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.”
