Adding Produce to WIC

The produce industry heard some positive news in the last month: the government has announced proposed changes to the Special Supplemental Nutrition Program for Women, Infants and Children (WIC). These changes include fresh fruits and vegetables, as well as whole grains.

WIC provides pregnant, breastfeeding and postpartum women and their infants and children to age 5 with nutritious foods. According to the program, about 8 million women receive the benefits of WIC each month. In 2005 alone, federal costs for the program were $3.6 billion.

This boost would not only encourage more people to eat fresh produce, but it will encourage those who maybe wouldn’t have in the past – these are new consumers. These are consumers who might not be able to afford the fruits and vegetables necessary to lead a healthy life. And it encourages young children to eat fruits and vegetables – consumers who start on healthy paths early in life are more likely to stick to them in the future.

With the government’s embrace, this proposal could mean an increase in produce sales – and fresh-cut is sure to benefit. As everyone knows, mothers with young children are the ones who are most in need of quick, convenient and healthful foods.

This is great news for the produce industry – a thought echoed by all of the major produce organizations.

“The USDA’s announcement is welcome news to mothers and their children who should not be deprived access to nutritious meals, including fresh fruits and vegetables in their daily diet,” said Tom Stenzel, president and CEO of United Fresh Fruit and Vegetable Association. “We have been working for this landmark achievement for many years and we are hopeful that the rule will be expedited after the 90-day public comment period so that everyone, regardless of income, can benefit from better nutrition.”

According to the Produce Marketing Association, an independent study of the WIC Program by the Institute of Medicine (IOM) mentioned the lack of fresh produce as an issue. The institute recommended offering produce valued at $10 a month for women and $8 a month for eligible children. USDA’s proposal reduced that amount to $8 a month for women and $6 a month for children. USDA currently is seeking comments on the proposed changes to the program.

In order to ensure the success and passage of this proposal – to benefit the produce industry and the millions of women and children on this program – it is important that the produce industry step up and be counted. Make your opinions heard. A public comment period will be open until Nov. 6.

For more information on how to submit comments, e-mail [email protected]. Make sure you include “Docket ID Number 0584-AD77, WIC Food Packages Rule” in the subject line. For more information on the proposed changes, visit www.fns.usda.gov/wic/WhatsNew.htm.



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