NGFN Regional Lead Team initiative provides free, fresh, local produce to Los Angeles County WIC customers

FOR IMMEDIATE RELEASE            

April 2, 2009                    

Contact:
Vanessa Zajfen 323.341.5092; vzajfen@oxy.edu

                                                Debra Eschmeyer  419.753.3412; deschmeyer@oxy.edu

PIXIES FOR THE PEOPLE

Free tangerines fresh from the farm at three Los Angeles County WIC-only stores

LOS ANGELES: A new initiative by the Center for Food & Justice to deliver fresh local food to low income Women, Infant, and Children (WIC) recipients sprouted today. Three WIC-only retail chains will give away free bags of fresh local food each month with April starring locally grown Pixie Tangerines.

“Organic, local, fresh, and free fruits and vegetables are now available for WIC recipients. I am very proud to be delivering the first cases of pixies direct from my farm,”  stated Jim Churchill, Ojai Valley Farmer.

This new food line capitalizes on innovative adaptations of the retail Harvest of the Month (HOTM) program and the new WIC food package to take effect in October 2009. WIC is a federally-funded health and nutrition program for women, infants, and children. 

“Following the Harvest of the Month format, WIC-only retail locations will select a single fresh fruit or vegetable item, like this month’s Pixie Tangerines, to highlight. The local HOTM item will be promoted in stores through educational materials and promotional activities such as an free taste tests, free recipes cards, nutritional information or “discounted” rates or coupons for purchasing additional quantities of the fresh HOTM local food item,” explained Vanessa Zajfen, Farm to Institution Program Coordinator.

The pixies will be available for free for the full month of April or while supplies last.

Store locations:

• Prime Time Nutrition, 701 W. Avenue k#108, Lancaster, CA 93534
• Mother’s Nutrition, 700 W. Imperial Hwy., LA 90044
• Fiesta Plaza, 1022 E. Chevy Chase, Unit E., Glendale