Missouri WIC and Nutrition Services Retailer Manual

WIC transactions may look and work differently depending on your store’s POS system. Most stores will integrate the WIC purchases into their cash register system; however, a few may use a separate piece of equipment, known as a stand-beside system, that is certified to accept WIC transactions. 

WIC cards cannot be used at self-checkout lanes or at registers in the liquor sections or gas stations.

Instructions on how to complete WIC transactions (e.g., WIC balance inquiry, purchase, void (benefit reversal) and mapping) can be obtained through your POS provider or by contacting the Missouri WIC program.

A. What can be purchased? 

Only the food items and quantities on the WIC card may be purchased. WIC participants must receive the WIC-approved food item that corresponds specifically to the UPC code scanned by the retailer during the transaction. A participant cannot buy more than the total quantity of food on their WIC card, and that appears on their WIC receipt. Where brand names are specified, only those brands can be purchased. A cash value benefit (CVB) is issued to some WIC participants for the purchase of fruits and vegetables. The WIC participant may purchase fresh and/or frozen fruits and vegetables meeting WIC guidelines. The dollar value of the CVB varies based on the value of the benefits the participant has been issued. 

B. Redemption in Missouri only 

Missouri WIC cards may be redeemed at any authorized Missouri WIC retailer. WIC customers can redeem WIC benefits for WIC-approved food and formula. Pharmacy only retailers may only accept WIC cards for special formula. Missouri WIC cards cannot be redeemed at retailers outside of Missouri. Additionally, WIC cards from other states cannot be redeemed at Missouri retailers. 

C. Valid dates of use 

Benefits will start on the first day of each month at 12:00 a.m. and will be valid through the last day of each month until 11:59 p.m. Any transactions occurring on the last day of the month must be complete by midnight Central time.

D. WIC balance inquiry 

At the participant’s visit to the WIC clinic, an itemized food benefit list showing their WIC food items is provided to use as a shopping list at the store. In addition to the WIC food benefit list they receive at the clinic, participants have other options to request their current WIC balance: 

• At the store, a balance inquiry can be printed at the register with a WIC card and PIN.
• Participants can call the phone number on the back of their WIC card to inquire about their remaining balance.

E. Completing a WIC transaction 

• The cashier scans all items.
• The cashier presses the WIC tender button.
  • The button could be named differently based on the POS system.
• The WIC customer swipes their card and enters their PIN.
  • Two receipts print. The Beginning Balance receipt and the Redemption receipt, which show the WIC customer what is covered and not covered by their benefits.
• The WIC customer reviews the receipts.
• The WIC customer presses "Accept" or "Decline" on the PIN pad.
• The transaction is finalized.
  • An Ending Balance receipt prints, which shows the WIC customer their remaining benefits. 

If no balance remains and the WIC transaction has been completed, a WIC void (benefit reversal) CANNOT be completed. Any items removed from the card must be given to the WIC customer.

F. WIC void (benefit reversal)

There must be a balance remaining to complete a WIC void. Some systems may not be capable of completing a WIC void. 

A WIC void is generally completed for the following reasons: 

• The WIC customer doesn’t have funds to pay the remaining balance.
• The WIC customer no longer wants the item.
• The WIC customer selected the wrong item. 

G. Receipts 

The receipts obtained during a WIC transaction will contain information regarding the customer’s beginning balance, the redemption receipt (showing WIC items that will be purchased if approved), an ending balance (showing remaining benefits) and the final store receipt. 

All receipts must be given to the WIC customer as they print. The cashier must not keep or throw away any receipts. 

H. WIC split tender 

Split tender maximizes WIC customers’ cash value benefit (CVB) for fruit and vegetable purchases by allowing them to pay a remaining balance for fresh fruit and vegetable purchases that exceed the CVB amount available. 

For example, if a WIC customer purchases a bag of apples priced at $2.49 but only has $2.00 remaining in CVB on their WIC card, split tender allows the WIC customer to apply the remaining $2.00 to the cost of the bag of apples, and the balance of $0.49 will move to the non WIC total. This allows the WIC customer to “split” the cost of the bag of apples between WIC food benefits and an alternate tender type.

I. Identification-PAN and PIN 

To make a WIC purchase, the customer must have a WIC card and a PIN. Cashiers can manually enter the card number (PAN) if the WIC card cannot be read by the store’s PIN pad. Under no circumstances can the 16-digit PAN be manually entered without the WIC cardholder presenting the actual WIC card. Cashiers should not check alternate forms of identification for a WIC purchase or ask the participant for their PIN. Page 24 Retailer Manual 

J. Coupons, store specials, sales and discounts 

WIC customers must be offered the same courtesies that are offered to other customers, including but not limited to, in-store promotions, such as: 

• Buy One, Get One Free (BOGO).
• Buy One, Get One at a Reduced Price (BOGOR).
• Transaction Discount ($ or % off an entire transaction).
• Store Loyalty or Rewards Cards.
• “Cents Off” Discount Coupons. 

K. Incentive items 

Authorized Missouri WIC retailers must offer WIC customers the same courtesies offered to non-WIC customers and vice versa. WIC customers must not be treated differently from non WIC customers by exclusion from in-store promotions. WIC customers may not be offered incentive items that are not offered to non-WIC customers. Offering incentive items solely to WIC customers is prohibited by federal regulations. 

L. Exchanges, recalls and returns 

Retailers may not allow WIC customers to exchange any WIC food for a cash refund, merchandise or other food items. When there is a food safety issue or recall for a product other than formula, identical exchanges should be made when possible. When an exchange is not possible, contact the Missouri WIC program at MOWICVendorGroup@health.mo.gov or 573-751-6204 for appropriate instructions. If you receive a recall notice on infant formula, contact the Missouri WIC program for instructions. 

M. Substitutions 

The retailer may not provide unapproved food items, non-food items, cash or credit (including rain checks) in exchange for WIC cards or WIC benefits. Scanning any UPC code that is not affixed to the actual item being purchased by the WIC participant, or any UPC code as a substitute, replacement, or otherwise not actually affixed to the actual item being purchased by the WIC participant, is a program violation that will result in a sanction.

N. Tax exemption 

No sales or use tax of any statutory or home rule city, town or county shall apply to the sale of food purchased with funds provided by WIC. WIC customers should not be required to sign a tax exemption letter or form for any WIC transaction. The Missouri WIC program is not subject to Missouri Sales and Use Tax for any WIC transaction. If a retailer’s registers are automatically programmed to add tax to a coupon, the Missouri WIC program will reimburse the amount of tax on the coupon ONLY. The coupon must appear on the receipt. 

O. No charge for WIC items 

Retailers are not allowed to charge the WIC customer cash or credit for the food items covered by the WIC card.  

P. Not-to-exceed price 

WIC sets an NTE price, which is the maximum allowable reimbursement that retailers will receive for a specific WIC food item. This helps control costs and ensures that the program remains within its budget. WIC does not restrict the prices retailers can charge but rather sets the maximum amount WIC will reimburse for each UPC within each peer group. Retailers may charge more than the NTE price for an item, but WIC will only reimburse up to the NTE price. 

• The NTE is based on UPC prices submitted on retailers’ WIC card transactions.
• The system calculates NTE prices for each UPC for each retailer peer group.
• Retailers will only be reimbursed up to the NTE price for their assigned retailer peer group.
• NTE prices on most items are recalculated every two weeks.
• NTE prices can be adjusted more frequently for specific items based on fluctuations in national market prices. 

For more information, refer to WIC retailer policy 2.3 Retailer Pricing and Peer Groups and WIC retailer policy 2.4 Retailer Competitive Price Selection Criteria. 

Q. Scanning issues 

Sometimes, scanned items are not accepted as WIC items, even though they appear to be WIC-approved items. Some reasons a customer’s item may not scan as WIC-approved when the customer tries to redeem benefits include: 

• The item is not WIC-approved.
• The WIC customer does not have enough benefits.
• The WIC customer does not have the item as a benefit.
• The item is WIC-approved but has not been WIC mapped.
• The POS system has not downloaded the current APL file. 

R. Payments to retailer 

Transactions will be processed through the retailer’s third-party processor (TPP). A retailer will receive payment within 48 hours only if the WIC transaction is properly completed. A transaction will not be authorized by the Missouri WIC program if: 

• The maximum amount allowed is exceeded.
• The transaction is manipulated.
• Benefits are redeemed by a retailer outside of Missouri. 

The retailer is responsible for the review of all WIC transactions. If a transaction has been rejected by the Missouri WIC program, please call the Missouri WIC program at 573-751-6204.