The Healthy Fluid Milk Incentive project aims to increase the purchase and consumption of qualifying fluid milk by SNAP households. This will be done by providing an incentive at the point of purchase at authorized retailer locations.
The project focuses on using financial incentives through Electronic Benefit Transfer (EBT) integration or automatic discounts to encourage buying fluid milk. It plans to partner with selected SNAP-authorized retailers to operate the incentive program in compliance with all SNAP regulations.
Another key goal is to communicate and promote the availability of the Healthy Fluid Milk Incentive to SNAP households. The project will also provide training and technical support to participating retailers to help them administer the incentives effectively.
Data collection and sharing will be facilitated to support evaluation of the program. Additionally, education on the nutritional benefits of cow’s milk, based on the latest Dietary Guidelines for Americans, will be provided in relation to the incentive.
The total estimated funding for the program is $3 million, with awards up to $3 million. The grant period runs from September 2025 through March 31, 2028.
Eligible applicants include governmental entities such as state, local, territory, or tribal agencies. Nonprofit organizations must submit their 501(c)(3) determination letter issued by the IRS. The deadline to apply is August 6, 2025.
For more information, visit Grants.gov.
