Special effort in California helps grocers understand WIC

Food and Nutrition, July, 1986 by Tino Serrano

Special Effort In California Helps Grocers Understand WIC

There's a video in California that's so hot it will probably be re-released in foreign languages to reach more markets. Actually, it's about markets. It's a WIC training videotape that teaches grocers show to conduct their WIC business properly, and it's helping the state go after those who don't.

California WIC coordinator Jack Metz, who is known for his aggressive, effective vendor compliance program, says his staff has been using the tape for 2 years.

He's quick to point out the education/compliance link: "It's pretty tough to go after a vendor who's violating the program unless he's been taught the rules in an understandable manner and you can prove it. The videotape does both.'

Explains grocers' responsibilities

The state WIC staff produced the training tape themselves with a helping hand from FNS regional WIC staff. They use it primarily in orientation classes for all newly authorized grocers to give a basic introduction to the WIC program and to spell out the responsibilities of authorized retailers.

Because the videotape can be used without a trainer present, county health departments are also using it in their training programs, and some food store chains have made copies for their own use.

The California WIC staff have found that using the 20-minute tape to begin the training sessions tends to encourage discussion rather than lecture-type classes. Because the tape focuses on vendor responsibilities, the discussion usually centers around compliance and maintaining a basic inventory of the WIC foods. And compliance is the area where the state staff feel the tape is really paying off.

The tape discourages violations by portraying the vendor as an integral part of a very positive program. "Most of the vendors are honest,' says Metz, "and for them the tape defines how they must conduct their WIC business to stay within the law.' The straightforward presentation helps vendors have a clear understanding of their responsibilities.

To underscore the importance of playing by the rules, the tape includes a section that details the audit process and the possible financial consequences for any inconsistencies.

When vendors do abuse the program, the videotape provides the proof they know better. "It takes the wind out of the almost universal alibi, that the vendor didn't realize he was doing something wrong, didn't know he was violating program rules,' says Metz.

Written test follows tape

Immediately after seeing the tape, vendors take a written test on the material and sign the test sheet. Should the vendor later be involved in a compliance hearing, the tape proves that all the points were covered in the training, the test results prove the vendor understood the material, and the vendor's signature on the test shows that he or she participated in the training.

Using the tape, the staff feel more confident that vendors are getting the complete message, and they think it's making more of an impression than one-on-one training or printed material.

According to Debbie Walker, nutrition education coordinator for the state WIC program, "There's no question the videotape makes vendors more aware of their responsibilities. There's no other way we could cover as much information as well and keep their attention.'

Because of the success of the videotape and the ease with which it can be edited to stay up to date, the state has some changes in the works to make it even more helpful. They're developing a package of written material to accompany the tape presentation, and considering producing it in Spanish and Vietnamese.

Says Walker of the presentation she makes in the videotape, "I was surprised to hear how different I sounded on tape, and it's going to be a real shock to hear myself in Vietnamese, but the staff feel strongly about trying to get this message to every vendor.'

Photo: Opposite page: Lloyd Hickman of California's WIC staff gives instructions to grocers taking the test that follows the training tape. Above: A grocer sells WIC foods to a program participant.