The release of updated Dietary Guidelines for Americans is a reminder of the urgent need to tackle the daunting challenge of improving American diets and food systems. While media coverage of the new DGAs has focused mainly on the changes from prior versions, the reality is that most Americans do not follow them at all.
Every recent administration has agreed that we eat too few fruits, vegetables and other wholesome foods and too much sugar, sodium and fat, typically in the form of highly processed foods. It is time to focus on how we can change this.
Federal nutrition programs like SNAP, school meals, WIC and others reach one in four Americans. SNAP, serving over 40 million people, has been a focus of recent nutrition-related policy changes, including the first-ever restrictions on specific foods (primarily items high in added sugar) in many states.
However, we know that simply eliminating a limited number of foods from the diet is not adequate to improve health. We need to provide positive support to shift consumption to healthier choices, including expanding the role of incentives in SNAP. Research findings indicate participation in nutrition incentives improves consumption of targeted foods. Initial research also indicates pairing incentives with restrictions can be more effective at increasing healthy eating than restrictions alone.
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Pilot programs funding financial incentives exist but are very small in scale with limited public awareness, and they have never been a major focus of SNAP policy discussions. As the imperative to improve beneficiary health intensifies, these programs deserve a fresh look.
Notably, the Gus Schumacher Nutrition Incentive Program (GUSNIP) provides approximately $50 million annually for incentives for fruits and vegetables, and the Healthy Fluid Milk Incentives project provides $2–3 million annually to incentivize purchases of milk. Recent legislative proposals would modify these programs, including the House Agriculture Committee’s Farm, Food, and National Security Act, which would encourage all forms of produce (frozen, fresh, canned and dried) in GUSNIP and waive matching requirements in high poverty areas. But federal legislative action to incorporate incentives into SNAP on a large scale does not appear imminent.
However, there are many opportunities for State, local and private actions to enhance the reach and visibility of incentive programs, and in doing so, shape the future of a more nutrition-forward SNAP program. Actions include:
- Establish new incentive programs: State and local governments, as well as private entities, can start and fund incentive programs on their own. For example, food retailers can offer additional discounts on healthy foods to SNAP shoppers. Additional incentive programs would allow further examination of the level and form of effective incentives, as well as identifying administrative efficiencies. Incentive programs require USDA approval and waiver of the SNAP equal treatment provisions, which mandate SNAP recipients receive the same treatment as other customers. USDA has streamlined this process by offering a simple electronic form for receiving approval.
- Amplify existing incentives: Food retailers, producers and farmers markets can partner with local community incentive providers to enhance the impact of existing incentives. This could take many forms, such as hosting food preparation demonstrations at retail sites. Existing all-customer discounts and sales could be tied to incentivized products and highlighted for SNAP shoppers. Technology tools can also better leverage incentive programs. Apps designed specifically for SNAP participants can help them find and utilize incentivized products with information on participating locations, recipes and nutrition information. Retailers can incorporate similar information into their own customer apps.
- Partner with Health Care: Existing incentive programs should ensure that local health care providers and payors are encouraging eligible low-income patients to enroll in SNAP, leverage benefits effectively for health and utilize incentive programs. Effective coordination with SNAP is a critical component of a comprehensive “Food is Medicine” strategy.
- Enhance Communications: An effective communications strategy is critical for advancing large-scale SNAP incentives to the federal policy agenda. Major changes to federal nutrition programs typically result from years of advocacy and visibility-raising efforts at the grassroots level. Current public interest in food and nutrition policy and the MAHA movement provide an opportunity for media coverage and public engagement.
SNAP incentives support current SNAP participant health and well-being, strengthen demand for healthy products in the marketplace and build public trust in SNAP. Now is the time for new partners to join with longstanding advocates to take the incentive movement to the next level and position them for the future a key component of a nutrition-forward nationwide SNAP.
Cindy Long is a former deputy undersecretary for food, nutrition and consumer services at USDA and now a national adviser at Manatt, a legal and consulting firm.