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California radio ad blitz swells the food stamp rolls

January 22, 2013 |  8:00 am

Zucchini and squash blossoms  at the Santa Monica farmers market. A California radio ad blitz is being credited with swelling the rolls of the Calfresh food stamps program.The radio commercials are hard to miss, a boy and his father making dinner and talking about the benefits of Calfresh, the state-administered food stamps program.

While state budget problems have forced cutbacks in many social programs, state officials have actually launched a radio advertising blitz to get more people to sign up with Calfresh, because the program is federally funded.

The state spent $832,000 last year on advertising the program on radio in hopes of increasing the number of people signed up.

The commercials are credited with helping the state add 289,000 to the rolls of those getting food stamps.

The money was "well spent," according to Michael Weston, a deputy director for the California Department of Social Services.


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-- Patrick McGreevy in Sacramento

Photo: Zucchini and squash blossoms  at the Santa Monica farmers market. Credit: David Karp