Insurer ensures healthy members with healthy eating incentives

A US health insurer has come up with a novel way to ensure its members stay healthy: money-back rewards for buying fresh fruits and vegetables.

Independent Health members will earn $1 credit for every $2 spent on fresh fruit and vegetables at Tops Friendly Market stores in the west of New York state, with up to $1000 available per family plan and $500 per single plan annually.

Independent Health President and CEO Dr Michael W Cropp says the nutrition benefit seeks to improve the health and wellbeing of the community by making access to fresh fruit and vegetables affordable, and by keeping its members engaged and well informed about the benefits of proper nutrition and reduced risk factors.

“Diet and exercise are key contributors to wellness and good health,” said Dr Cropp. “Providing easier access to healthy eating and better nutrition is one of the many tools Independent Health offers its members to help them become more engaged in their health and develop sustainable fitness and lifestyle behaviours.”

“Creating greater access to quality, affordable and healthy food consumption is a critical step in improving our population’s health and wellness,” said Jennifer Kovalick, a nutritionist from Independent Health.