Our New Mission Video

Our Mission

Wholesome Wave empowers under-served consumers to make better food choices by increasing affordable access to healthy produce.


What We Do

We make fruits and vegetables affordable through two flagship programs: We double the value of Food Stamps when spent on fruits and vegetables. And we work with doctors to literally prescribe produce. 


Our Network

We’re growing our network of 700+ farmers markets and grocery stores in 46 states and counting.


Why make produce affordable?

When people can afford produce, they buy it. And when the millions of Americans struggling with poverty 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.

Is this cause only supported by people on the political Left?

No - nutrition incentives enjoy hearty bi-partisan support. Wholesome Wave is founded on the idea of choice, and offers a market-based solution. We also see that economic decisions can have powerful social impacts. All Americans should be able to choose to buy a head of broccoli, rather than a bag of chips. When we provide the financial incentive on produce purchases, we ensure that all Americans can choose to use their buying power for good.

Do you only help people purchase fruits & vegetables? What about other healthy foods?

While a wide variety of foods can be part of a healthy diet, everyone agrees that produce is essential to eat every single day for health. Only 1 in 10 American children eats enough fruits and vegetables.

Why support Wholesome Wave?

Lack of fresh produce has created one of the most troubling health epidemics in our history, and poses a more serious threat to life than war, gun violence or smoking. 1 in 3 kids in the US are obese, and the rates are highest for children in poverty. Not to mention the billions our country spends on diet-related illness each year. Worst of all, it can all be prevented. Poverty should never be an obstacle to something as fundamental as fruits and vegetables. 

What is SNAP?

The Supplemental Nutrition Assistance Program (SNAP), formerly known as food stamps, is America’s largest safety net program. More than 40 million Americans rely on SNAP to eat.