Fresh Connect, a technology platform that helps health plans and providers connect patients with nutritious food, has expanded its offerings to include four specialized nutrition benefit cards and a new companion mobile app.
The upgrades aim to make it easier for healthcare organizations to address diet‑related chronic conditions through targeted grocery benefits.
The Fresh Connect platform allows health plans, hospitals and clinicians to provide “food is medicine” benefits into patients’ digital wallets. Patients can then spend those benefits at more than 35,000 retail locations nationwide, including major chains and independent grocers. The platform integrates with over 1,000 electronic medical record (EMR) systems, enabling clinicians to order food benefits the same way they prescribe medication.
“Healthcare is waking up to the reality that you cannot treat chronic disease without addressing nutrition,” said co‑CEO Nicole J. Williams. “These new tools allow us to meet patients where they are, with benefits that match their specific clinical needs.”
The four nutrition cards are designed for distinct patient populations:
- Heart Health Card – For members managing cardiovascular conditions;
- Diabetes Card – For members managing diabetes or pre‑diabetes;
- Maternal Health Card – For pregnant and postpartum members; and
- General Produce Card – A versatile benefit covering fresh fruits and vegetables.
The new companion app lets members check balances, view transaction history and receive personalized nutrition recommendations based on their specific health conditions.
For independent grocers, the Fresh Connect expansion opens a new revenue channel. Accepting these specialized nutrition benefit cards works like any other SNAP or WIC transaction at the point of sale. Grocers who promote their acceptance of these cards – especially heart health, diabetes and maternal health cards – may attract patients who are actively seeking stores where their benefits are welcome.
Unlike traditional EBT, these cards are tied to specific clinical diagnoses, meaning cardholders have a long‑term incentive to shop at retailers that reliably accept their benefits. Independent grocers should ensure their point‑of‑sale systems are configured to accept these benefits and train front‑end staff to recognize the cards.
How it works
Fresh Connect works with health plans, employers and provider groups to fund nutrition benefits. Qualified members receive a Fresh Connect‑powered card loaded with monthly or per‑episode benefits. They can then use the card at participating grocery stores, farmers’ markets and online retailers. The companion app provides guidance on which foods support their specific condition.
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