JPMA and Umoja Health, in partnership with The Chickasaw Nation WIC Program, have launched a pilot allowing participants in the Special Supplemental Nutrition Program for Women, Infants and Children to shop for eligible foods online, place orders electronically and have groceries delivered to their homes.
Powered by WICShopper Online, the pilot offers an alternative for families facing transportation, mobility or geographic barriers to shopping at brick-and-mortar, WIC-authorized retailers.
“Online grocery shopping has become commonplace, and WIC participants deserve access to the same convenient shopping options available to other consumers,” said Heidi Staats, director of WIC innovation and partnerships at Houston, Texas-based Umoja Health.
“Through WICShopper Online, JPMA and Umoja Health are helping State Agencies reach families in rural and underserved communities while creating new online shopping and home delivery opportunities for small, independent, minority- and tribal-owned retailers,” she added.
According to its website, 13 counties in south-central Oklahoma comprise the boundaries of the Chickasaw Nation.
Removing in-person barriers
Traditional WIC shopping generally requires participants to redeem benefits in person at an authorized retailer, including entering a PIN in front of a cashier. Participants also cite difficulty finding WIC-approved products, navigating out-of-stock items and feeling embarrassed at checkout. WICShopper Online lets participants identify eligible foods, build an order, redeem benefits and schedule delivery, complementing the existing WIC retail system.
“WICShopper is trusted by over 1.4 million families each month for shopping assistance, and this pilot brings that same trust and reliability to online ordering,” said Ryan Magee, president of JPMA, which says it developed the first mobile app for WIC participants. “By extending the experience to online ordering and home delivery, we’re clearing the way for families to access the full nutritional benefits WIC provides.”
WIC is a federally funded nutrition program administered by state agencies and Indian Tribal Organizations, serving pregnant, breastfeeding and postpartum women, infants and children up to age 5 at nutritional risk. According to USDA’s Economic Research Service, WIC served about 6.8 million participants monthly in fiscal 2025, including an estimated 41 percent of all U.S. infants.
JPMA has provided WIC technology solutions for more than 20 years; its WICShopper app is used by 36 WIC state agencies and Indian Tribal Organizations. Umoja Health works with community organizations and government agencies on food access, Food Is Medicine programs and WIC and child nutrition modernization.
Related: Meijer First In Michigan To Accept WIC For Online Grocery Orders