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Brooklyn, NY
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The Future of Taste


Spotlight on Wholesome Wave

Sarah Zorn

Working together, environmentally conscious restaurateurs, such as Paul Kahan and Marc Vetri, and purveyors like Dave Cleverdon, of Kinnikinnick Farm in Caledonia, are paving the way in farm-to-table dining. But just as integral to the local/sustainable food cycle are innovators like Michael Nischan, the CEO of Wholesome Wave, which seeks to make fresh fruits and vegetables affordable and available to low-income families, improving health outcomes, generating additional revenue for small and mid-sized farm businesses, and bolstering local and regional economies.

Working collaboratively with farmers, farmers markets, community leaders, healthcare providers, nonprofits and government entities, Wholesome Wave has established a list of initiatives, including a Double Value Coupon Program, which doubles the value of consumers’ federal nutrition benefits when spent at farmers markets, a Fruit And Vegetable Prescription Program, providing families affected by diet-related diseases with a prescription for fruits and vegetables, to be spent at participating farmers markets and retail outlets, Healthy Food Commerce Investments, which improves the supply chain for local food by working with food hubs, to structure investments and enter large wholesale markets, and an Innovations Lab, which identifies breakthrough ideas, tests them in the field, and creates cutting edge solutions that lead to the creation of a vibrant, just and sustainable food system. And so far, Wholesome Wave has been able to implement these programs throughout 25 States and Washington D.C., working with more than 3,500 farmers, 73 community-based partners and 350 markets, as well as various hospitals and community health centers.

That’s why we’re honored to have Nischan join us during Taste Talks Chicago, along with Kahan, Vetri and Cleverdon, to discuss The Evolution of the Farm Dinner in City Dining, and why (thanks to organizations like Wholesome Wave), you no longer have to be wealthy to eat healthy!

Taste Talks Food & Drink hits Chicago October 3-5, 2014. See the full schedule and buy tickets here.