Rebrand Positions SFC as Texas Food Systems Leader
Our Fresh Look Marks a New Chapter of Statewide Service
At Sustainable Food Center (SFC), we’ve always believed that everyone deserves access to nutritious, affordable food. This belief has guided us for five decades, shaping our efforts to build an equitable food system that supports small-scale farmers and strengthens our communities. As CEO, I’m excited to share that SFC is entering a new chapter. This chapter of expanded service includes a fresh look and an even deeper commitment to serving communities facing food insecurity and small-scale farmers across Texas. Our updated brand and website reflect this expansion, making it easier than ever for Texans to connect with us and support a food-secure future.
Cultivating a Better Food Future
Our recent rebrand is more than a fresh new look – it’s an expression of the strides we’re making to serve Texas in innovative ways. At SFC, we serve two distinct yet interconnected groups: individuals and families facing food insecurity and small-scale Texas producers who are vital to a robust, sustainable food system. A prime example of how we serve both groups is our Double Up Food Bucks Texas (Double Up Texas) program. Double Up Texas increases the purchasing power of SNAP and WIC shoppers by matching benefits to buy more fruits and vegetables. This in turn supports the livelihood of Texas farmers by increasing the demand for local food.
Leading texas food systems
Since its launch at one farmers’ market in 2012, Double Up Texas has expanded to more than 60 locations statewide, reaching grocery stores, farmers’ markets, and farm stands. Recently, we were thrilled to secure $8.7 million from USDA NIFA’s Gus Shumacher Nutrition Incentive Program (GusNIP), which will fuel Double Up Texas’ expansion. Over the next four years, we’ll work with Double Up Texas regional leads to triple the number of participating locations, significantly expanding fresh, nutritious food access for families in rural and urban areas across all 11 regions of Texas.
To make this possible, we need strong community support to meet the required $8.7 million match. This would allow a total of $17.4 million to be invested in local food production and accessibility. We believe wholeheartedly in the future of Double Up Texas as a powerful, market-based solution that nourishes Texan health while supporting the livelihood of small-scale Texas farmers who steward the land. With Double Up Texas’s continued growth, our rebrand and new website bring clarity to our public image, making it easier for more Texans to access resources and engage with us as we advance as a Texas food systems leader.
Reflecting Vibrant and Diverse Texas Communities
As SFC expands across Texas, we’re reaching communities from the Texas Panhandle and to the Rio Grande Valley. To represent this diversity authentically, we collaborated with nonprofit marketing experts at Causality to create a brand that captures the spirit of Texas and the vibrancy of SFC. Our new look draws inspiration from our 2022 farmers’ market box truck, which was a truly community-designed project. With vibrant colors and imagery that we hope reflects the uniqueness of our communities, our rebrand symbolizes SFC’s commitment to meeting Texans where they are and tailoring our support to fit local needs. The new logo, color palette, and website represent who we are today—a Texas food systems leader reaching new communities. Through this rebrand, we aim to inspire connection, trust, and a shared mission for a healthier food system across Texas.
Join Us in Transforming the Food System
As we build a more equitable and resilient food system, we invite you to be a part of our journey. There are many ways to get involved: consider making a tax-deductible donation to help us reach our $8.7 million match for Double Up Texas, sign up as a facilitator for The Happy Kitchen/La Cocina Alegre®, or shop at one of our SFC Farmers’ Markets Downtown or at Sunset Valley. For a full look at our programs and the impact we’re making, visit our newly refreshed website and learn more about what we do at SFC. If you’re in Austin, we’d also love to see you at Farm to Plate, our annual fundraiser, happening May 8, 2025, at LZR (La Zona Rosa). Together, we’re transforming Texas food —one meal, one family, and one farm at a time.
