Independent Health, located in Buffalo, N.Y., is the first health plan in New York State to introduce money-back rewards for buying fresh fruits and vegetables. The benefit will be available beginning Jan. 1, 2014.
Plan members will earn $1 credit for in-store grocery purchases for every $2 spent on fresh fruits and vegetables at Tops Friendly Market Stores across Western New York.
For small employer group plans, the incentive will be part of the standard benefits offering. For large employers, it will be available as a separate provision that they can add if they wish.
“Diet and exercise are key contributors to wellness and good health,” says Dr. Michael W. Cropp, president and CEO of Independent Health. “Providing easier access to healthy eating and better nutrition is one of the many tools Independent Health offers our members to help them become more engaged in their health and develop sustainable fitness and lifestyle behaviours.”
Eating plenty of fruits and vegetables as part of an overall healthy lifestyle helps reduce the risk of heart disease, including heart attack and stroke, and protects against certain types of cancers, according to the U.S. Department of Agriculture.
Such a diet is also known to help lower blood pressure, reduce the risk of eye and digestive problems, and bring down blood sugar levels, which, in turn, can help keep an individual’s appetite in check.
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