The WIC program is under tremendous pressure, like other federal programs, to reduce costs. If you dont limit the cost of the food package, dont you run into problems?
If one accepts the premise that WIC program costs need to be cut, it is almost impossible from a logistical and compliance perspective to fully substitute store or generic brands of products for the national brands. But even more importantly, it would almost certainly reduce the success of the program in encouraging consumption of a nutritious diet by the at-risk, low-income population. The WIC target population has the same taste preferences as other consumers. WIC recipients want choice in their products and they want the brands they know and trust when serving their families. If consumption drops, then WIC will fail to meet its basic mission as a special nutritional supplemental feeding program for a targeted at-risk population.
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