Connecting Food as Medicine and Healthcare Benefits: NationsBenefits® and Price Chopper/Market 32 Expand Access to Healthy Food and Products with Fintech Integration

PLANTATION, Fla.--(BUSINESS WIRE)--NationsBenefits®, the leading healthcare fintech, supplemental benefits, and outcomes platform, today announced its latest integration to its growing retail network with Market 32 and Price Chopper. The partnership integrates NationsBenefits proprietary Basket Analyzer Service (BAS) technology, revolutionizing how health plan members use their benefits at Market 32 and Price Chopper’s 129 locations across its six-state Northeast footprint. This partnership expands healthcare-retail access, enabling seamless transactions for eligible OTC products, groceries, and wellness essentials, while ensuring real-time adjudication and compliance for health plans.

The intersection of healthcare and fintech is reshaping how members access their healthcare benefits. Health plan members often struggle with benefit confusion, ineligible transactions, and delayed processing at checkout—creating a frustrating experience that deters engagement and adherence to essential health programs. By integrating NationsBenefits technology and Mastercard-powered infrastructure, Market 32 and Price Chopper customer members in NY, VT, NH, MA, CT, and PA can now effortlessly use their benefits at checkout, improving convenience, efficiency, and accessibility.

“BAS technology is redefining how members access and use their healthcare benefits—making it as seamless as any other financial transaction,” said Michael Parker, co-CEO of NationsBenefits. “Our fintech-driven approach eliminates barriers between health plans, retailers, and members, ensuring benefits are effortlessly utilized, fully compliant, dietitian-approved, and driving meaningful engagement and better health outcomes.”

Bringing Food as Medicine to the Healthcare Retail Space

With food insecurity directly linked to poor health outcomes, NationsBenefits and members of its rapidly growing retail network are working together to expand access to nutritious foods through supplemental benefits. Research shows that low-income individuals with limited access to fresh, healthy foods are at significantly higher risk for diet-related chronic diseases. Through this integration, members can use their benefits to shop for fresh produce and health-conscious groceries, ensuring they can make better nutritional choices that positively impact their well-being.

"At Market 32 and Price Chopper, we’re always looking for new ways to make healthy, high-quality food and essentials more accessible,” said Blaine Bringhurst, president of Market 32 and Price Chopper. “This collaboration builds on our ongoing efforts to support the well-being of our customers—helping them maximize their benefits while making nutritious choices for themselves and their families. It’s a seamless experience that empowers shoppers and reflects our commitment to provide value, convenience, and care for the communities we serve."

Market 32 and Price Chopper remain focused on delivering an exceptional experience rooted in fresh, high-quality products and services and innovative programs. With a continued focus on meeting customers where they are, the company is helping to support healthier lifestyles, simplify shopping, and make every trip to the store more rewarding.

This integration marks another step in NationsBenefits mission to modernize healthcare benefits through fintech, retail partnerships, and innovative benefit distribution strategies. By leveraging cutting-edge technology, NationsBenefits is leading the transformation of supplemental benefits, creating a seamless, efficient, and outcome-driven healthcare experience for members across the country.

About NationsBenefits®

NationsBenefits® is the leading provider of supplemental benefits and fintech solutions and outcomes to the healthcare industry. NationsBenefits partners with managed care organizations to provide innovative healthcare, data analytics, gap closure, and fintech solutions aimed at driving growth, reducing costs, and delighting members. Combining its cutting-edge technology with targeted retailer partnerships, NationsBenefits empowers health plans to deliver impactful supplemental benefits to optimize member experiences and drive better health outcomes. By simplifying processes to make smarter choices and expanding access to benefits solutions, NationsBenefits aims to improve each of its members’ quality of life through its revolutionary and comprehensive suite of offerings. To learn more, visit NationsBenefits.com.

About Market 32 and Price Chopper

Based in Schenectady, NY, Market 32 and Price Chopper operate 129 Market 32 and Price Chopper supermarkets and one Market Bistro, employing 16,000 teammates in New York, Vermont, Connecticut, Pennsylvania, Massachusetts, and New Hampshire. The American-owned company, founded by the Golub family in 1932, prides itself on longstanding traditions of innovative food merchandising, cutting-edge brand development and store design, leadership in community service, and cooperative employee relations. For additional information, please visit www.pricechopper.com.

The Benefits Mastercard® Prepaid Card is issued by The Bancorp Bank, N.A., Member FDIC, pursuant to a license by Mastercard International Incorporated. Mastercard and the circles design are registered trademarks of Mastercard International Incorporated. The card can be used for eligible expenses wherever Mastercard is accepted. Valid only in the U.S. No cash access.