WASHINGTON, DC - With funding for the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) at risk of being slashed, the International Fresh Produce Association (IFPA) has launched its largest-ever ad campaign. The debut of the campaign coincides with the WIC National Day of Action, maximizing its impact.

“Fully funding the WIC Program is an urgent necessity for families nationwide,” said IFPA Chief Executive Officer Cathy Burns. “Our creative approach will convey this message to break through the noise on Capitol Hill, bringing attention to the mothers and children who rely on the WIC program for nutritious fruits and vegetables. The proposed cuts would have a devastating impact on millions of families, farmers, and retailers, and IFPA will continue to fight for women, infants, and children.”

The ad features a jingle sung from the perspective of animated fruits and vegetables and uses audio and visuals to bring awareness to the urgent funding crisis facing the program. According to a release, the ad calls on members of Congress to fund the WIC program, including fresh produce benefits that are at risk.

The produce industry would lose an estimated $1.2 billion in revenue each year from the reduction of fruits and vegetables that would typically be available to WIC participants under the current funding structure.

“The health and nutrition of mothers and children nationwide is at stake,” said IFPA Vice President of Nutrition and Health Mollie Van Lieu. “New and innovative approaches are needed to stress the urgency of this moment to Congress, and IFPA is proud to continue leading the charge.”

Already, the WIC Program is facing a $1 billion shortfall, and without full funding, it will need to place eligible applicants on a waitlist. The program also faces additional concerns as the House version of the agricultural appropriations bill would cut fruit and vegetable benefits by 70 percent for women and 56 for children.

These cuts would have significant consequences for nutrition, likely decreasing produce intake among the nation’s most vulnerable populations.

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