Highmark Wholecare announces expansion of initiative that gives more families access to fresh produce and preventative care

PITTSBURGH (January 27, 2025) — Highmark Wholecare announced today that its inaugural fresh food grassroots initiative delivered 84,000 pounds of food to approximately 3,500 families in need last year. The campaign — which connected food banks, local farmers and community organizations with schools in innovative ways — not only provided free, nutritious food but also connected families with preventative health programs, underscoring the powerful link between nutrition and overall well-being. As a result of its success, the program will be expanded by 40% in 2025.

Through the collaboration, the Pittsburgh-based Medicaid and Medicare insurer — serving more than 325,000 Pennsylvanians, including nearly 150,000 in Southwestern Pennsylvania — tackled food insecurity in innovative ways. The initiative, which benefited both Highmark Wholecare members and non-members, addressed the critical issue of food insecurity, defined as a lack of access to reliable, nutritious meals.

Conroy Farmers Market

The program focused on improving access to farmers markets hosted at Title I schools, where a significant percentage of students live at or below the poverty line. These markets provided families with fresh, nutrient-rich food while offering resources like biometric screenings, nutritional counseling, and Medicaid renewal assistance — all essential for fostering long-term health.

“There is a growing recognition of ‘food as medicine’ and its vital role in preventative health care,” said Michael Callaghan, Supervisor of Highmark Wholecare’s Mobile Connection Center for Title I Schools. “That’s why it’s crucial that the food offered at our farmers markets is fresh, nutritious and accessible. By prioritizing healthy eating and education, we can not only address food insecurity but also improve health outcomes and reduce the prevalence of chronic diseases.”

Expanding Access to Fresh Produce and Preventative Care

Allegheny County Farmers Markets
In partnership with local farmers and the Greater Pittsburgh Community Food Bank (GPCFB), 60,000 pounds of free fresh produce were distributed last year through 12 farmers markets across Allegheny County. These markets, often held at Title I schools or accessible community locations, addressed food insecurity while providing preventative health care services such as biometric screenings, vaccinations, and Medicaid renewal assistance. Additional farmers markets were held in Beaver and Washington counties.

Sto-Rox Monthly Food Distribution
Highmark Wholecare collaborated last year with the Sto-Rox School District, Pittsburgh Area Community Schools and GPCFB to launch monthly food distributions for students, families, and the broader Sto-Rox community.

Westmoreland County Farmers Markets
Building on the success of a September farmers market in Charleroi, where 7,000 pounds of produce were distributed in two hours, Highmark Wholecare is partnering with the Westmoreland County Food Bank and local officials to launch a new series of farmers markets in Monessen starting summer 2025.

Future Expansion
Highmark Wholecare plans to grow its fresh food program in 2025 by nearly 40%, increasing events from 17 to 24 across Allegheny, Beaver, and Westmoreland counties, with additional interest from Central Pennsylvania communities.

Clairton Farmers Market