Following the success of a pilot in Cornwall and Devon last year, the Government’s Healthy Start scheme is to be rolled out nationwide from November.
The initiative replaces the existing Welfare Food Scheme but in addition to milk vouchers, pregnant women and children under four in low-income families will be entitled to an allowance for fruit and vegetables as well.
Some 300 out of the 430 retailers who signed up to the scheme in Devon and Cornwall have fruit and veg provisions and although no official data is available, a step-up in produce sales has been detected, according to the Department of Health.
A spokesman said: “The rapid evaluation undertaken for phase one concluded that beneficiaries are purchasing more fresh fruit and veg following the introduction of the vouchers.”
All retailers of milk, fruit and veg in the region are eligible to sign up to the scheme, including Organic companies.
Tony Misson of Riverford Home Delivery, an organic delivery service in West Cornwall, said his participation in the scheme is working well.
He added: “[Customers] can enjoy the best seasonal produce, and it also means children can develop an interest in healthy eating and knowledge of where their food comes from.
“The redemption process is quick and simple with the funds being paid directly into our bank within a few days and the whole system is totally smooth and efficient.”
The DoH is hoping retailers across the rest of the country will be equally enthusiastic about joining the scheme.
The spokesman said: “We are continuing to work with contractors to ensure a good coverage of Healthy Start retailers across the UK for the introduction of phase two of the scheme, expected to be in November, and we expect a large number of those to offer fruit and veg.”
