A History of Impact
Wholesome Wave was founded in 2007 on a bold idea: that good food can change lives—and systems.
Chef Michel Nischan, along with agricultural policy leader Gus Schumacher and food media pioneer Michael Batterberry, launched the organization to address one of the nation’s most overlooked public health crises: nutrition insecurity.
They knew the problem wasn’t just hunger. It was the lack of access to the fruits and vegetables that help prevent and manage chronic illnesses like diabetes, heart disease, and obesity, which are conditions that disproportionately impact low-income communities. What began as a grassroots effort to make healthy food more affordable has grown into a national movement to transform food policy, healthcare, and community health through proven programs and lasting partnerships.
A Timeline of Innovation
Founding of Wholesome Wave to make fruits and vegetables more affordable to lower income people. Launched the first 2-for-1 fruit and vegetable sale at a farmers market for SNAP recipients.
2007
Launched the Double Value Coupon Program (DVCP) in four states.
2008
DVPC’s now in more than 200 farmers markets across 22 states, working with more than 50 community organizations.
2011
Led advocacy resulting in $100M to fund pilot for national Food Insecurity Nutrition Incentive (FINI) programs.
2014
With more than 900 community organizations running SNAP incentive programs for more than 1M people, the USDA contracted us to create the Food Hub Toolkit through our Healthy Food Commerce Initiative.
2017
Established National Nutrition Incentive Network expanding access to thousands of Americans.
2015
Founded Wholesome Crave social enterprise, selling plant-rich soups with proceeds supporting the Wholesome Wave mission and programs.
2018
Our FINI pilot program was converted the Gus Schumacker Nutrition Incentive Program (GusNIP), a permanently funded federal program named after our late co-founder.
2018
Founded the National Produce Prescription Collaborative, gathering advocates and experts to expand produce prescriptions into government food programs.
2019
Co-founded the FOOD4MOMS PRx program in Hartford, CT, providing Latinas who are pregnant and low-income with affordable access to fruits and vegetables, as well as nutrition education.
2022
Launched the OneKitchen program pilot, which gives chefs across the nation the mentorship, tools, and resources needed to create lasting food systems change in their communities.
2024
We continue a legacy of listening, partnering, measuring, innovating, and implementing programs that deliver positive impact on the health and wellbeing of every American.
2025
Today and every day, Wholesome Wave works alongside community-based organizations, healthcare providers, policymakers, and funders to turn good ideas into proven solutions. These partnerships are essential to delivering the right programs in the right places — tailored to local needs and built for long-term impact.
Together, we make it possible for millions of Americans to afford the fresh food they need to live healthier lives.
Interested in partnering with us to expand your impact?
