WIC staff outline benefit changes, outreach and phone-based services to boost participation

Taylor Sumter, the department’s breastfeeding peer counselor, told the board that state updates to WIC food packages in January 2026 expanded flexibility and cash-value benefits and have increased participant satisfaction and utilization. "Our main priorities are to improve access to food, breastfeeding support, and reduce barriers to service," Sumter said, and described changes that include more fruits and vegetables, tuna for women, and greater flexibility for parents to tailor packages to family needs.

Sumter said the county has increased outreach to pediatric and OB/GYN offices, local hospitals (Catawba Valley Medical Center and UNC Blue Ridge), and community partners (including Smart Start and church partnerships) to strengthen referral pathways. She described operational changes the state allowed—such as certifying participants by phone for annual appointments—which the WIC office says has reduced no-shows and improved appointment completion rates.

Planned community events include a public breastfeeding-awareness fair on Aug. 14 at Mulberry Rec (11 a.m.–2 p.m.) and a summer farmers-market program running May–October, and the office will partner with the Enola Group to provide a breastfeeding-support café at community playgroups.

Sumter said the program aims to expand outreach and strengthen referral networks to local dentists, food banks and other services to improve access.

The board thanked WIC staff for the work and had no motions associated with this report.