United States – – September 23, 2026 -- JPMA and Umoja Health have launched a pilot program enabling WIC participants to shop online and receive home delivery through WICShopper Online, targeting families facing transportation and mobility barriers to in-person redemption.
Pilot removes in-person PIN redemption requirement for WIC benefits
Traditional WIC redemption requires participants to shop at an authorized retailer and enter a Personal Identification Number in front of a cashier, a process participants have cited as a source of embarrassment and logistical difficulty. WICShopper Online allows users to identify eligible foods, build an order, redeem benefits digitally, and schedule delivery without visiting a store.
Platform already serves 1.4 million families monthly through existing mobile app
WICShopper, JPMA's core mobile application, is used by 36 WIC state agencies and Indian Tribal Organizations, supporting more than 1.4 million families with nearly 7 million shopping sessions per month. The new online pilot extends that existing user base and trust infrastructure into e-commerce and home delivery.
Program aims to open new revenue channels for minority- and tribal-owned retailers
Heidi Staats, Director of WIC Innovation and Partnerships at Umoja Health, said the initiative helps State Agencies reach rural and underserved communities while creating online shopping and delivery opportunities for small, independent, minority- and tribal-owned retailers.
WIC program served 6.8 million monthly participants in fiscal 2025
According to the U.S. Department of Agriculture's Economic Research Service, WIC served approximately 6.8 million participants monthly in fiscal year 2025, including an estimated 41% of all infants in the United States. The program is administered by State Agencies and Indian Tribal Organizations and serves pregnant, breastfeeding, and postpartum individuals along with infants and children up to age five determined to be at nutritional risk.
Ryan Magee, President of JPMA, said the online extension clears the way for families to access the full nutritional benefits WIC provides.