The Healthy Liquid Milk Incentive Project, titled “Add Milk!”, provides a dollar-for-dollar match to SNAP participants who purchase nutritious nonfat and low-fat (1%) milk products, including lactose-free options.
SAN BERNARDINO, Calif. — A nutrition incentive program to help low-income families purchase healthy liquid milk products is expanding in California. The Add Milk! program is launching in grocery stores to provide Supplemental Nutrition Assistance Program (SNAP) participants $1 for every dollar they spend on low-fat or nonfat milk. A community event was held at Mother’s Nutritional Center in San Bernardino, California, to launch HFMI Project Add Milk! at 78 Mother’s Nutritional Center grocery stores across Southern California. Rep. Pete Aguilar (CA-33) was in attendance.
The Add Milk! program was made possible through a $3 million cooperative agreement between the U.S. Department of Agriculture (USDA) and the Hunger Solutions Institute (HSI) at Auburn University’s College of Human Sciences through a program called Healthy Fluid Milk Incentives Projects. The HFMI pilot program was established as part of the 2018 Farm Bill to promote milk as part of a healthy, balanced diet aligned with the Dietary Guidelines for Americans. Overall, Americans are consuming less milk. Low-fat milk is an important part of a healthy diet, and health researchers warn that such declines in consumption over time could affect the health of future generations. Studies have shown that incentive programs such as Add Milk! increase the purchase and consumption of incentivized foods. The HFMI pilot project is expected to be operational in more than 700 locations in 18 states by the end of 2024, and Congress recently allocated an additional $3 million to expand the program to more stores and locations in the coming years.
How to use
The Add Milk! program provides incentives to SNAP participants who use their CalFresh EBT to purchase healthy milk options. For every dollar spent on fat-free and low-fat (1%) milk products (including lactose-free options), participants receive a subsidy worth $1 to use on CalFresh EBT eligible items. Participants can receive up to $10 in rewards per transaction.
The program is available at all Mother’s Nutritional Center locations throughout Southern California. For more information about Add Milk! in California and a complete list of locations, click here.
“This program allows our customers to get more out of their EBT payments, and the extra assistance means a lot to participants. Choosing to drink healthier milk and using the rewards to provide healthier foods for their families adds to the benefits. We’re honored to partner with Auburn University to provide this incentive to local CalFresh recipients,” said Richard Flores, president of Mother’s Nutritional Center.
“This new program will make milk more affordable for working families in the Inland Empire, reducing grocery spending and promoting healthy food choices in our communities,” said Rep. Pete Aguilar. “I’m pleased that the Inland Empire has been selected as the first region to launch the Add Milk program.”
“The Healthy Liquid Milk Incentive Project will enable more families to add nutritious milk to their diets, and is part of USDA’s broader efforts to support healthy eating habits among SNAP participants. Specifically, the goal of these projects is to promote milk as part of a healthy, balanced diet, consistent with the Dietary Guidelines for Americans,” said USDA Food and Nutrition Service Administrator Cindy Long. “We are pleased that the Milk Incentive Project will expand under Auburn University’s stewardship to 17 states and hundreds of retailers, including Alabama, California, Georgia and South Dakota.”
“Nutrition incentive programs like Add Milk are important in helping SNAP households gain access to healthy foods by not only providing a financial incentive, but also by working with local, independent retailers that already provide great customer service to SNAP households,” said Alicia Powers, managing director of the Hunger Solutions Institute in Auburn. “HSI is pleased to work with Mother’s Nutritional Center, a well-regarded California retailer known for its personalized shopping experience, stores in areas with limited food access, and appeal to a diverse customer base.”
“The expansion of the SNAP Healthy Fluid Milk Incentive Project means our most vulnerable Americans will have greater access to affordable, nutritious dairy products,” said Michael Dykes, president and CEO of the International Dairy Association. “Consumption of milk and its 13 essential nutrients is linked to healthy immune function, hydration, cognition, mental health, bone health, and a lower risk of type 2 diabetes and cardiovascular disease. During this time of rising food prices and increased food insecurity, it is critical that we find ways to make better use of SNAP dollars to help purchase nutritious foods.”
“We’re excited to partner with Mother’s Nutritional Center to bring the Add Milk! program to families in Southern California,” said Victor Gastelum, general manager of Alta Dena Dairy. “This program is so important to the community in this area, and milk plays a vital role in children’s nutrition. We’re helping to ensure that children and families who need dairy products have access to it.”
Photos from today’s event are available upon request.
International Dairy Foods Association (IDFA) Washington DC represents the U.S. dairy manufacturing and marketing industry, which supports more than 3.2 million jobs, generates $49 billion in direct wages and a total economic impact of $794 billion. IDFA’s diverse membership ranges from multinational organizations to single-plant companies, from dairy companies and cooperatives to food retailers and suppliers, all of whom are at the forefront of innovation and sustainable business practices. These members represent most of the milk, cheese, ice cream, yogurt, fermented products and dairy ingredients produced and sold in the U.S. and sold worldwide. Delicious, safe and nutritious dairy products provide unparalleled health and consumer benefits for people of all ages.
