The Foundation for Fresh Produce Launches National Partnership to Increase Fruit & Vegetable Consumption Among Women, Infants & Children

May 19, 2026

NEWARK, Del. – The Foundation for Fresh Produce, the philanthropic partner of The International Fresh Produce Association, today announced a new partnership with software developer JPMA that will make The Foundation’s Have A Plant® campaign the premier produce partner for a new “Fruit & Veggie Hub” within the WICShopper App, the nation’s leading WIC shopping app.

Through the partnership, more than 1.3 million WIC families across 35 state agencies will have access to the new Fruit & Veggie Hub via the WICShopper App. The Foundation will integrate science-based fruit and vegetable resources into digital tools that reach WIC families when they plan, shop, prep, and eat – supporting access, boosting appeal, and helping women, infants and children maximize their Cash Value Benefit (CVB) for fruits and vegetables. The app is used approximately 6.8 million times per month among WIC shoppers.

“Children’s early food experiences shape preferences and habits that last a lifetime,” said Lauren M. 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, 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 International Fresh Produce Association. “Programs 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.”

Why It Matters for Kids and Mothers

Today, nearly half of all babies born in the United States participate in WIC. Millions of low income pregnant, post-partum moms 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. This partnership addresses that challenge by pairing access with education – helping caregivers feel confident in selecting, preparing, and serving fruits and vegetables that their children will enjoy.

By focusing on practical tips, recipes, and kid-friendly inspiration, the Have A Plant® content supports:

Children’s health, by reinforcing positive exposure to fruits and vegetables early in life.
Lifelong habits, by helping families build routines around produce consumption.
Culturally relevant resources, by ensuring nutrition education and resources reach millions of families using WIC benefits.

Connecting Produce Education to the WIC Community

To further the reach, The Foundation 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 May 27-30 in Dallas, Texas. The event brings together state and local WIC champions and nutrition educators from across the country.

At the conference, The Foundation will highlight how the produce industry is supporting WIC families through evidence-based resources that complement the CVB and strengthen fruit and vegetable consumption among young children, pregnant, and post-partum women.

A Commitment from the Produce Industry

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.

To learn more about The Foundation’s Have A Plant® resources and work to increase fruit and vegetable consumption, visit fruitsandveggies.org.

The Foundation for Fresh Produce Launches National Partnership to Increase Fruit & Vegetable Consumption Among Women, Infants & Children

Additional Press