Filling in the gaps

This spring, the USDA’s Food and Nutrition Service (FNS) made significant changes to foods prescribed to participants in the Special Supplemental Nutrition Program for Women, Infants and Children (WIC). These updates support more fruit and vegetable consumption by increasing the cash value amount provided and the varieties available for purchase. With the boost, the FNS will provide WIC participants with up to four times the amount they would otherwise receive.

WIC food packages are “prescribed foods and beverages specifically designed to supplement the foods and beverages participants already consume and fill in key nutritional gaps to support healthy growth and development,” according to the FNS.

Prior to the final rule, the cash value benefit (CVB) of fruits and vegetables in the WIC program totaled a measly $9 per month for children and $11 a month for pregnant, postpartum and breastfeeding mothers. The newly adjusted monthly CVB for fruits and vegetables jumps to $24 for children, $43 for pregnant and postpartum participants and $47 for those who are breastfeeding.

“For the 6.6 million moms, babies and young children who participate in WIC — and the millions more eligible to participate — these improvements to our food packages have the potential to make positive, life-long impacts on health and well-being,” said FNS Administrator Cindy Long in a released statement.

FMI — The Food Industry Association made recommendations during the comment period in favor of improving the food choices provided to WIC participants.

“We applaud USDA’s commitment to permanently increasing the monthly cash-value voucher/benefit (CVV/B) amounts for fruit and vegetable purchases in the WIC program to reflect 50% of the Dietary Guidelines’ recommended fruit and vegetable intake for mothers and children,” said FMI Chief Public Policy Officer Jennifer Hatcher. “We also appreciate USDA’s approval of new substitution patterns and package size flexibility, which will improve participant access to and utilization of WIC foods. We expect both rule changes will result in measurable benefits for mothers and young children.”

Does any part of your business plan align with these changes and the ability to help WIC participants get access to fresh, healthy produce? Whether the answer is yes, no or maybe, let’s talk about it. I’m anxious to hear what you think.