California Agriculture

To increase fruit and vegetable consumption, the federal Special Supplemental Nutrition Program for Women, Infants and Children (WIC) distributes cash vouchers to low-income women with children to buy fruits and vegetables. The program reaches almost half of the infants and one-quarter of children under 5 years old in the United States. UC Cooperative Extension (UCCE) conducted a survey of produce preferences and buying habits among WIC participants in Tulare, Alameda and Riverside counties in 2010 to guide the development of a farm-to-WIC program that would connect small local growers to the WIC market. Based on the results, the UCCE team developed a list of 19 produce items to promote in a possible new farm-to-WIC program.