USDA to add fruits and vegetables to WIC
USDA to add fruits and vegetables to WIC
ALEXANDRIA, VA -- The U.S Department of Agriculture is planning to add fruits and vegetables to the Women, Infants & Children program, a move that could translate into $80 million for the produce industry once the program is in full swing, Steven Christensen, deputy administrator of the Special Nutrition Program of the USDA's Food & Nutrition Service, said at a July 13 industry meeting.
The public may get its first look at a revised WIC package as early as January, with a final rule expected in November.
Produce trade associations have been urging USDA to add fruits and vegetables to the popular WIC program, which feeds 8 million women and children each month, so the Fruit & Vegetable Industry Advisory Committee commended USDA at its July 13 meeting for agreeing to add the nutrient rich commodities.
The four-year-old committee allows the produce industry an opportunity to voice its needs to top USDA officials.
Adding fruits and vegetables to the $8 and $10 monthly vouchers will be "the single most fundamental change" to the current WIC package, said Mr. Christensen.
WIC participants could use the vouchers to purchase frozen or canned fruits and vegetables in the event that no other fresh products are available, he said.
But don't expect a national rollout of the new program. USDA is considering phasing in a revamped WIC package so regulators would have time to work out the bugs.
This issue has been closely monitored by Congress. On July 1, some 50 members of Congress wrote a letter to Agriculture Secretary Mike Johanns, urging him to allow WIC participants access to fruits and vegetables as was recommended in an April 2005 study by the Institute of Medicine.
The advisory committee also urged USDA to continue a prolonged publicity campaign to sell the new Dietary Guidelines and Food Pyramid, two programs prized by the produce industry. The response to the MyPyramid web site has been tremendous, with 630 million hits so far, said Eric Hentges of the USDA's Center for Nutrition Policy & Promotion.
But the office faces challenges in maintaining such an interactive web site, marketing a healthy lifestyle and continuing to personalize the information to keep it viable. This all takes money.
Dr. Hentges said that he has no problem selling the program to Secretary Johanns, but it did not roll out in time to receive fiscal 2006 funds. Details of the fiscal 2007 budget are still being ironed out, and it may receive a $3.5 million boost, but that's uncertain.
While $3.5 million doesn't sound like a lot, the reality is that it is under the current budget climate, said USDA' s Robert Keeney.
While the agency is hoping for more media exposure when it rolls out a children's version in the fall, followed by a new Spanish-language version, members of the produce industry asked whether USDA had a marketing plan to promote the new dietary recommendations.
Dr. Hentges said that USDA is considering reaching out to industry groups by entering new cooperative agreements, but did not have a plan. "We have a huge network of traditional partners and will need to depend on that, he said.
The public may get its first look at a revised WIC package as early as January, with a final rule expected in November.
Produce trade associations have been urging USDA to add fruits and vegetables to the popular WIC program, which feeds 8 million women and children each month, so the Fruit & Vegetable Industry Advisory Committee commended USDA at its July 13 meeting for agreeing to add the nutrient rich commodities.
The four-year-old committee allows the produce industry an opportunity to voice its needs to top USDA officials.
Adding fruits and vegetables to the $8 and $10 monthly vouchers will be "the single most fundamental change" to the current WIC package, said Mr. Christensen.
WIC participants could use the vouchers to purchase frozen or canned fruits and vegetables in the event that no other fresh products are available, he said.
But don't expect a national rollout of the new program. USDA is considering phasing in a revamped WIC package so regulators would have time to work out the bugs.
This issue has been closely monitored by Congress. On July 1, some 50 members of Congress wrote a letter to Agriculture Secretary Mike Johanns, urging him to allow WIC participants access to fruits and vegetables as was recommended in an April 2005 study by the Institute of Medicine.
The advisory committee also urged USDA to continue a prolonged publicity campaign to sell the new Dietary Guidelines and Food Pyramid, two programs prized by the produce industry. The response to the MyPyramid web site has been tremendous, with 630 million hits so far, said Eric Hentges of the USDA's Center for Nutrition Policy & Promotion.
But the office faces challenges in maintaining such an interactive web site, marketing a healthy lifestyle and continuing to personalize the information to keep it viable. This all takes money.
Dr. Hentges said that he has no problem selling the program to Secretary Johanns, but it did not roll out in time to receive fiscal 2006 funds. Details of the fiscal 2007 budget are still being ironed out, and it may receive a $3.5 million boost, but that's uncertain.
While $3.5 million doesn't sound like a lot, the reality is that it is under the current budget climate, said USDA' s Robert Keeney.
While the agency is hoping for more media exposure when it rolls out a children's version in the fall, followed by a new Spanish-language version, members of the produce industry asked whether USDA had a marketing plan to promote the new dietary recommendations.
Dr. Hentges said that USDA is considering reaching out to industry groups by entering new cooperative agreements, but did not have a plan. "We have a huge network of traditional partners and will need to depend on that, he said.
