Name: Rosio Almaguer Andrade (she/her)

Organization: Ecology Center

Role: Food & Farming Program Manager

Location: Berkeley, California

Nutrition Incentive Hub focus: Rosio is available for Technical Assistance and troubleshooting related to incentive programs that are statewide or use a network model (one or a few organizations leading a network of nutrition incentive providers). She is also collaborating on the development of “Food Justice, Equity, Diversity, and Inclusion (JEDI) in Nutrition Incentives” webinar series.

Contact information: Rosio can be reached at rosio@ecologycenter.org or (510)548-2220 ext. 243.


Name: Lucy Boltz

Organization: Ecology Center

Role: Farmers’ Market Access and Equity Program Coordinator

Location: Berkeley, California

Nutrition Incentive Hub focus: Lucy provides technical assistance for farm direct SNAP nutrition incentive programs and practitioners. She also collects data on technological innovations and efficient operational practices among farm direct nutrition incentive program practitioners in California. The Ecology Center manages Market Match which is a SNAP incentive program founded in 2009 and now available at around 250 participating locations throughout the State of California.

Contact information: Lucy can be reached at Lucy@ecologycenter.org


Name: Heidi Kleiner (she/her)

Organization: Ecology Center

Role: Farmers’ Market Access and Equity Program Coordinator

Location: Berkeley, California

Nutrition Incentive Hub focus: Heidi provides technical assistance for farm direct SNAP nutrition incentive programs and practitioners. She is also collaborating on the development of a curriculum for GusNIP grantees. The Ecology Center manages Market Match which is a SNAP incentive program founded in 2009 and now available at around 250 participating locations throughout the State of California.

Contact information: Heidi can be reached at heidi@ecologycenter.org