West Virginia WIC
Food Package Rollout
West Virginia WIC Food Package Rollout
Challenge
Ahead of West Virginia WIC’s April 1, 2026, food package rollout, the program faced the challenge of updating all participant, retailer, and internal materials while navigating evolving federal guidance and ongoing manufacturer and product changes. The new food package also introduced culturally appropriate food substitutions, requiring clear and consistent communication across a wide range of stakeholders, including WIC staff across 57 local agencies, more than 250 grocery retailers, 200+ farmers markets, cashiers, and statewide program participants.
Objective
The goal was clear – reduce point-of-sale confusion for participants and retailers while ensuring all communications were accurate, accessible, bilingual where needed, and ready for launch. The project also aimed to modernize program resources by transitioning from traditional printed materials to interactive digital tools accessible through the WICShopper™ app.
Solution
TMG developed a flexible, audience-focused communications system that could adapt to evolving federal guidance and changing food package requirements. The strategy included creating scalable templates, interactive digital resources, and print materials tailored for participants, retailers, and agency staff. This approach allowed content to be updated quickly without disrupting production timelines.
Deliverables
This approach allowed us to balance compliance with evolving regulatory requirements while maintaining clarity, accessibility and speed. The resource library included the following materials:
Retailer Support
- Cashier Tips/Deescalation Cards
- Cashier Training Manual
- Cooler Clings
- Shelf Tags
- Vendor Handbook
- Vendor Portal Reference Guide
Participant Support
- Addition/Deletion Tool
- e-WIC Benefits (in English & Spanish)
- Shelf Talkers
- Shopping Guide (in English & Spanish)
- Special Insert
- Technology Brochure
- Vendor Listings
Execution
TMG updated and redesigned a total of 13 food package-specific resources and more than 30 additional materials incorporating new farmers market information, eligibility requirements, and program updates.
A template-based production system was created for larger resources such as Shopping Guides and the Addition/Deletion Tool, enabling continuous revisions as food categories were finalized. Materials were developed in both print and digital formats, with interactive versions integrated into the WICShopper™ app to improve accessibility and usability statewide.
Results
West Virginia WIC successfully launched a complex statewide program change with clear, accessible, and audience-specific communication tools that supported participants, retailers, and staff statewide. The integrated print and digital materials equipped local agency staff with usable tools for the real-world implementation of a complex food package across the state.
This food package rollout demonstrated TMG’s ability to manage evolving requirements, meet tight deadlines, and transform complex policy changes into practical, user-friendly tools for real-world implementation.
Client
