USDA has developed a new WIC brand to improve nationwide recognition of the program among eligible populations. The brand reflects WIC’s nourishing food benefits, as well as the program’s services provided by caring, competent professionals.
These brand guidelines are for USDA, WIC state and local agencies, for-profit and nonprofit WIC partner organizations, WIC authorized vendors, and manufacturers.
Download WIC brand elements to make your own materials!
Customizable materials include digital banners, fact sheets, posters, a PowerPoint template, and rack cards.
In appreciation of breastfeeding mothers and of all the dedicated volunteers, professionals, communities, and organizations who support their efforts, I, Brooke Rollins, Secretary of Agriculture, do hereby proclaim Aug. 1–7, 2026, as National WIC Breastfeeding Week.
This video provides program reporting instructions and technical assistance for Patrick Leahy Farm to School Grant recipients starting in fiscal year 2026.
State agencies are responsible for identifying the brands, types, and forms of WIC-eligible foods, including substitution options, to authorize for their state food list and must include more than one product for most WIC food categories. While state agencies have flexibility and options when making these determinations, they are required to authorize certain substitution types and forms to ensure WIC families are receiving a package of healthy foods.
Under the leadership of President Trump and Secretary Rollins, we have an opportunity to leverage the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) to Make America Healthy Again.
This page provides questions and answers about eggs, legumes, and peanut butter in the revised WIC food packages.
This page provides questions and answers about canned fish in the revised WIC food packages.