NationsBenefits, a provider of supplemental benefits and healthcare fintech solutions, has announced a new retail technology integration with Heritage Grocers Group. This collaboration enables health plan members to utilize their NationsBenefits Benefits Mastercard® Prepaid Card to purchase fresh produce, pantry staples, and over-the-counter wellness essentials at Heritage banners, including Cardenas Markets, El Rancho Supermercado, Tony’s Fresh Market, and Los Altos Ranch Markets.
The integration is powered by NationsBenefits’ real-time Basket Adjudication Service (BAS) technology. This system is designed to provide members with the flexibility to use their supplemental benefits at local grocery outlets, connecting routine shopping with health and nutrition goals.
Michael Parker, Co-CEO of NationsBenefits, stated, “By integrating Heritage into our expansive retail network, we’re enabling families to redeem their supplemental benefits on fresh, locally sourced foods and essential wellness products.” He added that independent grocers play a vital role in local communities and preventive health by offering direct access to nutritious options.
At the point of sale, the BAS technology validates benefit eligibility for various items, such as whole grains, fresh eggs, vitamins, or over-the-counter medications. This process aims to eliminate uncertainty regarding coverage. For health plans, the system provides anonymous, ZIP-code–level purchase insights, which can inform the refinement of benefit designs and ensure offerings align with member behaviors and nutritional needs. This data also supports targeted preventive-care outreach campaigns and the deployment of personalized rewards to boost member engagement and adherence.
Adam Salgado, President & Executive Director, HGG Foundation, affirmed Heritage Grocers Group’s commitment to community health. He noted, “Partnering with NationsBenefits allows us to extend our mission by integrating health-focused benefits directly at our stores to ensure every family has access to the foods and wellness products they need to thrive.”
Research indicates that community-based medically tailored meals and food-as-medicine programs can significantly impact health outcomes, including reductions in hospitalizations, overall healthcare costs, and A1C levels. The integration with Heritage Grocers Group aims to embed these interventions within its network, expanding access to essential nutrition and contributing to health improvements within communities.
NationsBenefits, headquartered in Plantation, Florida, specializes in supplemental benefits and fintech solutions for the healthcare industry. The company partners with managed care organizations to deliver healthcare, data analytics, and gap closure solutions, leveraging technology and retail partnerships to optimize member experiences and health outcomes.
Heritage Grocers Group, headquartered in Ontario, California, operates as a Hispanic and ethnic food retailer across six states: California, Texas, Nevada, Arizona, Kansas, and Illinois. The group manages 58 Cardenas Markets stores, 29 El Rancho Supermercado stores, 21 Tony’s Fresh Market stores, and 7 Los Altos Ranch Market stores, focusing on fresh, authentic, and affordable grocery items.
