This capstone project evaluated GrowNYC's WIC X 2 program, which provides incentives for WIC participants to purchase fresh fruits and vegetables at farmers markets. Surveys of 157 WIC participants found that 78% said the incentives were very important in getting them to spend their WIC benefits at markets instead of other stores. Additionally, 58% reported greatly increasing their fresh produce consumption as a result of shopping at the markets. However, the survey methods had some limitations and could be improved. Recommendations included pre- and post-program surveys, measuring variety and servings of produce, and customizing questions based on Bloom's Taxonomy.

1. An Evaluation of GrowNYC’s WIC X 2
for Fruits and Veggies Program
By Craig Willingham
Capstone spring 2012

2. Capstone focus
This project evaluates the survey methods and
design used to gather data FROM A CONVENIENCE
SAMPLE using the incentive program WIC X 2
The surveys were meant to gauge the
influence of the program on WIC participants,
farmers, and the surrounding communities

3. WIC Distribution Path
Since 1972 the Special Supplemental Nutrition Program for Women,
Infants, and Children (WIC), has helped millions of Americans avoid
hunger and malnutrition.
USDA
Women, Infants &
Children

4. Background & Significance
During the recent economic downturn WIC participation
has increased 0.6% between 2009 and 2010.
the poor economy has meant greater numbers of long-term users
demographic and dietary trends, coupled with increased
incidences of diet related illness has lead the USDA to look
for new ways to encourage healthy eating through WIC

5. Food Instruments
food instrument’s are special checks
given by WIC that are used to promote
Increased produce consumption

6. Incentivizing healthy eating
incentives Like WIC X 2 take the form of combination
vouchers that, when paired with food instruments
increase the consumer’s purchasing power
They can also be stand-alone produce vouchers or extra
monetary allotments of benefit dollars applied to one’s EBT card.

7. Program & Partnerships
WIC X 2 was launched at 8 Greenmarkets (urban
farmers’ markets) in New York City in 2o11
Wholesome Wave, a national non-profit whose
mission is to increases access to fresh, locally
grown produce, provided program funds

8. WIC X 2 incentive structure
Wic X 2 doubles the purchasing power for anyone
using WIC’s Cash Value Vouchers (CVV).
CVV is a component of WIC that provides $6 and
$10 vouchers for the exclusive purchase of
fruits and vegetables.
The Aim is to incentive the sale and
consumption of fresh produce

9. Market area

10. Market Area background
no f or v in
24 hours % diabetes % Obese CVV
Bronx Borough hall
Lincoln Hospital 24.5% 13% 32% 17,553
Astoria 11.1% 8.8% 17.1% 3,248
Elmhurst
Corona 10.1% 8.8% 18% 8,523
Sunset park 19.6% 8.5% 32.9% 2,084
Borough Park 7.7% 8.5% 18.5% 12,695
St. George 12.1% 11.7% 23.9% 2,576
Sources: NYC DOHMHand NYSDOH

11. Survey Results
Table 1. How important are the WIC X 2 coupons in getting you to spend your food
stamps or WIC CVV at this farmers market instead of elsewhere?
Very Important 78%
Moderately Important 14%
Slightly Important 3%
Not at all Important 5%
0 10 20 30 40 50 60 70 80
Total number of respondents: 118 % Of Respondents

12. Table 2. As a result of shopping at the farmers market this
season, my consumption of fresh fruits and vegetables has?
Increased Greatly 58%
Increased Some 29%
Stayed the Same 11%
Decreased Same 1%
Decreased Greatly 1%
0 5 10 15 20 25 30 35 40 45 50 55 60

13. Discussion & Limitations
sharp refinement of the WIC X 2 survey
design is needed due to several issues…
Possible “self-selection” versus true behavior change in the Sample
Data compiled in aggregate form & not Market by Market
Lack of data on education levels and psychosocial factors
Flesch-Kinkade readability score possibly too high

14. Conclusion & Recommendations
Overall, the survey’s findings support the need to investigate further
the impact that programs like WIC X 2 can have on increasing produce
consumption. However, some changes are recommended
1. Use Bloom’s Taxonomy to measure successful program implementation
2. Pre & Post Program surveys should be in place
3. Measurement of the variety and servings of produce consumed
4. Promotion of increased CVV Redemption

15. Input (resources) Outputs Impact (goals)
Short and medium term outcomes
Evaluation interns Surveys More studies on
Customized for the effectiveness
GrowNYC uses data to better
Wholesome Wave GrowNYC serve their customers. of incentive
Activities
Data processors programs
Data collected Funding is secured to
Respondents Refine evaluation Better health
from 157 continue programs like WIC X
surveys 2 based on the data collected outcomes for
respondents
GrowNYC Staff
program
Interns recruit CVV
Survey incentive Customers continue to participants
Surveys in various recipients to take participate in incentive
vouchers
languages surveys programs
reimbursed by Permanent
Survey incentive Wholesome Wave support for
Respondents self Increase in the number of
vouchers incentive
administer surveys incentive program
GrowNYC and programs from
partnerships for both
Capstone Student Distribute 2 dollar Wholesome Wave food assistance
Wholesome Wave and
vouchers to survey have access to GrowNYC agencies
takers data on program
participants Improved effectiveness for
Collected data sent incentive programs
to Wholesome Wave 14 questions
for aggregation answered by Improved survey design and
respondents methods based on capstone
Wholesome Wave related to WIC X recommendations
aggregated data 2’s effect on
analyzed for consumer health
capstone project and economic
impact
Capstone project
completed

16. acknowledgements
Dr. Arlene Spark
Alexis Stevens/grownyc
Capstone Faculty
NYSDOH Foil office