Healthy Food Incentive Program

The Wisconsin Department of Health Services (DHS) Division of Medicaid Services (DMS) is soliciting applications for nonprofits to administer the Healthy Food Incentive Program, as established under 2023 Wisconsin Act 201 . Through the Healthy Food Incentive Program, FoodShare members can get an incentive for using their benefits to buy fruits and vegetables at eligible retailers throughout the state.

Every FoodShare member in Wisconsin must be eligible for the incentive.

What is the funding for?

Funding will be used to administer the Healthy Food Incentive Program for all FoodShare members in Wisconsin. DHS will select organizations to administer the program in each region of Wisconsin . Applicants may apply to administer the program in more than one region.

Eligibility criteria

To be eligible, an agency must:

• Be a 501(c)3) designated organization.
• Be located in Wisconsin.
• Operate the program in one or more region in Wisconsin .
• Work with retailers who source fruits and vegetables primarily from growers in Wisconsin.

Organizations selected to administer the program will:

• Design the program structure.
• Conduct program outreach.
• Administer the program.
• Collect data on program activities to measure success.

How can the funding be used?

The total budget for the program is $425,000. Up to 25% of the total program budget ($106,250) will be allocated for administration costs. The amount for the administrative costs will be divided across the five regions. If a recipient is selected to administer the program in more than one region, they will get the allotted amount for each region they are administering the program in.

The rest of the funding will be allocated to retailers to support the incentives earned by FoodShare members for purchasing qualifying fruits and vegetables. Incentive funding will be evenly divided across the five regions.

How can organizations learn more?

DHS is hosting a webinar for organizations to learn more about the opportunity to administer the Health Food Incentive Program on Wednesday, May 28 at 12:00 p.m. CST. In this webinar, we will go over the eligibility criteria, program roles, required application questions, timeline, and review process.

Register for the webinar

How can organizations apply?

Organizations must submit a program application (PDF) and completed budget template (Excel) to DHSDMSPass@dhs.wisconsin.gov by 11:59 p.m. central time June 13, 2025.

Who do organizations contact with questions?

Questions about this RFA must be sent to DHSDMSPass@dhs.wisconsin.gov by 11:59 p.m. CST on Friday, May 23. DHS will upload the submitted questions and their answers to this page on Friday, May 30.