The Opportunity | Wholesome Wave

The Opportunity

Our Mission

Wholesome Wave empowers under-served consumers to make healthier food choices by increasing affordable access to fresh, local food.

44M Americans spend $67B in SNAP (food stamps) annually, plus $60B of their own money on groceries = $127B annually!

We are working to unlock that purchasing power by shifting how the money is spent.

Woman Smiles while Holding Produce at Main Co-op

If people can’t afford produce, they can’t buy it. But when they can, they do. And when millions of Americans eat more fruits and vegetables, we see immediate improvements for families and farmers—and enormous long-term gains for public health, local economies, and the environment.

 

SEE OUR WORK

Making Produce More Affordable

Children today are expected to live shorter lives than their parents, largely as a result of diet-related disease. Our innovative initiatives serve hundreds of thousands of under-served consumers, as well as thousands of farmers annually, across the country.

$1 Trillion

spent nationally on diet-related illness each year

1 in 10

American children eat enough fruits and vegetables

Our Approach

Through our national network, we pilot, perfect and scale programs that make produce affordable for the Americans who need it most.

YOUR DONATION
COMMUNITY PARTNERSHIP (OR NETWORK MEMBER)
AFFORDABLE PRODUCE TO THE UNDER-SERVED

Our Programs

Doubling SNAP

Produce Prescriptions

STEP 1

Find Participating Farmers Market or Grocery Store

STEP 2

Shop with SNAP (food stamps)

STEP 3

Receive double the value to spend on produce


 MORE ON DOUBLING SNAP

Our Impact

When produce is affordable, people buy it. Diets change overnight and enormous positive outcomes follow for public health, local economies and the environment.

$10.6 Million

of produce purchased by low-income shoppers in a single year

47%

of produce-prescription patients decrease their BMI

Member benefits

Our national network links members with a peer community of researchers, nonprofits, and program operators to share best practices for success.

FARMERS MARKETS & FOOD STORES

Helping our members double the value of food stamps when spent on fruits and vegetables.

Access to a $127 Billion market.

HOSPITALS, CLINICS & DOCTORS

Empowering doctors to prescribe produce to patients before they develop diet-related illness, rather than prescribing medication after it’s too late.

Empowering doctors to prevent disease - not just treat it. 

Doubling SNAP

Unlocking consumer demand for fresh produce nationwide.

LEARN MORE

Produce Prescriptions

Empowering doctors to write prescriptions for fruits & vegetables.

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FAQS
How has the government responded to this work?

The United States Department of Agriculture has embraced nutrition incentives, investing $100 million to support these programs in the 2014 Farm Bill. Former Under Secretary of Agriculture for Farm and Foreign Agricultural Services, Gus Schumacher became our founding board chair. At our summit in 2016, Kevin Concannon, former Under Secretary for Food, Nutrition and Consumer Services, USDA, referenced the new Dietary Guidelines’ call for Americans to eat more fresh produce, asking “what better way than through farmers markets?”

How much food do Americans redeem annually through these programs?

Each year through our programs, SNAP (food stamp) shoppers spend over $3 million.

What is the impact of a $100 gift to Wholesome Wave?

$100 would support a family of four with produce for a month. 

Who receives SNAP (food stamps)?

Over 40 millions Americans rely on SNAP to have enough to eat. Three-quarters of households receiving SNAP have a child, elderly individual or person with disabilities in the home. Vulnerable households, including single-parent families in poverty, experience much higher rates of food insecurity than the general population.