Nationally, WIC participation had been decreasing prior to COVID-19. Several barriers and factors were found to impact the ability and desire of eligible individuals to participate in WIC. Common barriers include transportation, lack of referrals from other health providers, perceived value of enrollment, frequency of required contacts, and misconceptions about WIC and eligibility.

The COVID-19 pandemic significantly impacted participation rates. Implementing flexibilities and waivers allowed for remote certifications and education appointments in light of social distancing and safety protocols. These remote service options resulted in record-high participation rates across all eligibility categories, underscoring the positive impact of technological advancements.

There has been a marked decline in eligible participants in recent months. Following the expiration of the COVID-19 waivers, the Onslow County WIC Program experienced a 30% decline in participation in the subsequent three months. This decline highlights the importance of streamlining WIC client services and keeping pace with technological advancements. The discontinuation of the COVID-19 waivers has further emphasized the need to ensure that WIC client services keep pace with technological updates to maintain client engagement and retention over time.

As such, it is crucial to recognize that remote service options, such as those implemented during the COVID-19 pandemic, can substantially impact recruitment and retention in the WIC program. By prioritizing technological advancements and streamlining services, WIC administrators can maintain high levels of participation and engagement, ensuring that the program continues to serve those in need effectively. participant retention.

• Healthcare providers, including obstetric, pediatric, and primary care
• Supplemental Nutrition Assistance Program (SNAP, formerly Food Stamps)
• Department of Public Health (DPH) and Local Health Department
• Community Health Centers and Organizations
• Head Start, Early Head Start, and Childcare Facilities
  • Increase access and client experience for WIC families by offering engaging and convenient nutrition education, implementing innovative technology to streamline appointments, utilizing digital platforms to enhance program reach of the next generation, and modernizing overall system updates

The five main areas where the declining participation rates may be addressed are recruitment, retention, referrals, caseload utilization, and expanded eligibility.

The available data trends indicate that the most significant gaps in eligibility and subsequent participation in the WIC program are concentrated within the most vulnerable segments of the population. Understanding why certain individuals choose not to participate in the program is essential to designing targeted initiatives to effectively address these gaps. This would enable us to develop recruitment and retention strategies tailored to the target population's needs and preferences.

Recruitment and retention strategies of the Onslow County WIC Program include the following service improvement and expansion efforts to aid in drawing new applicants and keeping current participants in the program:

• Enhance collaborative partnerships and engagement with primary and prenatal care providers through health data sharing and strengthening referral systems.
• Maximize redemption of benefits by customizing food packages to account for the diversity of diet patterns and increase individual preferences based on cultural and religious beliefs, as well as dietary restrictions and allergies. By tailoring food options, recipients can enjoy a more personalized and enjoyable experience, which may increase satisfaction and better utilization of benefits. Including diverse food options in the customized packages can also help promote inclusivity and respect for different cultures and traditions.
• Improve data quality and utilization to enable data-driven decision-making for targeted service delivery