Healthy Food Rebates: An Idea to Encourage Healthy Shopping

Unfortunately, eating healthfully and eating cheap don’t always go hand-in-hand. But nutrition is a vital piece of living a healthy life, and a new idea has started to surface to promote healthier shopping; cash back on healthy food.

wegmans-produce-section--large-msg-116085283585This week, NPR published an article titled, Cash Back on Broccoli: Health Insurers Nudge Shoppers To Be Well. The article is about an innovative partnership between a health plan and a grocer. In this case, Wal-Mart (grocer) teamed with HumanaVitality (health plan) to offer rebates on foods that were labeled “Great for You.” For this partnership, the “Great for You” rebate was 5%, and it applied only to HumanaVitality members that shopped at Wal-Mart.

The idea has been successful in other countries (South Africa has shown that this idea supports healthier shopping habits), but the HumanaVitality/Wal-Mart partnership is the first of its kind in the US. The idea sounds great, but the verdict is still out on whether or not it’s making an impact on shopping habits.

So we wondered, would a 5% kickback be enough to change the way you shopped? And, besides grocers, who could health plans team up with to provide incentives for healthier living? We’d love for you to weigh in.

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