Background: Currently, there is a gap in the literature examining attitudes, challenges, and opportunities around the promotion of healthy and low-cost options to WIC recipients from a retailer perspective. Methods: Five interviews were conducted with retailers to explore these construct as part of the formative research phase of the Duke-UNC USDA Center For Behavioral Economics And Healthy Food Choice Research (BECR). Interviewees were senior employees in national or regional grocery store chains with experience in WIC sales and administration. Results: Most interviewees were enthusiastic about the potential of promotions of healthy, low-cost food items to WIC recipients. The potential for increased revenue is a motivator for retailers to increase marketing efforts to WIC customers. The transition to EBT is also relevant to the promotion of healthy and low-cost food items because it frees up the costs and time of the store associated with administering WIC benefits. The possibility of increased revenue from fresh fruit and vegetable sales presents an area of potential collaboration between public health officials and retailers. The main barriers to increased promotion were the risk of stigmatization and restrictions around promotion of store items directly to WIC customers. Conclusions: This research indicates a need for public health practitioners to work with retailers to identify mechanisms to promote healthier options to WIC customers without creating additional stigma.Master of Science in Public Healt
