Retailers

Program Goals

The Program, in conjunction with WIC local agencies, have developed the following goals in order to achieve better customer service and improve WIC services to both participants and authorized WIC retailers.
 

• Foster positive working relationships between retailers, the State WIC Program, local agency WIC staff, and WIC participants.
• Ensure that WIC participants, local agency WIC staff, and staff in authorized WIC stores are advised of the Program’s policies and procedures and how to handle WIC transactions appropriately.
• Work with WIC-approved retailers and participants to ensure that only the prescribed foods are purchased.
• Ensure that an adequate number of retail stores are maintained to accept WIC checks based on WIC participant access, competitive prices, and availability of WIC foods.
   

These goals can be met through the joint efforts of the State WIC Program, WIC local agencies, retailers, and WIC participants.

A Colorado WIC Retailer Handbook has been developed for authorized WIC retailers and sets forth the roles and responsibilities of WIC-approved retailers and the State and Local Agency Retailer Coordinators (LARC). Retailer Coordinators are available both at the State and local level to work with retailers authorized in the WIC Program food delivery system. The handbook can be obtained by contacting the State WIC office at 303-692-2400.

Partnering with WIC for Colorado Kids

Partnering with WIC for Colorado Kids
Retailer Training Video

Watch this video to learn more information about the important partnership between the Colorado WIC Program and authorized WIC retailers.

Do you have questions about how to use the Allowable Foods List? Watch this video for more details.

• Closer Look: Allowable Foods List (English)
• Closer Look: Allowable Foods List (Spanish)

New Food Package Implementation

The new food packages better meet the needs of WIC participants, and reflect current nutritional science and public health concerns. These food packages also boost WIC's efforts to promote optimal nutrition and breastfeeding, and better accommodate participants with cultural food preferences. The new food packages still contain foods traditionally found in the WIC food packages, including:

• fresh and frozen fruits and vegetables
• dairy alternatives such as tofu and soy beverage
• more whole grain choices, including 100% whole grain bread, brown rice, and soft corn tortillas
• canned beans
• more varieties of canned fish
• and fresh bananas and jarred baby foods for infants
• milk, cheese, and eggs
• cereal
• 100% fruit and vegetable juices
• dried beans and peas
• peanut butter
• infant formula

Retailer Authorization

All WIC food vouchers issued within the Program are redeemed by a limited number of authorized grocery stores, pharmacies and commissaries. The Program does not authorize every retailer that applies. Authorization is based on the need for a retailer within an area and the following selection and limiting criteria:

Retailer's Authorization

All WIC food vouchers issued within the Program are redeemed by a limited number of authorized grocery stores, pharmacies and commissaries. The Program does not authorize every retailer that applies. Authorization is based on the need for a retailer within an area and the following selection and limiting criteria:

Selection Criteria
 

• The store must be a full-service grocery store with a primary function of selling groceries.
• The store must maintain regular business hours.
• The store must meet the  Minimum WIC Food Stocking Requirements  in sufficient quantities to meet the needs of WIC participants.
• The store must not have had a SNAP or WIC Program disqualification or civil money penalty imposed within the last two years, or be currently disqualified from either program.
• The store must not discriminate on grounds of race, color, national origin, gender, religion, age, disability, or political beliefs and makes reasonable accommodations for shoppers with disabilities.
• The store must purchase infant formula from approved suppliers. 
• Approved Suppliers of Infant Formula

Limiting Criteria
 

The Program, as required by federal regulations, authorizes a limited number of WIC retail stores that will ensure participant accessibility and allow Program staff to effectively monitor and review authorized WIC retail store performance. In addition to the Selection Criteria listed above, the following Limiting Criteria is used to determine retailer eligibility in the Program: 
 

• Metropolitan areas: For retailers located in metropolitan areas (metropolitan locations are listed in the Retailer Handbook), no Retailer will be authorized when either of the following stipulations is true:

  • The participant/store ratio in the local agency is less than or equal to 200:1. OR

  • Five or more retailer stores are authorized in the same zip code as the applicant at the time of the application review.
     

• Outside of Metropolitan areas: For retailers located outside of metropolitan areas (i.e. areas not listed as metropolitan in the Retailer Handbook), no Retailer will be authorized when either of the following stipulations is true: 

  • The participant/store ratio in the local agency is less than or equal to 50:1. OR

  • Three or more retailers are authorized in the same zip code as the applicant at the time of the application review.
     

An exception to these criteria will be made if inadequate participant access would result from denial of a retailer's application or disqualification of another retailer in the service area. If you are interested in becoming a WIC authorized retailer or have questions about the WIC food delivery system, please call 303-692-2400.

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