About the Client:

Services

Manufacturer’s Representative for state-by-state approval in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC™).

Through generating awareness and advocacy among WIC directors and nutritionists, Blaze is able to get clients’ products accepted into the WIC program, influence participant food choices, and increase the variety and number of client products available to WIC participants.

Project

Once Upon a Farm is an organic family food company based in Berkeley, California that offers the first and only line of cold-pressed organic baby foods and applesauces. Key retail partners include Target, Kroger, Publix and Walmart among others. Early on, the company had a plan to grow into new categories with the goal of providing as many children as possible with the best-tasting, most nutritious and highest quality foods.

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC™) provides Federal grants to states for supplemental foods, health care referrals, and nutrition education for more than 7 million low-income pregnant and postpartum women, and to infants and children up to age five.  Every year, half of the nearly four million babies born in the U.S. participate in the WIC program. While a Federal program, product acceptance is determined at the state level.

Blaze was engaged to promote Once Upon a Farm’s WIC-eligible Organic Baby Food Bowls, the first line of refrigerated baby food eligible under WIC, and gain WIC-authorization state-by-state. Less than half of the 50 states currently approve organic products for infants, and Blaze also advocates for infant organics to be added to the WIC program in more states.

Blaze maintains regular communications with state and national WIC representatives, attends and exhibits at state and national WIC conferences, and submits applications for WIC authorizations while raising awareness of and promoting Once Upon a Farm.

Impact

Blaze has been representing Once Upon a Farm since February 2019, and has made significant progress on getting the company’s WIC-eligible baby food bowls authorized in the 14 states that currently accept organic fruits and vegetables for infants. In 2019, Blaze introduced and promoted Once Upon a Farm and their WIC-eligible products to over 3,000 WIC leaders, staff and stakeholders.