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ADMINISTRATION & MANAGEMENT Goals & Objectives, FY2027 | 4

G. Assist in attaining statewide assigned service level of 125,351 participants.

1. Utilize the Caseload & Funding Allocation Methodologies—including the annual WIC Needs Assessment and standards for clinic location, staffing and other program operations—to allocate caseload and related support funding to local programs and continue to reflect community needs.

2. Support WIC local agencies to operate in newly defined service areas for the contract cycle beginning 7/1/2026.

3. Continue social marketing activities, including the use of Facebook, Geofencing, Twitter, Instagram and content marketing, and launch new activities to promote earlier prenatal enrollment to maximize program participation as part of the ongoing statewide multicultural public awareness campaign in support of local program outreach and continued expansion of access to WIC.

4. Facilitate coordination of WIC participant services—emphasizing cross referrals and outreach activities at the state and local levels and utilizing local program community coordinators—with other program services in the Nutrition Division, other programs in the DPH Bureaus of Family Health & Nutrition, Community Health and Prevention, Immunization, and Lead Poisoning Prevention as well as the Departments of Transitional Assistance, Early Education and Care, Agricultural Resources, Children and Families, the Division of Unemployment Assistance, MassHealth, and the Executive Office of Housing and Livable Communities. Ensure close collaboration with community nutrition programs serving the maternal and child health populations such as Head Start, Early Intervention and the Maternal and Child Health home visiting programs.

5. Coordinate data sharing to improve outreach and referrals between WIC and other Bureau of Family Health & Nutrition programs, other DPH maternal and child health programs, and with the MassHealth/Medicaid and SNAP programs.

6. Continue to strengthen WIC relationships with clinicians and managed care plans, the MassHealth/Medicaid Program, and statewide childcare, welfare, and immigrant organizations to provide opportunities for increased referrals to WIC and coordinated, comprehensive health care for participants.

H. Continue analysis, policy development, cost containment and monitoring of the implementation of and any updates to the federal Food Package Rule.

1. Continue to collaborate with other states in the New England & Tribal Organization (NEATO) to monitor the infant formula rebate contract and implement the contract that begins on October 1, 2026.

2. Continue implementation of the 2024 Food Package Rule, monitoring participant purchasing patterns and preparing for additional updates, such as the vitamin D requirement for yogurt.

I. Continue to focus on customer service at local WIC programs and authorized WIC retailers to address participant recruitment and retention issues and enhance access to services.