In a strategic move aimed at improving access to healthy food options, regional supermarket chain Vowell’s Marketplace has aligned with NationsBenefits, a leader in supplemental benefits and healthcare fintech solutions. This partnership entails a direct point-of-sale integration enabled by NationsBenefits’ proprietary technology solution, BAS, which enhances item restriction capabilities.

As of September 17, 2024, the collaboration allows members of Medicare Advantage and Medicaid to use the NationsBenefits Benefits Mastercard Prepaid Card to shop for eligible healthy groceries, pantry staples, and over-the-counter (OTC) items at 13 Vowell’s Marketplace and Cash Saver locations across Mississippi and Alabama, including cities like Byram, Philadelphia, and Meridian.

Michael Parker, COO of NationsBenefits, expressed enthusiasm for the partnership, stating, “We are excited to join forces with Vowell’s and expand our retail network to include their supermarkets in Mississippi and Alabama. Through our tech-driven solutions, we ensure that health plan members have convenient access to essential groceries, empowering them to make healthier choices to improve their overall well-being.”

This initiative not only opens up access to nutritious foods but also aligns with a broader movement within healthcare to leverage food as a means to enhance health outcomes. The use of the Benefits Mastercard Prepaid Card provides a personalized financial tool for members, allowing for accessible funds allocated for purchasing approved healthful items. These funds can be distributed monthly, quarterly, or annually, facilitating regular grocery shopping without the hindrance of financial constraints.

Todd Vowell, president of Vowell’s, echoed this sentiment: “We are thrilled to join NationsBenefits in this initiative. By integrating the Benefits Mastercard Prepaid Card at our locations, we are making it easier for our customers to access the healthy products they need to support a healthy lifestyle.”

The NationsBenefits initiative mirrors similar efforts in the grocery retail industry. Earlier in April 2024, Albertsons Cos. incorporated NationsBenefits into their extensive network of grocery and OTC retailers, allowing Medicare Advantage members the ability to purchase groceries through the Benefits Pro Portal at thousands of Albertsons locations. This approach marks a significant trend in how grocery retailers are adapting to support health plan members, showcasing the growing narrative of “food as medicine.”

For those unfamiliar with the concept, “food as medicine” suggests that access to healthy food is integral to health and wellness. By improving access to nutritious food, healthcare systems can effectively reduce reliance on medical treatments and promote preventive care. Through strategic partnerships like that of Vowell’s and NationsBenefits, grocery stores are positioned as essential health partners.

In a recent survey by the Food Research & Action Center, 74% of participants acknowledged that access to fresh produce is a primary need among families on a budget. With the integration of benefit cards at supermarkets, especially in underserved areas, members of Medicare Advantage and Medicaid can now buy healthy groceries without financial barriers. This type of direct support has the potential to significantly impact community well-being and nutritional outcomes.

The partnership between Vowell’s Marketplace and NationsBenefits is indicative of a progressive shift in the grocery landscape. By prioritizing health and well-being with the tools to facilitate access to nutritious food, both companies contribute to a more health-conscious community model. Supermarkets are evolving from merely places to shop to pivotal players in the healthcare ecosystem.

Retailers, including Vowell’s, are embracing technology and innovative payment solutions that cater to the specific needs of their customers. In the age of e-commerce, the focus on meaningful customer interactions—with an emphasis on well-being—could lead to increased brand loyalty and an enhanced shopping experience.

In summary, the collaboration between Vowell’s Marketplace and NationsBenefits is a noteworthy advancement in the intersection of retail and healthcare, showcasing how supermarkets can leverage technology to meet community health needs effectively. As this trend evolves, it paves the way for other retailers to adopt similar models, highlighting the growing recognition of the vital role food plays in overall health.