The California Nutrition Incentive Program, the GusNIP in California, provides CalFresh, known nationally as the Supplemental Nutrition Assistance Program, shoppers with a dollar-for-dollar match when using their EBT card to purchase California-grown fruits and vegetables at participating farmers markets. The program recently expanded in pilot form to a few grocery stores. A new evaluation report presents detailed findings from interviews conducted by University of California Nutrition Policy Institute researchers with CalFresh shoppers from a sample of farmers' markets and other retail outlets newly implementing CNIP. Researchers explored CalFresh shoppers' experiences using CNIP; CNIP's impact on CalFresh shoppers' food purchasing decisions; and CalFresh shoppers' general feelings about the program. As one participant said, “I would say that this is probably one of the most important things that [policy makers] can do as far as helping to bring access to lower income people to fresh fruits and vegetables.” In summary, CalFresh shoppers across different market types (farmers markets and grocery stores) had positive experiences with CNIP. Participants described the program as helpful, noting that CNIP allowed them to buy more fruits and vegetables, purchase more CA-grown and organic fruits and vegetables and widen their selection of fresh produce. Participants from all market types were supportive of the program continuing and expanding to grocery stores as a means of increasing access to fruits and vegetables for CalFresh participants.