Tops Friendly Markets is taking huge strides to increase fresh produce consumption with a recent partnership with Independent Health insurance company to create a rewards program for fresh fruit and vegetable purchases.

The nutrition benefit will be available to Independent Health members beginning January 1, 2014 through Tops in Western New York.

“As a local company, we are always looking for ways to help our neighbors make good nutritional decisions for themselves and their families,” said Frank Curci, Tops Markets’ president and CEO. “We are proud to partner with Independent Health to bring this convenient, affordable and valuable benefit option to the western New York community.”

For every $2 an Independent Health member spends on fresh produce at Tops, the member will receive a $1 credit for in-store grocery purchases. Members can earn up to $1,000 on their food purchases each year on a family plan and up to $500 on a single plan. The benefit rewards will be tracked through the Tops BonusPlus program.

“Up to 75 percent of U.S. medical costs are due to chronic disease, so efforts such as this can help Americans live healthier lives and reverse the high cost of health care,” said Jennifer Kovalick, MS, RD, CDN, a nutritionist from Independent Health’s wellness department.

Recently, the supermarket chain also began utilizing fresh produce to reward its customers through Twitter. This promotion gives new twitter followers in-store coupons when they follow the @topsproduce twitter page. New followers will get a direct message from Tops with a link to their two-dollar coupon for Fresh Express Salad.

Thank you Tops, for joining in on the fresh produce push.

Tops