the us Department of Agriculture’s Food and Nutrition Service (FNS) has issued a proposed rule that will revise regulations governing the Women, Infants and Children (WIC) food packages so that they better reflect the 2005 Dietary Guidelines for Americans.

The proposed rule adds fruit and vegetables to the WIC food packages for the first time.

Fresh, canned, dried and frozen fruit and vegetables would be authorised for children and women in differing amounts, according to their benefit brackets.

The Institute of Medicine (IOM) recommended that fruit and vegetables be provided at levels of $10 (£5.32) per month for women and $8 (£4.25) per month for children.

However, to balance its budget, USDA has reduced this recommendation by $2 (£0.53) for both women and children.

Therefore, this proposed rule establishes the value of fruit and vegetable vouchers at levels of $8 (£4.25) per month for women and $6 (£3.19) per month for children.

Kathy Means, PMA vice president of government relations said: “IOM’s scientific reports and our own common sense confirm that vulnerable populations, such as WIC Programme participants, need access to fresh fruit and vegetables.

“In addition to providing health benefits, consuming fresh produce helps combat health problems including obesity and problems associated with being overweight,” Means said.

PMA has said it supports the IOM’s recommendation and is encouraging the USDA and state agencies to find cost containment without cutting into fruit and vegetable allocations so that women and children get the extra allocations.

Means said: “The goal of the proposal is to maximise the programme’s nutrition profile without increasing costs.

“Cutting costs, at the expense of good nutrition, is not a balanced trade-off to the programme’s purpose of providing supplementary nutrition to participants.”

The proposal to provide a dollar amount that can be used for fruit and vegetables in stores and farmers’ markets takes into account seasonality, price fluctuations, and differing culture-related food preferences.

Means added: “We also support the agency’s recommendation that small denomination payment options be included so that participants can buy fresh produce frequently and cut down on waste.”

SEEL TAKES ON EDUCATION

PMA is marking its drive to attract and guide the next generation of produce industry leaders, with the appointment of former vice president Cindy Seel as the executive director of its newly established, tax-exempt Education Foundation.

Seel, an executive with 20 years of association experience, was confirmed as the first staff executive during the Education Foundation’s board meeting on August 12.

Seel worked for PMA from 1997-2002 and is well versed in not-for-profit structure, management and member service.

PMA president Bryan Silbermann said: “This opportunity demonstrates PMA’s commitment as a leader of the produce industry and our commitment to building the industry’s future, a task that is surely among the most important for any organisation looking beyond the horizon.”