Second Harvest Foodbank of Southern Wisconsin (SHF) and Feeding America Eastern Wisconsin (FAEW) together serve 49 of Wisconsin’s 72 counties, spanning both urban and rural communities across the state. While both organizations maintain strong distribution networks through partner agencies and mobile food pantries, they identified a shared gap: traditional food assistance models have inherent limits in offering client choice, access to fresh food, and the kind of respectful shopping experience found in a typical grocery store.
The Opportunity
SHF and FAEW sought to evaluate whether a digital purchasing card—functioning like a standard payment card at any grocery store—could expand their services while maintaining appropriate controls for responsible resource management. The concept addressed several persistent gaps in current food assistance programs: limited product choice in pantry settings, restricted access to fresh and perishable foods, geographic constraints of fixed pantry locations, transportation barriers, and the stigma often associated with traditional models.
The two organizations commissioned a joint feasibility study, recognizing that a collaborative approach would yield broader insights and shared learning. New Venture Advisors was engaged to lead a rigorous 24-month study (January 2024–December 2025) to identify and assess technology solutions and develop an implementation-ready program model.
Partnering with New Venture Advisors
NVA structured the study in two phases. The first focused on identifying and evaluating technology vendors capable of supporting a digital grocery card solution. The evaluation framework considered technical capabilities, operational feasibility, financial factors, program flexibility, and experience working with food banks. A key requirement was true universal retail acceptance—ensuring the card would function at any store accepting standard payment cards, without requiring individual retailer agreements or a proprietary network.
Following environmental scans of peer programs, vendor interviews, technical demonstrations, and reference checks, NVA selected iQPay as the preferred technology partner. Many solutions performed well in specific environments but lacked true universal retail acceptance, instead relying on proprietary networks or retailer-specific agreements that limited geographic reach. iQPay’s integration with standard payment processing infrastructure ultimately distinguished it.
The second phase focused on developing the program model. NVA supported SHF and FAEW in leading structured neighbor engagement surveys to gather direct community input on shopping habits, technology access, and interest in a digital card program. NVA also facilitated a funding strategy workshop with development staff from both organizations, exploring grant opportunities, healthcare and social determinants of health (SDOH) funding sources, and partnership strategies. Neighbors expressed strong interest in the flexibility and dignity of retail grocery shopping compared with traditional pantry models, with access to fresh produce, dairy, and protein emerging as top priorities. This phase concluded with the development of a comprehensive, implementation-ready program model, including operational details, enrollment procedures, an impact measurement framework, and budget templates.
Moving Forward
The study recommended a phased pilot approach: launching in one to two counties with established partner networks, refining the model based on early data and participant feedback, and then expanding geographically. Long-term sustainability pathways include healthcare system partnerships and SDOH funding streams, supported by an impact measurement framework designed to generate the outcomes data needed to attract and retain funders.
SHF and FAEW are well-positioned to move forward, leveraging strong community connections, established partner networks, and a proven track record for innovative programming. Their combined service area, encompassing urban and rural counties across Wisconsin, provides an ideal environment for a pilot that can generate meaningful data and insights. New Venture Advisors is proud to support this effort, which reflects a philosophy of choice, dignity, and genuine respect for the agency of all individuals facing food insecurity.
Photo courtesy seventyfour via Adobe
