Wholesome Wave Launches Card that Rewards Spending on Fruits and Vegetables

Wholesome Wave Launches Card that Rewards Spending on Fruits and Vegetables


Wholesome Wave Launches Card that Rewards Spending on Fruits and Vegetables

May 17, 2018
Grocery Store Offers Affordable Fresh Produce

Our work is all about empowering low-income families to purchase more fruits and vegetables. That's why we've introduced the Wholesome Wave Rewards Card. The program will reach thousands of New Yorkers with the healthy foods they need most.

The new program is grounded in our core belief: that poverty should never be an obstacle to affording something as essential as fruits and vegetables. “We know affordability is the single greatest obstacle to healthy eating among low-income families,” says our Co-Founder and CEO Michel Nischan. “If people can afford fruits and vegetables, they buy them.  This New York City pilot is just the beginning and will help us grow Wholesome Wave to reach millions of people across America.” 

We are working with NYC-based partners West Side Campaign Against Hunger and City Harvest to distribute cards to low-income families in New York City, starting in early May. Each card will be loaded with an initial $20 to spend at six participating supermarkets. When participants use the Wholesome Wave Rewards Card to purchase fruits and vegetables, the card will be automatically reloaded up to $20 per week, for a max of $180 through December 31, 2018. 

It's all funded by Naked, a longtime corporate partner whose annual #DrinkGoodDoGood campaign has supported our work for years. Naked believes that everyone deserves access to fresh fruits and vegetables—and through this partnership they’re empowering more people to make healthier choices for themselves and their families.

“Fruits and vegetables are in our brand’s DNA—so we’re thrilled and honored to partner with Wholesome Wave to bring this innovative card to life,” said Aidan Kingerlee, GM, Naked. “Like Wholesome Wave, Naked believes in the power of fresh fruits and vegetables, and we’re proud to bring access to fresh produce to even more people with the new Wholesome Wave Rewards Card.”

Founded 11 years ago, Wholesome Wave originally focused on doubling the value of SNAP (food stamps) at farmers markets. Over time we have expanded our reach into supermarkets, and reached a million people in 2017. The Wholesome Wave Rewards Card, powered by NutriSavings, allows us to scale our supermarket reach, toward serving the 40.6 million Americans living in poverty.  

We will pilot the card program in NYC through the end of 2018, with plans to expand to other markets next year based on the findings. 

The Wholesome Wave Rewards Card is issued by Central Bank of Kansas City, member FDIC.