Baby food brand Happy Family Organics is offering its Happy Baby Clearly Crafted line in jars, making it available to low-income families who use WIC public assistance to purchase food.
Through federal grants to states, WIC—the Special Supplemental Nutrition Program for Women, Infants, and Children—supports low-income households who are nutritionally at-risk. These families receive funds for a defined set of foods to help subsidize the cost of feeding their children.
"We pride ourselves on developing products and solutions that center around the evolving needs of today's families with organic nutrition at the core," said Shazi Visram, founder and “chairmom” of Happy Family Organics. "From day one, we've supported under-served communities through donations and partnerships with non-profits, but it has always been a dream of mine to provide all families with more seamless access to organic products they need and want."
Although nearly two million babies a year are born into families eligible to participate in WIC, the program allows the funds to be used to purchase very few organic options. Only 12 states approve organic products for infants at all.
Jars of specific size and price are one of the few organic baby food formats authorized for purchase through WIC. The Happy Baby Clearly Crafted Jars line was created as an option that is accessible for all families.
The initial launch of the Clearly Crafted line in 2016 was a response to parents' interest in more openness and honesty from companies. At HappyFarms.com, parents can learn more about the exact farms from which ingredients are sourced, as well as access nutritional information and chat with lactation specialists.
Happy Family Organics is working with various state WIC organizations toward state authorization of its Happy Baby Clearly Crafted Jars, which are already WIC-authorized in Florida, Minnesota, Texas, West Virginia and Vermont.
Source: Happy Family Organics