Market 32/Price Chopper is partnering with NationsBenefits, a healthcare financial technology (fintech) company, to make it easier for eligible customers to use their health plan benefits to buy groceries and over-the-counter health and wellness items at all 129 stores across its six-state footprint.
The result is a simplified shopping experience that aligns with the company’s support of evidence-based “food-as-medicine” approaches to health and wellness, recognizing that access to nutritious food is foundational to long-term health. It’s particularly impactful for customers managing diet-related conditions or those facing economic barriers to eating well.
“At Market 32 and Price Chopper, we’re always looking for new ways to make nutritious, high-quality food and essentials more accessible,” said President Blaine Bringhurst. “This collaboration builds on our ongoing efforts to support the well-being of our customers, helping them maximize their benefits while making healthier choices for themselves and their families. It’s a seamless experience that empowers shoppers and reflects our commitment to value, convenience and helping care for the communities we serve.”
NationsBenefits’ proprietary Basket Analyzer Service (BAS) platform utilizes Mastercard-powered infrastructure, helping health plan members take full advantage of their benefits at Market 32/Price Chopper in New York, Vermont, New Hampshire, Massachusetts, Connecticut and Pennsylvania.
The integration allows real-time adjudication and compliance for an efficient checkout experience free from benefit confusion, ineligible transactions and delayed processing.
“BAS technology is redefining how members access and use their healthcare benefits – making it as seamless as any other financial transaction,” said Michael Parker, co-CEO of NationsBenefits. “Our fintech-driven approach eliminates barriers between health plans, retailers and members, ensuring benefits are effortlessly utilized, fully compliant, dietitian-approved and driving meaningful engagement and better health outcomes.”
With food insecurity directly linked to poor health outcomes, NationsBenefits and its retail network are working to expand access to nutritious foods through supplemental health plan benefits. Research shows that low-income people with limited access to fresh, healthy foods are at significantly higher risk for diet-related chronic diseases.
“Market 32 and Price Chopper have been at the forefront of ensuring shoppers have the information they need to support the well-being of their whole family for many years,” said Ellie Wilson, manager of lifestyle and wellness for the retailer “Expanding benefit programs through local grocery stores that may also have a pharmacy is a holistic solution that addresses a range of needs in one familiar setting.
“It’s a win-win for customers and communities and aligns with our mission to assist those seeking to feed and care for their families.”
About Market 32/Price Chopper
Based in Schenectady, New York, Market 32/Price Chopper operates 129 supermarkets with 16,000 employees in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire.
[RELATED: Market 32/Price Chopper Expands Fresh Produce Access Through DUFBNY Program]