Walmart truly has the power to nudge the American public in the right direction when it comes to healthy behavior. In an attempt to prevent disease and promote well-being, Walmart and insurance company, Humana, announced a partnership to make healthy food options more affordable for consumers. This announcement marks the first relationship of its kind between a retailer and a healthcare provider, but if all goes well, more will likely follow suit.
Beginning October 15th, more than one million Americans enrolled in the healthcare giant's wellness program, HumanaVitality, are eligible for a 5% discount on healthy grocery purchases at Walmart.
The discount will be applied towards any groceries marked with a “Great For You” logo and includes items such as fresh fruit, vegetables, lean cuts of meat, skim milk, brown rice and some packaged goods.
The program launches in Walmart stores nationwide with the intention of reducing cost concerns related to healthy eating. Many Americans avoid fresh foods because they view them as a financial burden. The discount should direct consumers towards healthier purchases and away from harmful, processed foods.
Though the outcome of this venture is still to be determined, the initiative is meant to guide individuals towards more nutritional fare with oversight and support from their insurance company. Ultimately, it reinforces the message that when it comes to health, prevention is key.