UWEC CERCA 2026

Low fruit and vegetable (FV) intake increases chronic disease risk, especially for low-income Supplemental Nutrition Assistance Program (SNAP) households facing cost and access barriers. Nutrition incentive programs aim to make FV more affordable for SNAP participants. This study examined eight years of data (2018–2025, N = 1,071) from a Wisconsin SNAP nutrition incentive program, using descriptive and regression analyses to evaluate shopper experiences. Most participants reported eating more FV (90%), trying new foods (63%), and saving on groceries (85%). Nearly all (93%) described the market as welcoming, but barriers included transportation (18%), weather (23%), and limited hours (13%). More incentive redemption was linked to higher visit frequency with each $10 increase in incentives redeemed associated with 17% more visits (β = 0.016, p < .001). More visits also increased the odds of returning the next season by 60% (OR = 1.60, p = .011). Findings suggest that incentives boost FV affordability, which encourages more frequent market visits, supporting greater engagement and FV access for low-income households. Results highlight both the program’s strengths and remaining barriers, providing guidance for more equitable, accessible nutrition incentive strategies.