Mission

Wholesome Wave’s mission is to empower people in underserved urban and rural communities to make healthier food choices by increasing affordability and access to fresh, locally grown food in ways that generate significant impact on local economies.

Our vision is to help lead the way in developing a more vibrant and equitable food system for everyone by fostering stronger relationships between local and regional agriculture and under-served individuals from both urban and rural communities.

What We Do

Wholesome Wave is a national 501(c)(3) organization that is helping to reshape the American Food system by putting entrepreneurial, innovative thinking to work. Our organization partners with farmers, farmers markets, community leaders, healthcare providers, like-minded nonprofits, and government entities to implement programs that increase affordability and access to healthy, locally grown fruits and vegetables for consumers in underserved communities.

We operate by partnering with community-embedded organizations to implement our programs, including our Double Value Coupon Program, the Fruit and Vegetable Prescription Program™ and Healthy Food Commerce Investments.

Wholesome Wave programming is now in 28 states and the District of Columbia with more than 60 partners implementing the DVCP, FVRx™, and HFCI at nearly 400 participating farm-to-retail venues.