PHFE WIC
2025 Impact Report
Our mission is to nourish, educate, support, and empower
our clients and ourselves.
A Message from Our
Executive Director
2025 was a year marked by challenges that tested our resilience at PHFE WIC. I am so proud of the staff and how, at every turn, they rose to the occasion brilliantly. In the aftermath of the devastating Los Angeles fires, many of the families we serve, and even some of our own staff, found themselves scrambling to secure housing and put food on the table. During a time of profound uncertainty and loss, the team stepped up with compassion, determination, and an unwavering commitment to ensuring uninterrupted access to WIC and the many critical resources families needed.
In June, ICE patrols in Los Angeles created fear and confusion within several communities we serve. PHFE WIC staff once again adapted communication strategies to reassure families to maintain their appointments and continue shopping for WIC foods. We were particularly grateful for the ability to provide remote WIC services, an option not yet widely known among community members.
In August, we navigated a statewide infant formula contract change. Thanks to our experienced and knowledgeable staff, concerns were addressed promptly, ensuring a smooth transition and continued confidence for families feeding their babies. Around the same time, we successfully implemented a new electronic process for the Farmers Market Program, including the launch of a new QR-coded WIC Card. This improvement made it even easier for families to access the fresh, local produce they love at the Farmers Market.
In October, we joined the rest of the nation in confronting the longest government shutdown in U.S. history. “WIC is Open” and “Please keep your appointments” became our rallying cry, with staff pushing these critical messages through print, social media, and text outreach to ensure families stayed informed.
Amid all this turbulence and change, the WIC team never lost sight of joy and community. We continued planning meaningful events, including the Annual Breastfeeding Community Event you’ll read about in this newsletter. I cannot fully express the pride I felt when more than 100 women at our Latch On event began breastfeeding their babies together at the call of “GO!” That same creativity was on full display at the annual staff picnic, where an ordinary pineapple became a work of art during our decorating contest.
Looking ahead, we are thrilled about the upcoming improvements to WIC food packages….beginning April 2026, vegans will be able to participate fully. We are also optimistic that Congress will pass the MODERN WIC Act by September, making remote WIC services permanent. Finally, PHFE WIC will welcome new leadership in April. With fresh ideas and a continued commitment to excellence, the program is poised to be stronger than ever in service to our WIC families.
Kiran Saluja, MPH, RDN
Executive Director
WIC’s Core Services
Serving thousands of families across three counties
Who we served
261,794
Infants, children, and parents participated
800,000
Total touchpoints by PHFE WIC
$189.6 Million
In healthy foods provided to families
WIC staff are experts at connecting families to resources specific to their needs, including doula services, childcare, housing, legal assistance, Early Head Start, regional centers, immunizations, and more.
Connecting with
Our Communities
587,050
Diapers
given to 18,898 babies and children
92,000+
Books
distributed at all WIC locations in partnership with Little by Little, Books for Kids, and The Ella Fitzgerald Charitable Foundation
880
Support groups
for nutrition, pregnancy, and breastfeeding support groups facilitated virtually
60
Food boxes
given to WIC families in partnership with the Clementine Mobile Food Trolley
Modernizing the
Farmers Market Nutrition Program
$301,260
Worth of fruits and vegetables purchased by families through the WIC Farmers Market Nutrition Program
In August, PHFE WIC successfully launched its first-ever electronic Farmers Market Nutrition Program (eFMNP), allowing farmers market benefits to be loaded and spent electronically. With the elimination of paper farmers market checks, WIC families can easily purchase fresh produce by scanning the QR code on their new WIC card.
Nutrition Education Made Easy
In 2025, PHFE WIC prioritized expanding virtual services and training staff to provide video/telehealth counseling to WIC participants. We have convenient options to meet families’ needs and fit into their busy lives. WIC services are available in person at local WIC offices, by phone, video chat, and online. WIC families accessed nutrition education through virtual group classes and wichealth.org online health lessons.
10,145
Video health counseling sessions facilitated
435
Staff trained to conduct video appointments
550
Virtual group classes facilitated
73,553
Lessons completed through wichealth.org
Telehealth Testimonials from PHFE WIC Staff
“Participants are very interactive during video counseling sessions. They openly talk about different topics and are actively engaged. We are able to use breastfeeding props to demonstrate techniques.“
“Using Zoom for appointments creates a convenient, face-to-face connection that feels personal and builds rapport. It’s a flexible option for those who can’t easily come to the WIC center.”
A Circle of Breastfeeding Support
WIC empowers moms to reach their breastfeeding goals with personalized resources and support.
29.1% of newborns served by PHFE WIC were exclusively breastfed — an 8.2% improvement from 2024.
23
On-Site Lactation Consultants
31
WIC Peer Counselors
1,282
Hospital-grade breast pumps
given to 9 hospitals participating in the
WIC Pump Closet project
Breastfeeding and Family Resource Fair
In honor of Mother’s Day, PHFE WIC hosted its fourth annual Community Resource Fair at Whittier Narrows Recreation Area in El Monte. More than 1,200 individuals received air purifiers, diapers, books, goodies, and breastfeeding supplies. WIC connected families with dozens of local community organizations providing additional health and educational resources. Attendees enjoyed a day in the park with their families and participated in fun activities such as arts and crafts, dancing, face painting, and a Rethink Your Drink nutrition demonstration.
Let’s Latch
Together!
PHFE WIC hosted its second annual “Latch On” event to create a fun and memorable experience, celebrating and normalizing breastfeeding in our community. Over 100 proud parents gathered
to latch publicly, socialize, and support each other.
Reflecting on a Decade of Service
CinnaMoms celebrated its tenth anniversary in August 2025! CinnaMoms is dedicated to creating a warm, welcoming space for mothers, birthing people, and their families. For the first eight years, CinnaMoms operated virtually and out of local WIC offices before establishing a physical home, “CinnaMoms Crenshaw” in 2023. We took a walk down memory lane to reflect on CinnaMoms’s growth and impact, while recognizing CinnaMoms staff for their hard work. CinnaMoms Co-Founder, Karla Washington, CLE shared her initial vision for CinnaMoms and expressed her gratitude for the ongoing support of Black mothers and children. Families were also connected with community partners and received diapers, children’s books, and more.
CinnaMoms Crenshaw 2nd Anniversary
CinnaMoms received grant funding in 2025 from community organizations to continue addressing Black and infant maternal health disparities and improving health outcomes.
$200,000
Los Angeles Jewish Community Health Foundation
$100,000
LA Care GAAINS II Grant
$100,000
LA Care GAAINS III Grant
$30,000
Abundant Birth Project
$80,000
Kaiser Permanente Maternal
Health Initiative
$25,000
Kaiser Permanente Community
Health Grant
Advocating for WIC
through Research
PHFE WIC’s Research and Evaluation team, which includes Dr. Chris Anderson, Cat Yepez, Martha Meza, Nelly Mallo, and Dr. Shannon Whaley, successfully published 7 research papers in 2025. Their research explores WIC benefit redemption, program participation, health implications of infant formula ingredients, and WIC’s impact on food insecurity, diet quality, and obesity.
7
Research articles published
Anderson, Christopher & Chaparro, M. Pia & Whaley, Shannon. (2025). Performance of a two-item screening for household food insecurity during WIC services. BMC Public Health. 25. 10.1186/s12889-025-24477-3.
Anderson, Christopher & Chaparro, M. Pia & Whaley, Shannon & Ritchie, Lorrene. (2025). Receipt of a Lactose-Reduced Infant Formula With Corn Syrup Solids During Infancy Is Associated With Lower Dairy Intake Through Age 6 Years. Current Developments in Nutrition. 9. 106241. 10.1016/j.cdnut.2025.106241.
Anderson, Christopher & Whaley, Shannon. (2025). Household WIC Benefit Redemption Varies by Participant and Household Characteristics in Southern California. Journal of the Academy of Nutrition and Dietetics. 125. 10.1016/j.jand.2025.01.014.
Anderson, Christopher & Yepez, Catherine & Whaley, Shannon. (2025). WIC Service Use, Benefit Redemption, and Continued Participation Among Participants in California. Journal of the Academy of Nutrition and Dietetics. 125. 10.1016/j.jand.2025.05.009.
Au, Lauren & Arnold, Charles & Domfe, Christabel & Ritchie, Lorrene & Whaley, Shannon & Bitler, Marianne & Frongillo, Edward. (2025). Diet Quality and Weight Status are Predicted by Federal Nutrition Assistance Program Participation, Health, and Demographics. Current Developments in Nutrition. 9. 107505. 10.1016/j.cdnut.2025.107505.
Chaparro, M. Pia & Whaley, Shannon & Anderson, Christopher. (2025). Participation in multiple nutrition assistance programs early in the COVID-19 pandemic and dietary intake frequencies among WIC-participating children ages 1-4 years. Appetite. 217. 108355. 10.1016/j.appet.2025.108355.
Chaparro, M. Pia & Whaley, Shannon & Anderson, Christopher. (2025). WIC Households’ Participation in Multiple Nutrition Assistance Programs and Household Food Insecurity During the COVID-19 Pandemic. Journal of Nutrition Education and Behavior. 10.1016/j.jneb.2025.10.012.
2025 Workplace Excellence in Lactation Award
PHFE WIC was awarded the 2025 Workplace Excellence in Lactation Award by the California Breastfeeding Coalition for achieving high breastfeeding rates among employees, providing private pumping rooms, and for providing flexible accommodations for staff returning to work.
Kiran Saluja, MPH, RDN
Received the California Department of Public Health/Women, Infants, and Children Division’s (CDPH WIC) Inaugural Lifetime Achievement Award in honor of her remarkable contributions to the California WIC program.
Enrique Sebastian
Received the 2025 PHFE WIC Breastfeeding Gold Award for excellence in providing WIC dads with expert breastfeeding support. Enrique was recognized by colleagues and WIC participants for continuously providing empathetic support and guidance for families, including fathers seeking advice on ways to support their breastfeeding partners.
Our Team
536
Employees
99
Registered Dietitian Nutritionists (RDNs)
27
Lactation Consultants (IBCLCs)
Dietetic Internship Program
30 Years Strong
4
Dietetic Intern program graduates
A total of 171 staff has graduated since the PHFE WIC Dietetic Internship Program began in 1995. The program provides a part-time, one-year internship consisting of 1000 hours of supervised practice and 120 hours of didactic instruction, making interns eligible to take the Registered Dietitian Nutritionist (RDN) Exam. Interns work in relevant settings, including food service management, medical nutrition therapy, and community nutrition practice.
WIC in the News
During the government shutdown, PHFE WIC remained open and continuously provided resources to WIC families and other affected families. WIC staff appeared in news segments, interviews, and roundtables to highlight the importance of funding, inform families about ongoing WIC services, and advise participants to continue using their benefits.
Shannon E. Whaley, PhD, Director of Research and Evaluation at PHFE WIC, was invited by Congressman Ted Lieu to discuss the consequences of pausing federal loans, grants, and financial assistance programs.
Shannon E. Whaley, PhD, Director of Research and Evaluation at PHFE WIC, spoke with Dr. Jessica Knurick about WIC’s impact and the importance of keeping the program continuously funded during the government shutdown.
Government shutdown could impact program that serves millions of women, infants and young children – Spectrum News 1
Blanca Vargas, MPA, RDN, Senior Manager of Operations at PHFE WIC, appeared in a Univision news segment in late October to inform viewers that WIC would be fully funded during the government shutdown and urge qualifying families to apply.
The LA County Board of Supervisors approved a partnership between PHFE WIC and the Los Angeles County Department of Social Services to increase awareness of the WIC program and to expand access to WIC services.
In an interview conducted by Telemundo, Blanca Vargas, MPA, RDN, Senior Manager of Operations at PHFE WIC, informed viewers that families receiving CalFresh automatically qualify for WIC.
IBCLC Training Program
Seven staff were awarded the CDPH/WIC Lactation Training Scholarship and participated in the “Grow Our Own IBCLC Program” through Riverside County WIC. This virtual program provides staff with 95 hours in coursework needed to qualify for the IBCLC exam. Staff worked on multiple projects, including a longitudinal case study, as well as posters, flyers, and social media posts detailing various breastfeeding topics. They provided support for breastfeeding mothers and families specific to their needs and goals.
Maria Lozada Alvarado
Melissa Bermudez
Christina Bucaro
Susan Leal Herrera, RDN
Yvonne Maya, RDN
Estefania Ramos
Valeria Rodriguez
Welcoming Our New Executive Director
PHFE WIC is proud to announce the promotion of Denise Gee, MPH, RDN, to Executive Director of PHFE WIC, a program of Heluna Health. In April 2026, Denise will succeed Kiran Saluja.
Denise has been with WIC since 1989 and was Deputy Director of Program Quality and Communication from 2019 to 2025. She was recently promoted to Associate Executive Director. She is a familiar and respected leader within the organization, and her journey with WIC reflects a deep commitment to public health, innovation, and service.
During her WIC career, Denise has been instrumental in connecting WIC families to CalFresh, Medi-Cal, Welcome Baby, and Home Visitation programs. She played a key role in maintaining program integrity, managed projects with partner agencies to promote preconception health, and conceptualized tools woven into the fabric
of PHFE WIC’s daily operations.
Denise’s leadership is a testament to her commitment to the WIC mission, innovative spirit, and ability to lead through times of challenge and change. Her promotion positions PHFE WIC for a strong and innovative future.
Denise Gee, MPH, RDN
Associate Executive Director
Thank you to our dedicated staff and community partners who consistently provide exceptional support to families, demonstrating an unwavering commitment to improving the health, well-being, and resilience of parents and children in our communities.
As the demand for WIC services continues to grow, we reaffirm our commitment to supporting parents and young children in our community with renewed enthusiasm, compassion, and dedication throughout 2026.
See Our Past Reports
