Cultural consideration of preferences for commercial baby foods and fruit and vegetable vouchers in the WIC food package

In 2009 the WIC program made major revisions to the food package, representing a significant change in the resources available to improve diet quality for 50% of all infants born in the United States and their mothers. This study extends findings from a state-wide survey of WIC participants which found the addition of fruits, vegetables and jarred foods to the infant food package was well received overall by participants. As babies got older, however, caregivers preferred the option to choose between jarred baby foods and cash value vouchers (CVV) for fruits and vegetables in order to prepare their own baby foods. The present study further examined cultural variations and preferences using qualitative methods. Forty-seven one-on-one interviews were conducted with caregivers from 5 ethnic groups (white, Latino, African-American, Chinese, Vietnamese). The narratives revealed cultural variations in feeding practices among Latino, Vietnamese and Chinese participants, and thus caregivers' utilization and satisfaction with the fruit and vegetable CVVs and jarred baby foods. Chinese, Vietnamese and Latino mothers expressed greater preference for fruit and vegetable CVVs over commercial baby foods in order to prepare their own baby foods. In contrast, more than half of white and African-American caregivers preferred commercial baby foods and indicated that ease and convenience were primary reasons for their use. We will discuss these and other salient findings and suggest that ethnic group differences in infant feeding practices should be considered with regards to the new WIC food package.