Healthy haven

A Pinellas Park grocery caters solely to shoppers using federal WIC checks for food purchases.

[Times photo: Cherie Diez] Angela Hester and her husband Robert operate Alpha Nutrition Center, the only store in Pinellas County that caters to the shopping needs of people using WIC government checks to purchase certain foods.

By PIPER JONES CASTILLO
© St. Petersburg Times
published January 20, 2002

PINELLAS PARK -- After watching his family members struggle with the complexities of the federal Women Infants and Children program, Robert Hester realized he could fill a need in the community. Last November, Hester and his wife Angela opened Alpha Nutrition Center Inc.

The grocery store at 6119 Park Blvd. caters to families on WIC, the 28-year-old government program designed to give nutrition-related care to eligible infants and children, plus women who are pregnant, breastfeeding or postpartum. Alpha Nutrition offers only WIC-approved foods. The store also accepts WIC checks for payment.

"WIC is a wonderful program, but it can get complicated in big stores," Mr. Hester said. "Parents can only buy foods with certain ingredients. They also need to separate the WIC items from other items at the cash register. Sometimes people get embarrassed in line because of the stigma of using government checks," the former insurance salesman said. "We felt we could make it easier for parents."

Inside the 1,000-square-foot store, parents purchase items such as milk, cheese, cereals, formula and tuna. "An added convenience is that the kids won't be hollering for unhealthy treats," Mr. Hester said. "They only see nutritional things in here."

There are similar grocers throughout Florida, but Alpha Nutrition is the only one of its kind in Pinellas County, according to Deborah Eibeck, chief of the Bureau of WIC and Nutrition Services for the state Department of Health.

"In Florida, there are 2,000 stores authorized to accept WIC checks, including everything from big-chain stores to small, independent stores," she said. "However, these WIC-only stores are somewhat new. We've seen them rise up within the last seven years or so.

"These stores fill a need, but it's important to remember their prices usually aren't as low as prices in larger stores," Eibeck said. "We don't expect a small store like theirs can keep prices as low as the larger chains, but they do need to be competitive with other grocers the same size."

Mr. Hester acknowledges that his prices are a bit higher than the big chains. A sampling includes $1.29 for a dozen large eggs; $3.09 for a 13-ounce can of liquid Good Start baby formula; $3.29 for one gallon of T.G. Lee whole milk; and $3.85 for a 15-ounce (large) box of Cheerios.

"Obviously we can't compete with mass merchandisers," said Mr. Hester. "In order to stay in business we are hoping to increase volume."

As long as the store follows WIC requirements, Alpha Nutrition will be welcome on WIC's list, Eibeck said. "We have 340,000 clients a month, and it's important I stretch my dollars as much as I can. We'll always monitor prices in all the stores."

In order for families to receive WIC money on a monthly basis, they must qualify financially as well as undergo repeat blood tests, height/weight measurements for the children and counseling from a nutritionist.

"To be on WIC is a long process," said Christine Nestor, Mr. Hester's daughter who chose to go on WIC last year after her husband was laid off. "When my dad told me he was doing this, I thought it was a great idea. I have five children. It's great to have a place where I don't have to load them in two grocery carts, drag them through the store searching for the right items.

"A lot of times, I'd get in a grocery store line, and the cashier would not be able to take a particular food because something was missing in it, and I didn't catch it on the label."

Mr. Hester, whose background also includes a stint as head of a medical merchandise company in the early 1990s, hopes to open two more Alpha Nutrition centers in the county. "WIC guarantees that kids get a nutritious diet, and it also guarantees the mom is on a nutritious diet, too. I believe there's a need for us."

At a glance

Alpha Nutrition Center Inc. is at 6119 Park Blvd., Pinellas Park. Hours are 9 a.m.-6 p.m., Monday to Friday. For information, call 549-9784.

For information on the WIC program, call the Pinellas County Health Department/WIC office, (727) 824-6929 or WIC in Tallahassee toll-free at 1-800-342-3556. Information is also available on the Web at www9.myflorida.com.

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