“Add Milk!” Nutrition Incentive Program Expands To California
A nutrition incentive program that helps low-income families purchase healthy fluid milk products is expanding to California. The Add Milk! program is being launched in grocery stores to provide a dollar-for-dollar match for participants in the Supplemental Nutrition Assistance Program (SNAP) when they purchase low-fat or nonfat milk.
A community event held on May 30 at Mother’s Nutritional Center in San Bernardino, California, marked the launch of the Healthy Fluid Milk Incentives (HFMI) project, Add Milk!, at 78 participating Mother’s Nutritional Center grocery stores across Southern California.
The Add Milk! program is made possible by a $3 million cooperative agreement between USDA and Auburn University’s College of Human Sciences Hunger Solutions Institute (HSI) through HFMI. The HFMI pilot program was established as part of the 2018 Farm Bill to promote milk as part of a healthy, balanced diet consistent with the Dietary Guidelines for Americans. Overall, Americans are consuming less milk. Low-fat milk is an important part of a healthy diet, and health researchers have warned these declines over time could have health impacts on future generations. Studies have shown that incentive programs like Add Milk! increase purchase and consumption of the incentivized food. HFMI pilot projects will be operating in more than 700 locations across 18 states by the end of 2024, and Congress recently appropriated an additional $3 million to expand the program to more stores and more locations in the coming years.
The Add Milk! program provides an incentive to SNAP participants using CalFresh EBT (electronic benefit transfer) to purchase healthy milk options. The participant receives a dollar-for-dollar match for every dollar spent on nonfat and low-fat (1%) milk products, including lactose-free options, to use for any CalFresh EBT eligible item. Participants can receive up to $10 in rewards per transaction.
“Our customers get more for their EBT dollars with this program, and any extra help goes a long way for these participants. It adds to their benefits to be rewarded for choosing to drink healthier milk and using those rewards to provide healthier foods for their families. We are honored to partner with Auburn University to make this incentive available for the CalFresh recipients in our communities,” says Richard Flores, president of Mother’s Nutritional Center.
U.S. Rep. Pete Aguilar, D-Calif., who was in attendance at Thursday’s event, adds that the new program will make milk more affordable for working families in the Inland Empire, bring down grocery bills and encourage healthy food options in the community.
“I’m excited that the Inland Empire was chosen to be the first region to launch the Add Milk! program,” he says.
Cindy Long, USDA’s Food and Nutrition Service administrator, says HFMI projects will allow more families to add nutritious milk to their meals. The program is part of USDA’s broader efforts to support SNAP participants in healthy eating. Specifically, the goal of these projects is to promote milk as part of a healthy and balanced diet, consistent with the Dietary Guidelines for Americans.
“We are pleased that the Milk Incentive project will expand to hundreds of retailers and 17 states including Alabama, California, Georgia and South Dakota under Auburn University’s management,” she says.
“HSI is thrilled to collaborate with Mother’s Nutritional Center, a respected retailer in California known for their personalized shopping experience, locations in areas with limited food access and appeal to a diverse customer base,” adds Alicia Powers, managing director of Auburn’s Hunger Solutions Institute.
Michael Dykes, president and CEO of the International Dairy Foods Association, says expanding the SNAP HFMI projects means greater access to affordable, nutritious dairy products for the most vulnerable Americans. “Consuming milk, along with its 13 essential nutrients, is linked to healthy immune function, hydration, cognition, mental health, bone health, and lower risk for Type 2 diabetes and cardiovascular disease,” Dykes says. “During this time of high food costs and rising food insecurity, it’s critical we find ways to stretch the SNAP dollar further in support of the purchase of nutrient-dense foods.”
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