WIC retailer general information

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.
  • Make sure 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 make sure only the prescribed foods are purchased.
  • Make sure an adequate number of retail stores are maintained to accept eWIC cards 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 that 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 levels to work with retailers authorized in the WIC program food delivery system. The handbook is available in PDF form or by contacting the state WIC office at 303-692-2400.

Video: WIC: Simplified Retailer Training Video
A guide to WIC foods, services and procedures for retailers.

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.
  • Whole grain choices, including 100 percent whole-grain bread, brown rice and soft corn tortillas.
  • Canned beans.
  • Varieties of canned fish.
  • Fresh bananas and jarred baby foods for infants.
  • Milk, cheese and eggs.
  • Cereal.
  • 100 percent fruit and vegetable juices.
  • Dried beans and peas.
  • Peanut butter.
  • Infant formula.