Changes in retailer attitudes and practices following the 2007 WIC revisions

Background: Increasing the supply of healthy food options in small neighborhood stores is one strategy for improving food access in low-income communities. Qualitative studies of food retailers cite lack of consumer demand as a primary barrier to supplying healthier food. The recent Women, Infant, and Children (WIC) Reauthorization Act added fruits and vegetables and soy-based milk alternatives, and provided more whole grains and low-fat dairy to WIC participants, effectively increasing demand for these healthier products in WIC-authorized stores. We monitored how revisions in the WIC policy affected small food retailers' supplier networks and attitudes, including perceived demand for healthier food.

Methods: Sixty-eight small retailers (food marts, convenience stores and grocery stores) from five representative Connecticut towns were interviewed in-person pre- and post-policy revision (Spring-Summer 2009-2010). Thirty-five of the stores were WIC-authorized and 33 were non-WIC stores, matched by neighborhood and store size. We developed a questionnaire to assess practices and perceptions of offering old and new WIC food groups along with less healthy options, like soda and candy. Specifically, we assessed changes in perceived demand, profitability, supports and barriers, and supplier network.

Results: Changes in supplier network, perceived demand for and profitability of selling healthy food will be presented by WIC status. Results will assess how length of ownership, retailer's neighborhood residency, and perceived personal responsibility to provide healthy food modify retailer behaviors and attitudes. Case studies will address hardships and successes faced by WIC retailers implementing program revisions. Implications for future retail-level federal nutrition changes will be discussed.