Healthiest State Initiative

What Healthiest State Initiative does

The Iowa Healthiest State Initiative is a nonpartisan, nonprofit organization founded in 2011 and headquartered at 301 Grand Avenue, Des Moines, Iowa. It operates a portfolio of four interconnected public health programs that collectively reach all 99 Iowa counties. The core offerings are: (1) 5-2-1-0 Healthy Choices Count!, an evidence-based prevention framework promoting four daily healthy habits (5 servings of fruits/vegetables, ≤2 hours of screen time, ≥1 hour of physical activity, 0 sugary drinks) and registered across schools, early care programs, healthcare clinics, and workplaces; (2) Make It OK, a mental health stigma-reduction campaign with workplace registration and a trained ambassador program; (3) Double Up Food Bucks, a SNAP benefit-matching program that doubles federal SNAP dollars (up to $15/day) on fresh produce at 185+ participating grocery stores, farmers markets, farm stands, and CSAs; and (4) Produce Rx (Iowa Produce Prescription Program, I-PPP), a clinical prescription program enabling physicians to prescribe fresh produce to patients. The organization also runs signature events — Annual Walk, Annual Awards, Workplace Wellbeing Conference, and the October Healthiest State Month awareness campaign — and distributes free toolkits, curricula, and resources in English and Spanish.

HSI serves as a statewide convener, aggregating schools (including Iowa State University Extension 4-H Clover Power), healthcare systems (Iowa Medical Society, Iowa Chapter American Academy of Pediatrics, Blank Children's, Broadlawns), employers (Delta Dental of Iowa, Bank Iowa), food retailers (Hy-Vee, Fareway), and community nonprofits (Iowa Food Bank Association, NAMI Iowa, Iowa Cancer Consortium, Iowa Natural Heritage Foundation, Healthy LifeStars, Iowa Heart Foundation) under unified program frameworks. Distribution runs through free online site registration, a website and online store (iowahealthieststatestore.com), a monthly Momentum newsletter, blog content authored with partners such as Hy-Vee dietitians, and social media campaigns (#HeyIowa, #HealthiestStateMonth, #MakeItOKIowa).

Revenue is generated via individual and corporate donations (Venmo, mail, IRA Qualified Charitable Distributions, donor-advised funds, company match programs) and government grants, including a $1 million Iowa state appropriation signed into law in 2026 to support Double Up Food Bucks and USDA Gus Schumacher Nutrition Incentive Program grant no. 2021-70030-35920. Major corporate investors include Delta Dental of Iowa, Wellabe, Health Partners, Lilly, Molina Healthcare, Iowa Health Care, Iowa Total Care, Bank Iowa, Hy-Vee, and Athene, alongside minor sponsors (Wellpoint, Bank of America, Corteva Agriscience, Scheels, AdvoCare, RDG, Farmers Mutual Hail). The organization operates with a small team (1–10 employees), is governed by a Board of Directors led by Board President April Schmaltz (President & CEO of Delta Dental of Iowa), and holds the Candid Platinum Seal of Transparency (2026). EIN: 45-4570642.

Name

Healthiest State Initiative

Legal name

Healthiest State Initiative

Website

https://iowahealthieststate.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Iowa Healthiest State Initiative is a nonpartisan, nonprofit organization that operates statewide public health programs — 5-2-1-0, Make It OK, Double Up Food Bucks, and Produce Rx — serving Iowans across schools, healthcare sites, workplaces, and 185+ retail locations.

Ownership category

akta.pro rank

Product category

Public Health Services

NAICS

Community Food Services (62421), Individual and Family Services (6241)

SIC

Services-Social Services (8300)

akta.pro primary industry

Health Promotion, Prevention & Community Health Programs (BPAIAJAC)

akta.pro secondary industries

Food & Nutrition Assistance Programs (BPAIAKAF), Health Equity, Access & Social Determinants Programs (BPAIAJAO), Health Promotion & Public Health Education (Community Workshops) (EDAAAFAG)

Keywords

• Public health programs
• Community wellness initiatives
• SNAP benefit matching
• Mental health awareness
• Nutrition incentive programs

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Individual and Corporate Donations: The organization accepts donations from individuals and corporations. A $50 donation provides 61 servings of produce to a food-insecure family, trains a Make It OK ambassador, or provides resources to Iowa schools and workplaces. Donations can be made via Venmo, mail, IRA Qualified Charitable Distributions, donor-advised funds, and company match programs. EIN: 45-4570642.
2. Government Grants and Appropriations: The organization receives government funding, including a $1 million state appropriation signed into law in 2026 to support Double Up Food Bucks, and Gus Schumacher Nutrition Incentive Program grant no. 2021-70030-35920 from the USDA National Institute of Food.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

HSI delivers a portfolio of free statewide public health programs to Iowans: the 5-2-1-0 Healthy Choices Count! prevention framework for schools, workplaces, and healthcare providers; the Make It OK mental health stigma reduction campaign with trained ambassadors and workplace registrations; the Double Up Food Bucks SNAP matching program at 185+ grocery and produce retailers; and the Produce Rx program that enables physicians to prescribe fresh fruits and vegetables. The organization is funded by donations, corporate sponsors, state appropriations, and federal grants (USDA Gus Schumacher Nutrition Incentive Program) and does not charge for program participation.

Product overview

The Healthiest State Initiative is a nonpartisan, nonprofit organization operating as a platform of interconnected health programs. The core portfolio includes 5-2-1-0 Healthy Choices Count! (an evidence-based prevention framework for schools, workplaces, and healthcare), Make It OK (mental health stigma reduction campaign), Double Up Food Bucks (SNAP matching program for produce), and Produce Rx (medical produce prescription program). The organization complements these programs with signature events including the Healthiest State Annual Awards, Healthiest State Conference, Annual Walk, and Healthiest State Month awareness campaigns.

Differentiator

Problem solved

Functional benefit

Brands

• 5-2-1-0 Healthy Choices Count!: A nationally recognized evidence-based prevention framework to promote healthy habits (5 servings of fruits/veggies, 2 hours or less screen time, 1 hour or more physical activity, 0 sugary drinks/more water).
• Make It OK
• Double Up Food Bucks
• Produce Rx
• Iowa Produce Prescription Program

Products and services

• 5-2-1-0 Healthy Choices Count! A nationally recognized, evidence-based prevention framework promoting four daily healthy habits: 5 servings of fruits and vegetables, 2 hours or less of screen time, 1 hour or more of physical activity, and 0 sugary drinks (drink more water). Partners with schools, early care providers, healthcare clinics, and workplaces that register as free 5-2-1-0 Sites across Iowa.
• Make It OK A community campaign to reduce stigma by starting conversations and increasing understanding about mental illness. Includes workplace registration, ambassador training, and Mental Health Awareness Month initiatives across Iowa.
• Double Up Food Bucks A SNAP benefit matching program that doubles the value of federal SNAP benefits spent on fresh fruits and vegetables at participating grocery stores (Fareway, Hy-Vee), farmers markets, farm stands, and CSAs. Matches up to $15 per day. Available at 185+ participating locations statewide, reporting a 97.5% redemption rate.
• Produce Rx A produce prescription program (Iowa Produce Prescription Program / I-PPP) that enables doctors to prescribe fruits and vegetables, increasing access to affordable, nutritious food for patients to prevent and manage chronic diseases while improving nutrition insecurity.
• Healthiest State Annual Awards Annual statewide recognition program honoring four individuals who are making a meaningful impact on the physical, social, and mental well-being of Iowans. Recipients receive statewide recognition, a special award, and promotion through media and social channels.
• Healthiest State Conference Annual workplace wellbeing conference bringing together Iowa employers and wellness professionals to discuss health and wellness strategies. Next scheduled for April 2027.
• Annual Walk Annual statewide community walking event promoting physical activity and health awareness across Iowa. The 16th Annual Healthiest State Walk is scheduled for October 7, 2026.
• Healthiest State Month Annual October awareness month focusing on mental health, food insecurity, nutrition, physical activity, and cancer rates with weekly themed content and partnerships with Iowa nonprofits (Iowa Cancer Consortium, NAMI Iowa, Iowa Natural Heritage Foundation, Iowa Food Bank Association).

Quantifiable outcome

• 97.5% redemption rate for Double Up Food Bucks — nearly every available dollar was used by participants to purchase fresh fruits and vegetables
• +4 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered minor, core and major.

• Iowa Department of Agriculture and Land StewardshipminorOthersSponsor of Double Up Food Bucks program.
• Iowa Department of Agriculture and Land StewardshipminorStrategic or Co-development PartnerGovernment partner supporting Double Up Food Bucks.
• Hy-VeecoreStrategic or Co-development PartnerHy-Vee is a key retail partner for Double Up Food Bucks, with 12 additional locations added in June 2026. Hy-Vee registered dietitians co-author blog content for HSI, and the company has board-level representation (Aaron Wiese, President, on HSI Board as Vice President).
• Cultivate Hope Corner StoreminorStrategic or Co-development PartnerNew Double Up Food Bucks location added in Cedar Rapids in June 2026, expanding fresh produce access in an urban community.
• Iowa Food Bank AssociationcoreStrategic or Co-development PartnerHSI collaborates with the Iowa Food Bank Association on food security and nutrition initiatives. The Association distributes 55 million meals in 2024 through 1,500+ pantry network. Jointly promotes Double Up Food Bucks and food bank resources during Healthiest State Month.
• Iowa Cancer ConsortiumcoreStrategic or Co-development PartnerHSI partners with the Iowa Cancer Consortium during Healthiest State Month (Week 4) to address Iowa's 2nd highest age-adjusted cancer incidence rate in the nation. The Consortium provides expertise on cancer prevention and the Iowa Cancer Plan.
• NAMI IowacoreStrategic or Co-development PartnerHSI partners with NAMI Iowa during Mental Health Awareness Month and Healthiest State Month to address mental health stigma and access. NAMI Iowa provides data on anxiety, depression, and suicide rates in Iowa.
• Iowa Natural Heritage FoundationcoreStrategic or Co-development PartnerHSI partners with INHF during Healthiest State Month (Week 3) to promote physical activity. INHF maintains the Iowa By Trail website and advocates for trails and public lands funding.
• Iowa Medical SocietymajorStrategic or Co-development PartnerIowa's largest and oldest statewide physician association, partnering with HSI to support the incorporation of 5-2-1-0 into healthcare practice.
• Iowa Chapter American Academy of PediatricsmajorStrategic or Co-development PartnerPartners with HSI to support optimal child health by addressing the needs of children, communities, and healthcare providers through 5-2-1-0.
• Iowa State University Extension and Outreach 4-H Clover PowermajorStrategic or Co-development PartnerPartners with HSI to provide schools with healthy living resources including lesson plans, brain break videos, mindfulness activities, cooking school, and educational presentations for youth.
• Healthy LifeStarsminorStrategic or Co-development PartnerPartners with HSI to integrate the Healthy LifeStars curriculum into schools and youth-serving organizations, providing training, support, materials, and incentive items.
• Iowa Heart FoundationminorStrategic or Co-development PartnerPartners with HSI to provide heart health resources and preventing heart disease to 5-2-1-0 registered sites, including digital anatomy tools and heart kits.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Wholesome Wave: Wholesome Wave is a national nonprofit that runs SNAP produce incentive programs (its 'Wholesome Wave' Fruit and Vegetable Prescription Program) and Produce Prescription initiatives. It is a direct peer to HSI's Double Up Food Bucks and Produce Rx programs in terms of model and target population.
• Fair Food Network: Fair Food Network is the national nonprofit that created the Double Up Food Bucks model and supports statewide SNAP incentive programs. It is the direct intellectual and operational peer to Iowa Healthiest State Initiative's Double Up Food Bucks program, coordinating similar produce-incentive programs across multiple states.
• Iowa Food Bank Association: Iowa Food Bank Association is the state's largest food security network, distributing 55 million meals in 2024 through 1,500+ pantries and a current HSI co-promotion partner. Directly comparable in food-insecurity mission and Iowa geographic scope, with similar donor- and grant-supported operating model.
• Partnership for a Healthier America: Partnership for a Healthier America is a national nonprofit that convenes public and private sector partners to improve childhood health and nutrition, similar to HSI's 5-2-1-0 framework. Comparable in mission and partner-aggregation model, though at a national scope.
• NAMI Iowa: NAMI Iowa is a current HSI partner that addresses mental health stigma and support across Iowa, mirroring one of HSI's core Make It OK pillars. The organizations collaborate on Mental Health Awareness Month and Healthiest State Month, making NAMI Iowa a direct peer in the mental health awareness space.

Emerging players

• Blue Zones: Blue Zones works with communities to implement evidence-based well-being programs that address the same multi-pillar health behaviors (nutrition, physical activity, mental well-being) that HSI targets via 5-2-1-0 and Make It OK. Comparable in mission to drive population-level well-being, with a different programmatic framework.

Regional players

• Iowa Department of Public Health: Iowa Department of Public Health is the state government entity that administers public health and prevention programs across Iowa. While not a peer in the traditional sense, it is the most direct functional counterpart in scope and is a likely collaborator and occasional competitor for public health funding.
• Healthy Living Alliance (HEAL): Healthy Living Alliance is a comparable Iowa-focused healthy living coalition that partners with employers and community organizations to address chronic disease and well-being. Closely comparable in regional scope and target population, though more employer- and policy-focused.
• Live Well San Diego: Live Well San Diego is a comparable regional wellness initiative that convenes public, private, and nonprofit partners to improve population health outcomes in a single geography. Functionally analogous to HSI's statewide convening model, but serving a different region.

Broad incumbents

• American Heart Association (Iowa): American Heart Association operates Iowa-area cardiovascular health programs that overlap with HSI's heart-health partnership with the Iowa Heart Foundation. A broad incumbent in chronic disease prevention and health promotion, with similar school- and community-based reach.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HealthiestIowa
• Facebookfacebook.com/HealthiestIowa
• LinkedInlinkedin.com/company/iowa-healthiest-state-initative

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Healthiest State Initiative