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WICShopper Expands Fruit & Vegetable Resources Through New Have A Plant® Partnership

Based on reporting from Produce News

JPMA and the Foundation for Fresh Produce’s Have A Plant® campaign have teamed up to bring clear, practical, and inspiring fruit‑and‑vegetable content directly to WIC families through the WICShopper App. This collaboration makes the Fruit & Veggie Hub the premier produce resource for more than 1.3 million WIC families across 35 state agencies, giving caregivers easy access to science‑based tips, seasonal guidance, recipes, and kid‑friendly ideas right when they plan, shop, prep, and eat.

“Children’s early food experiences shape preferences and habits that last a lifetime,” explained 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.”

Experts across the produce and nutrition community see this partnership as a powerful opportunity to support WIC’s mission. “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,” said Mollie Van Lieu, Vice President of Nutrition and Health at the International Fresh Produce Association.

Reaching WIC families is especially important for long‑term health equity. Nearly half of all babies born in the United States participate in WIC, and fruits and vegetables are among the most redeemed items once children transition from formula or breast milk. Yet many families still report needing more guidance on choosing, preparing, and serving produce confidently. The Fruit & Veggie Hub helps close that gap by pairing access with education — making fruits and vegetables more approachable, more affordable, and more enjoyable for families.