Wholesome Wave, Nourishing Neighborhoods Across America.


Wholesome Wave is working to change the landscape of how all people and institutions can purchase healthy, regionally grown agricultural products. We developed the Healthy Food Commerce Initiative (HFCI) to help entrepreneurial organizations respond to the increased demand for healthy, local food while supporting local agriculture and regional economies. Please visit our Healthy Food Commerce Initiative page to learn more.

The Fruit and Vegetable Prescription Program (FVRx), launched in 2010, fosters partnerships between healthcare providers and organizations working with farm-to- retail venues to measure the impacts of increased consumption of fresh fruits and vegetables among underserved community members. The goal is to improve health outcomes by providing overweight and obese children and pregnant women at-risk of diet-related diet-related diseases with the resources to increase consumption of fresh, locally grown produce.

Wholesome Wave’s core Double Value Coupon Program (DVCP) was launched in 2008 at farmers markets in Connecticut, California and Massachusetts. In a few short years, it quickly expanded to more than 300 farm-to-retail venues in 25 states and the District of Columbia. http://wholesomewave.org/

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