New Specialty Crop Act Authorizes $75 Million Annually to Boost Domestic Fruit and Veggie Sales

If you’ve ever wondered why it feels like the grocery store is pushing foreign-grown produce when there are farms struggling locally, this new legislation aims to shift that balance. The Specialty Crop Domestic Market Promotion and Development Program Act of 2025 is setting up a dedicated federal grant program designed to market and promote U.S.-grown specialty crops—think fruits, vegetables, tree nuts, and nursery crops—right here at home.

The Farmers’ Marketing Budget

Starting in Fiscal Year 2026, this program authorizes $75 million annually to fund marketing campaigns that encourage Americans to buy more domestically produced specialty crops. The money won't go directly to individual farmers, but to “eligible organizations” like agricultural trade groups, cooperatives, and state agencies. These groups will apply for grants to fund advertising and other “demand-oriented, generic domestic promotion activities,” essentially creating campaigns to make you reach for the American-grown apple or broccoli.

The Catch: Skin in the Game

This isn't just a handout. Any organization seeking grant money must submit a detailed marketing plan that lays out their goals and how they will spend the funds. Crucially, they must also provide non-Federal matching funds equal to at least 25% of the grant amount. This means if a trade group gets $1 million from the federal government, they have to put up at least $250,000 themselves (or through in-kind support, like staff time or existing resources). This ensures that the federal money supplements existing efforts rather than replacing them.

Who Gets to Play and Who Sits Out

The bill is clear about who can and cannot benefit from this money, and this is where the policy gets specific. The grants are aimed at organizations that promote the sale of U.S.-grown products. Critically, the law prohibits grant funds from being used to provide direct assistance to large, for-profit corporations (those not considered a small business concern). It also bans using the money to promote foreign-produced products. This provision is a clear signal that the program is intended to benefit smaller domestic growers and the organizations that represent them, keeping the big corporate players focused on their own marketing budgets.

Accountability and the Fine Print

To keep things on track, the USDA Secretary is required to conduct an annual review of any multiyear grants to ensure the organizations are sticking to their marketing plan and meeting goals. If an organization isn't performing—or if they're not contributing their required matching resources—the grant can be terminated. Furthermore, the bill mandates monitoring and potential independent audits to track expenditures and evaluate the effectiveness of the marketing plans. This level of oversight suggests the program is designed to be results-driven, focusing on measurable market expansion.

The Discretionary Details

While the program setup is straightforward, there are a couple of points where the Secretary of Agriculture has significant discretion. First, the Secretary gets to decide the exact level of matching funds required, as long as it’s at least 25%. Second, the definition of an “eligible organization” is slightly open-ended, allowing the Secretary to approve private organizations if they determine the group would “significantly contribute” to increased domestic purchases. This means the effectiveness of the program could hinge on how the USDA defines "significant contribution" and how it uses its discretionary power to award funds.