Millions of women and children are eating more fruits, vegetables and whole grains in a public-health campaign that all states had to join by this month.
In the largest overhaul since it began in 1974, the federal Women, Infants and Children (WIC) nutrition program has begun giving vouchers for a wider variety of food to its 9.3 million low-income participants: mothers, infants and children up to 5 years old.
Until now, WIC vouchers bought only milk, cheese, juice and eggs.
"It's a huge change," says Undersecretary Kevin Concannon of the Department of Agriculture, which runs the program. He says the improved mix of foods will lower health care costs, partly by reducing obesity. Nearly half of U.S. newborns are in WIC, available to families with incomes up to $33,874 for a household of three -- 185% of the federal poverty level.
The change won't increase monthly benefits, which average $43 per person, but will provide a new cash-value voucher for produce that is worth $6 for each child and $10 for a breast-feeding mother. Other vouchers will allow the purchase of whole-grain foods and will reduce the amount of dairy products.
Most states began issuing the new vouchers on Oct. 1. A handful did so earlier.
"People are very excited," says Susan Greathouse of Oregon's WIC program, which began issuing produce vouchers in August. She says mothers have used more than 80% of those distributed.
Delaware, which began issuing the vouchers in January, also reports 80% use. In New York, which began the federal vouchers in January after issuing state-funded ones, 85% are being used.
Another benefit: Neighborhood stores are stocking produce because customers can buy it.
"By increasing the demand, we've seen an increase in the number of stores selling produce," says Timothy Mooney, New York's WIC director.
The change didn't come without controversy. Dairy and juice groups expressed concern because their products would be allowed in smaller quantities to offset the cost of adding produce and grains.
Mothers are thrilled to be able to buy produce, but "some of the changes are not that popular," says Laurie True of the California WIC Association, a non-profit group representing WIC agencies. For example, only breast-feeding women and kids younger than 2 are allowed whole milk. The rest get low-fat milk. "That's reasonable because of the fat content," says Karla Gorham, a mother of three in Gaithersburg, Md. She's looking forward to using her vouchers, which will be good starting next week. "It will help a lot."
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