Egg Harbor Twp, NJ (June 13, 2025) – The Atlantic County Economic Alliance and Communities Revolutionizing Open Public Spaces (C.R.O.P.S.) celebrated the launch of the New Roots Mobile App and the introduction of Fresh Stop Markets in Atlantic County today. The New Roots app and Fresh Stop Markets aim to enhance food equity by providing farm-fresh produce at sliding-scale prices, empowering communities across New Jersey and spotlighting food justice through community organizing and cutting-edge technology.
The launch of the app is a critical development in the program connecting regional farmers with consumers in Atlantic City. This app creates a marketplace that directly addresses the area’s food desert challenges—ensuring farmers get paid while consumers access affordable, nutritious, and local fresh fruits and vegetables in their community.
“By joining C.R.O.P.S., we are connecting local farmers and families in need to build a stronger, more resilient economy in Atlantic County, ensuring benefits for all,” said Lauren Moore, President of ACEA. “This amazing program is a unique example of deploying technology in economic development to simultaneously support the needs of our community and sustainable agriculture. The ACEA is proud to be part of the solution to Atlantic City’s food desert.”
“This is the fulfillment of our dream to watch C.R.O.P.S. bridge critical gaps in our community,” said Alicia Newcomb, C.R.O.P.S. Executive Director. “This initiative is creating real impact within our community, addressing food insecurity while supporting our local farmers.”
Initially launched in Atlantic County as a pilot in February 2025, the program is based on the successful Fresh Stop Markets model, pioneered by New Roots, Inc. in Louisville, Kentucky, for over 16 years. ACEA and C.R.O.P.S. partnered with New Roots to bring this proven model to New Jersey, making Atlantic City the first place to implement this approach in the state.
Participants offer strong support for the initiative. Gail K. emphasized the importance of eating fresh, clean food and supporting local farmers, while Wendy M. highlighted its broader impact on community well-being. Briana S. noted the program’s economic significance, stating, “I want to support the local economy because we don’t know what the future has in store.”
Farmers and stakeholders convened to discuss the program’s role in addressing food accessibility. Ryan Ploch, a participating farmer, stressed the need for solutions, stating, “Atlantic City is a food desert, and it does not have to be. We are ready to help.”
Chef Ecstasy B. reinforced the program’s health benefits, adding, “Health is wealth, and I’m excited to build our bodies back stronger.”
Farmer Hunter L. from Reed’s Farm shared optimism about the initiative’s long-term impact, saying, “It is frustrating that there aren’t more grocery options, but maybe we’re going to make something even better.”
About the Atlantic County Economic Alliance
The Atlantic County Economic Alliance is a private sector-directed, nonprofit economic development corporation that was established in 2017 for business attraction, retention, and marketing efforts in Atlantic County. The ACEA’s core focus areas are building a robust business retention program, marketing competitive assets to drive industry diversification, relationship building to attract new companies, and creating partnerships to recruit, retain, and promote a qualified workforce. Visit www.aceanj.com or call 609-245-0019 for more information.
About C.R.O.P.S.
Communities Revolutionizing Open Public Spaces (C.R.O.P.S.) is a nonprofit organization dedicated to increasing food accessibility, supporting local agriculture, and fostering sustainable food systems. Through initiatives like the Farm Share Program and community markets, C.R.O.P.S. connects residents with fresh, locally grown produce while empowering farmers and small businesses. Committed to education, economic development, and environmental stewardship, C.R.O.P.S. works to create a healthier, more resilient community. For more information, visit www.cropsnj.org.
About New Roots
New Roots is a nonprofit organization committed to making access to fresh food a basic human right. Through initiatives like Fresh Stop Markets and a mobile app, New Roots ensures ordering and paying for local, farm-fresh food is fair, equitable, and easy. Fresh Stop Markets are pop-up markets at churches, community centers, and businesses in neighborhoods with limited access to fresh food. Families pool funds and SNAP benefits to purchase seasonal produce in bulk from local farmers on a sliding scale, ensuring affordability while minimizing risk for farmers. Visit https://newroots.org/fresh-stop-markets/ for more information.
Sustainable Shopping – Briana S. and Wendy M. carry their reusable bags filled with fresh produce from the CROPS Farm Share, supporting local farmers and sustainable food practices.
Selecting the Best – Gail K. and Soph M. carefully choose from an assortment of fresh, locally grown produce available at the CROPS Farm Share distribution.
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