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We are improving the shopping experience, whether in-store, online, or at a farmers’ market. As the retail market innovates, we want WIC families to be able to shop simply and conveniently. FNS is supporting WIC State agencies as they modernize the shopping experience, both in store and online. See below for more information about these grants.



Key Activities
Expanding Online Shopping

Giving WIC families the ability to shop for food online not only makes participating in WIC easier, but also advances nutrition security by ensuring that WIC participants have equitable access to nutrition foods. FNS funded a cooperative agreement with the Gretchen Swanson Center for Nutrition to develop and test WIC online shopping projects. In turn, Gretchen Swanson awarded sub-grants to support eight WIC state agencies working toward online shopping. Best practices and lessons learned from these sub-grant projects will be documented in the Gretchen Swanson-developed Blueprint for WIC Online Shopping Projects in a future update.

Visit the Gretchen Swanson Online Ordering Grant website for more information.

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Expanding Access to Farmers’ Markets

The WIC Farmers’ Market Nutrition Program e-solutions grant is expanding opportunities for WIC benefits transactions for fresh, local fruits and vegetables at farmers’ markets. More farmers markets are moving to convenient transactions. Moving toward mobile pay at farmers markets is important so WIC families can keep using benefits to purchase fresh and locally grown fruits and vegetables. In FY 22, a total of $1,922,084 was awarded to 11 state agencies who run the WIC FMNP program via three rounds of competitive grants.

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Improving the In-Store Experience

FNS is working to simplify shopping with WIC benefits in store. State agencies are currently using grant funding to implement or expand self-checkout, work with retailers to improve customer service and streamline the checkout experience, provide shopping-related resources for families with limited English language skills, expand the variety and choice of foods available in WIC, and make it easier to find WIC-approved items. FNS awarded $10,984,203.91 to 21 WIC state agencies to tackle the WIC shopping experience from every angle—from improving in store signage and cashier training, to working toward online shopping.

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