Tech-infused initiative launched by Heritage Grocers, aiming to improve food accessibility with technological solutions.

In a significant move aimed at promoting health and wellness in communities, Heritage Grocers Group (HGG) has announced a partnership with NationsBenefits, a leading provider of supplemental benefits and healthcare fintech solutions.

The partnership, which aligns with HGG's commitment to nourishing the health and wellness of the communities they serve (Adam Salgado, HGG Foundation President and Executive Director), will see grocery operators and health plans utilise purchase data to better understand local needs and preferences.

HGG operates in six states - California, Texas, Nevada, Arizona, Kansas, and Illinois - and the partnership aims to ensure every family has access to the foods and wellness products they need to thrive. Through this food-as-medicine feature, shoppers will be incentivized to choose healthy products.

The banners included in this partnership are Cardenas Markets, El Rancho Supermercado, Tony's Fresh Market, and Los Altos Ranch Markets. HGG's commitment to local communities is evident in the number of stores under each banner: 57 stores under Cardenas Markets, 29 stores under El Rancho Supermercado, 21 stores under Tony's Fresh Market, and seven stores under Los Altos Ranch Market.

Michael Parker, co-CEO of NationsBenefits, emphasized the partnership's focus on aligning with local grocers and health providers to address shopper needs. The fintech-driven platform is embedded directly into the stores' checkout systems, allowing plan members to use their NationsBenefits Benefits prepaid Mastercard at HGG banners.

At checkout, the system validates benefit eligibility for nutrient-rich products such as whole grains, fresh eggs, vitamins, or over-the-counter medications. HGG's dedication to promoting health and wellness is further underscored by the fact that they are ranked No. 70 on The PG 100, Progressive Grocer’s 2025 list of the top food and consumables retailers in North America.

In addition, Leticia G. Espinoza, the leader of Heritage Grocers Group in the state of Texas, has been appointed as the Chief Administrative Officer at Heritage Grocers Group and was named among PG’s 2025 Top Women in Grocery. El Rancho Supermercado, one of HGG's banners, is set to hold a grand reopening in Dallas following interior and exterior upgrades.

Furthermore, Gopuff has expanded SNAP EBT payment options for customers shopping on its website or store on Uber Eats, providing another avenue for families to access nutritious food and essential wellness products. Food retailers have also backed legislation to permanently ban further SNAP transaction fees, with FMI and NGA supporting a bipartisan act.

This partnership between HGG and NationsBenefits is a significant step towards making healthy food and wellness products more accessible to families across the United States.