President of the Generalitat, Ximo Puig, announced the launch of a new program aimed at helping low-income families cope with rising living costs. The initiative, focused on direct shopping assistance, seeks to ease household budgets strained by increasing prices for everyday essentials. The Consell hopes to reach as many as half a million beneficiaries.
Under the program, a prepaid card with a balance of 90 euros will be available to families with annual income below 21,000 euros, as described by Puig. The money on the card can be used at any grocery retailer within the Valencian Community, including supermarkets, hypermarkets, and smaller specialized shops. Businesses must participate voluntarily to remain in the program.
When and how to request help with the shopping card
The aid is expected to be offered starting April 18 through a specially created network. A straightforward form, as established by the Ministry of Finance, will authorize the transactions. Beneficiaries will only need to provide personal information and a declaration about income level and intended use of the funds. The Valencia Tax Office will verify eligibility.
Plans include provisions for users who have difficulty with digital access or who lack internet, allowing consumer associations or non-governmental organizations to submit requests on behalf of families.
Once approved, recipients will collect the prepaid card from distribution points that will be set up across the community, with the aim of making it widely accessible. The program is coordinated by the department responsible for Arcady Spain. Beneficiaries will have four months to use the funds.
Balance can be used only for purchases at food retailers. The system will not perform item-by-item checks; for instance, a shopper who buys food at the market and also uses pharmacy items can pay with the card for those purchases.
The initial announcement states that the aid will run from April 18 to July 15 and is expected to benefit about 500,000 people who are autonomous workers or dependents.
Compliant with the Minimum Vital Income
Puig framed the shopping card as part of a broader set of measures adopted by the Generalitat since the start of the Ukraine conflict to alleviate its economic impact. The package includes a 10% discount on all consell fees, free transportation passes, reduced ticket costs for under-30s and other users, and support for companies and self-employed workers. The total budget for the initiative is 48.4 million euros.
Consell and supermarkets discuss how to implement the social bonus to ease shopping costs
The president emphasized that the measure is targeted rather than universal, focusing on the most vulnerable households hit by rising food prices. February figures showed a year-over-year increase in Alicante, underscoring the need for additional support. The new bonus will align with existing social programs such as the Minimum Vital Income and regional participation schemes, plus an additional 200 euros in aid from the central government.
Puig highlighted an agreement with major employers in the retail sector, along with small business associations, to ensure broad participation. Initially, there was talk that companies would fund portions of the bonus, but the eventual plan involves contributions from retail chains and independent shops in the form of coupons and food donations directed to NGOs and other non-profit organizations serving families in need.
CEV president Salvador Navarro noted that the approach complies with the law and does not distort competition, while stressing the willingness of business leaders to cooperate with the Generalitat. “We recognize that some citizens need help. That is why we are seeking a practical way to support households while maintaining fair market conditions,” Navarro said at the program’s launch event. He also acknowledged that business capacity is not limitless and that rising costs continue to pressure margins across the industry.