GREENFIELD — As the month of May comes to a close, Just Roots is making its final push to reach its $45,000 fundraising goal for the month.
The campaign, known as the Spring Appeal, aims to bridge the gap between what those who participate in the summer 2026 community-supported agriculture (CSA) program are able to pay, and “what it costs to grow fresh, local food using sustainable methods and paying employees a living wage,” according to a statement from Just Roots.
The Spring Appeal has crossed the halfway mark, raising more than $23,000 as of May 23.
“We are so lucky to have such incredible support from both the individuals that know and love Just Roots, and local businesses,” said Meryl LaTronica, co-executive director of Just Roots. “We’ve had a really amazing turnout — businesses have given and they’ve been incredible.”
The Spring Appeal started off strong, with a $5,000 matching donation from Greenfield Cooperative Bank. Since then, other businesses and organizations have contributed, too, like Baystate Health, which donated $4,000.
The signature event of the Spring Appeal, LaTronica said, is the seedling sale, which was held on May 16. More than 700 people went to Just Roots’ community farm on Glenbrook Drive, where they met with 15 vendors selling seedlings, herbs, and native and medicinal plants. While it takes place in the middle of the month, the event serves as the catalyst for the fundraising season.
The Spring Appeal has been the major fundraiser for Just Roots for a while, and it used to be a collaborative campaign with farms across the Pioneer Valley and western Massachusetts called Valley Grows.
“That helped us at the time, when we were a lot smaller, collaboratively fundraise with other food and farm-based organizations,” LaTronica said. “That sort of got [the Spring Appeal] going, this sort of, ‘Oh, let’s try to do this big welcome to the farm season,’ and it’s really become one of our two signature giving events of the year.”
More people than ever will be participating in the CSA this summer, as Just Roots is expanding from selling 400 shares to 500 at its property. In addition, for the first time, the organization is offering free delivery to anywhere in Franklin County. Previously, Just Roots only offered free delivery in Greenfield.
With its CSA program, Just Roots offers a sliding scale of payment options to help those who are eligible to receive Supplemental Nutrition Assistance Program (SNAP) and Healthy Incentives Program (HIP) benefits. LaTronica said that this year alone, Just Roots has seen a 20% increase in the use of these programs.
“Offering SNAP and HIP-eligible shares has always been a part of our CSA model, so even when we first started, I think we had 35 shares our first year and I think 13 of them were available to folks who wanted to pay with SNAP, so we’ve been doing that a really long time,” LaTronica said. “It’s a core part of our programming. One of the reasons we thrive is that we have a really wide sliding scale, so people can really choose where they’re at, and they can meet us, and we can meet them where they’re able.”
With 48% of Franklin County households having faced food insecurity in 2025, according to an April report published by The Greater Boston Food Bank and Mass General Brigham, LaTronica said there are a variety of ways the community can help combat the problem.
“We’re doing everything we can to stay stable, stay productive and show up for our community who is in big need right now,” LaTronica said. “I would encourage people to support Just Roots, or support your local food pantry, or really see how they can get involved and support each other right now, because I think people are really struggling.”
The Spring Appeal runs through May 31. To donate, visit justroots.org/donate.
