Highmark Wholecare Tackles Food Insecurity with Innovative Programs

Food insecurity has emerged as one of the most pressing public health issues in the United States, with nearly 48 million Americans facing challenges in accessing adequate nutrition in 2023. In Pennsylvania, approximately one in eight residents struggles to afford healthy food, leading to difficult choices between essentials like groceries and gas. Recognizing that healthcare often begins too late—typically in clinical settings after health issues arise—Highmark Wholecare is shifting the focus to preventive measures that address the root causes of health disparities, particularly nutrition.

The concept of “food as medicine” is gaining momentum nationwide. This approach emphasizes that what individuals consume and their living conditions significantly influence their health outcomes. Highmark Wholecare, a Medicaid and Medicare insurer, has long understood the importance of addressing social determinants of health such as nutrition, transportation, and housing. In 2024, the organization launched the Farm-to-Family program, aiming to deliver fresh, locally sourced produce directly to communities in need.

Farm-to-Family: A Community-Centric Approach

The Farm-to-Family initiative is designed to tackle food insecurity by connecting families with fresh produce through existing community structures. This innovative program began at Sto-Rox High School in Pittsburgh, a community historically challenged by economic and health issues. By leveraging partnerships with schools, health fairs, and community organizations, Highmark Wholecare ensures that food access is paired with preventive healthcare and other essential resources.

By the end of 2025, Farm-to-Family is projected to deliver nearly 250,000 pounds of produce to more than 11,000 families. The program will double its scale in 2026, aiming to provide an additional 225,000 pounds of fresh food to 10,000 families across 35 community events. The program’s unique delivery system focuses on meeting families where they already congregate, creating a sustainable model for preventive health.

Addressing Food Insecurity Beyond the Holidays

In response to the rising need for food assistance, Highmark Wholecare recently launched the (un)Hungry campaign, a multi-state initiative aimed at raising awareness about food insecurity. This program coincides with the holiday season, a time characterized by both increased need and charitable giving. Employees across Pennsylvania, Delaware, West Virginia, and New York are actively participating in food drives, packing boxes for underserved populations, and volunteering at local food banks.

The campaign’s centerpiece is an animated short film that highlights the importance of community connection in addressing hunger. By showcasing how neighbors can come together to support those in need, the film reinforces the idea that combating food insecurity requires collective effort rather than isolated acts of charity.

Highmark Wholecare continues to invest in long-term solutions to food access challenges through its Bright Blue Futures program, which supports mobile markets, urban farms, and nutrition education initiatives. While access to nutritious food alone cannot eliminate health disparities, it serves as a crucial first step toward building healthier communities.

The implications of food insecurity extend beyond immediate hunger. A child lacking access to nutritious meals struggles to learn, while parents juggling multiple jobs often prioritize calorie consumption over nutritional value. Individuals managing chronic conditions without reliable access to fresh produce are at a higher risk of hospitalization. The healthcare system bears the cost of inaction, which raises critical questions about the future direction of health care: should it focus on treatment after illness or prioritize preventive measures to maintain wellness?

Highmark Wholecare’s commitment to delivering care directly into communities has shown promising results. By fostering local connections and encouraging shared responsibility, the organization demonstrates that addressing food insecurity is not just about charity; it is fundamentally about humanity. As the need for support continues to grow, initiatives like Farm-to-Family and (un)Hungry may become essential components of a resilient healthcare system capable of improving lives.