The Foundation for Fresh Produce has partnered with the WICShopper App to create a dedicated Fruit & Veggie Hub
The Foundation for Fresh Produce has announced a partnership with software developer JPMA that will make its Have A Plant campaign the premier produce partner for a new ’Fruit & Veggie Hub’ within the WICShopper App, the nation’s leading WIC (women, infants and children) shopping app.
Through the partnership, more than 1.3mn WIC families across 35 state agencies will have access to the new Fruit & Veggie Hub via the WICShopper App.
The Foundation, which is the philanthropic partner of The International Fresh Produce Association (IFPA), will integrate science-based fruit and vegetable resources into digital tools that reach WIC families when they plan, shop, prep, and eat.
In turn, this will support access, boost appeal, and help women, infants and children maximise their cash value benefit (CVB) for fruits and vegetables.
The app is used approximately 6.8mn times per month among WIC shoppers.
“Children’s early food experiences shape preferences and habits that last a lifetime,” said Lauren Scott, president of The Foundation for Fresh Produce.
“By meeting families where they are, we can help make fruits and vegetables easier to choose, easier to use, and more appealing for children and caregivers alike.”
More than a decade ago, the produce industry and its partners worked with policymakers to create WIC’s dedicated fruit and vegetable benefit.
That investment continues to show results today, the Foundation noted, with fruits and vegetables reported among the most highly redeemed items in the WIC food package once children transition from formula or breastmilk.
“Today’s announcement represents a perfect example of public-private partnership,” added Mollie Van Lieu, vice-president of nutrition and health at the IFPA.
“Programmes like WIC work best when strong, evidence-based policy is paired with practical support that helps families put more fruits and vegetables on the table.
”The produce community has long supported efforts to strengthen fruit and vegetable consumption through WIC, and initiatives like this help carry that commitment forward in ways that make a real difference for families,” she outlined.
It was pointed out that today, nearly half of all babies born in the US participate in WIC.
Millions of low income pregnant, post-partum mothers and pre-school children have access to nutrition consistent with the Dietary Guidelines for Americans.
The WIC CVB has expanded access to fruits and vegetables, but many families and WIC agencies report needing more resources to address barriers to consumption.
The partnership looks to address that challenge by pairing access with education – helping caregivers feel confident in selecting, preparing, and serving fruits and vegetables that their children will enjoy.
To further the reach, the Foundation said it will actively engage with WIC leaders and maternal and child health professionals, including attending and promoting resources at the National WIC Association Annual Education and Training Conference in May.
”This partnership underscores the produce industry’s commitment to improving the nation’s nutrition and collaborating with public health partners to make fruits and vegetables more desirable, accessible, and easy to use in everyday family meals,” the Foundation added.
