Florida’s Fresh Access Bucks program provides incentives to Supplemental Nutrition Assistance Program beneficiaries to redeem fresh, locally grown fruits and vegetables at select farmers markets. Policy-makers and practitioners designed the program to improve access to fresh fruits and vegetables for limited-resource families while stimulating the local economy by supporting purchases from local farmers. While evidence suggests that related incentive programs improve access to nutritious food, there is currently little research regarding farmers market managers’ perspectives and experiences regarding program adoption and use, despite the critical role played by managers in administering the program. Using data collected from phone interviews with market managers, this article explores the barriers managers face in engaging with limited-resource consumers at their markets through the Fresh Access Bucks program. Additionally, we explored managers’ perceptions of their ability to administer and market the program effectively through strategic interventions.