National WIC Association

WIC's Cash Value Benefit (CVB) Increase: What Does It Mean For Me?

May 14, 2021
Categories: COVID-19 Healthy Foods Nutrition Education Toolkit

What is WIC's Cash Value Benefit?

The vegetable and fruit cash-value benefit (CVB) was first introduced in 2007 as part of a decade-long effort to increase the nutrition standard of WIC-approved foods. It allows participants to purchase vegetables and fruits as part of their WIC food package. Under normal circumstances, the monthly CVB is $9 per child and $11 for pregnant, postpartum, and breastfeeding women.

Thanks to the American Rescue Plan, state agencies can temporarily provide up to $35 per child and adult, per month. State agencies could opt-in starting in March and continuing for up to four consecutive months between now and September 30, 2021. Find a list of the states that have opted-into the increase here.

The CVB is credited with improving the diets of WIC families. With this increase, WIC participants can buy and consume even more healthy fruits and vegetables!

What WIC Participants Need to Know

If you receive WIC benefits, this change will be automatic for you! Contact your local WIC agency to learn more details about the CVB increase in your state. 

What WIC Staff Need to Know

USDA has offered states, tribal nations, and territories the option of boosting the CVB to provide additional relief during the COVID-19 pandemic. Read USDA's press release here.

CVB Messaging Toolkit for WIC Community and Partners

NWA has created social media messaging toolkits on the temporary CVB increase. We encourage WIC agencies and partners to share all content within the toolkit through various communication channels as we work to highlight this historic investment in the WIC food package.

The English toolkit includes a press release template that explains what the CVB is; plain language for emails and text messaging on what the increase will mean for WIC families; and promotional graphics. The graphics are also translated into Spanish, Burmese, French Creole, and Traditional Chinese.

Please feel free to share these graphics with colleagues, partners, participants, and friends!

  • Click HERE for English.
  • Click HERE for Spanish.
  • Click HERE for Burmese.
  • Click HERE for French Creole.
  • Click HERE for Traditional Chinese.