“Most importantly, the update resulted in a 1/3 cup daily increase in fruit and vegetable consumption in young children. “Preliminary data has shown that WIC participants increased their purchasing of fruits and vegetables and were able to purchase more varieties of fruits and vegetables with the increased CVB amounts - a win-win for participants, retailers, and growers,” Mollie Van Lieu, vice president of nutrition and health for IFPA, said in the release. Congress later extended the WIC benefit increase in September 2021, at amounts recommended by NASEM: $24 per month for children, $43 for pregnant and postpartum participants, and $47 for breastfeeding participants to spend solely on fruits and vegetables. The amount for the CVB increased as part of the American Rescue Plan in March 2021, initially for four months. Since the WIC program introduced the Cash Value Benefit (CVB) in 2009, which allows participants to purchase fruits and vegetables of their choice as an additional part of their WIC food package, the feature has consistently been one of the most highly redeemed components of the program and has proven to increase fruit and vegetable consumption, the release said.
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