No one should have to choose between rent, medication, or groceries just to get through the month.

Yet according to a new report from the New York Health Foundation, one in ten older adults in New York are food insecure, and more than half struggle to access affordable, quality food. Behind those numbers are daily trade-offs that quietly erode health, independence, and dignity.What is mentioned only once across the report’s many pages is one of the most direct, scalable tools we already have to address this crisis: supplemental benefits such as over-the-counter (OTC) and grocery programs.

More than an oversight, this is a missed opportunity. When designed well and spent locally, these benefits do far more than fill a pantry. They connect healthcare to community, turn a card into a lifeline, and give older adults real choice in how they care for themselves.

The power of choice in addressing hunger

OTC and healthy benefit programs go beyond nutrition. They enable choice, dignity, and community. For many older adults, the difference between having food and having choice is the difference between surviving and thriving. OTC and grocery programs meet people where they are, reducing stigma and reinforcing their connection to familiar community stores. Instead of standing in a separate line or traveling to a distant site, members can shop in the places they already know and trust.At ProHealth Connect, we see this every day. Older adults use their benefit cards at neighborhood supermarkets, small local grocers, and drugstores. They keep their normal routines, buy their favorite items, and greet store owners and cashiers who know them by name. They do not have to navigate complicated systems or travel across town. The experience feels like what it is supposed to be: a normal part of everyday life, not a spotlight on hardship.That autonomy transforms a benefit from a transaction into a lifeline for independence.

When members can use benefits locally, participation rises and outcomes improve. A benefit that can only be used in one channel or format often goes unused. A benefit that can be spent down the block at a trusted store becomes part of a weekly or monthly routine. At the same time, small retailers gain new revenue streams and become partners in community wellbeing. Every time a member swipes their card at a local supermarket, corner grocer, or pharmacy, that store becomes a visible part of the solution to senior hunger. These stores are not just points of sale; they are neighborhood anchors that understand their customers and see the realities of food insecurity up close.

Connecting healthcare and community

Food insecurity does not exist in isolation. It reflects how healthcare, economics, and community all intersect in the lives of older adults. When nutrition suffers, so do medication adherence, chronic condition management, and recovery after illness or injury. By making OTC and grocery benefits visible, durable, and accessible, health plans and policymakers can strengthen that intersection instead of allowing it to fray.

Integrating these benefits across more plans and more retailers can:

- Increase participation among older adults who might otherwise avoid assistance because of stigma, confusion, or access barriers.

- Support small retailers that already anchor their neighborhoods and serve populations most affected by food insecurity.

- Enhance health outcomes by turning food benefits into sustained behavioral health tools rather than one-time interventions.

This is not hypothetical. It is a proven model already working in local stores across New York and nationwide.

The infrastructure exists, the technology is in place, and retailers are ready to participate when programs are clear and well supported.

A call to recognize what works

The data is clear, the community impact visible, and the system already built. What is missing is visibility and commitment.Reports and policy papers should not relegate OTC and grocery programs to a single mention. They should place them at the center of the conversation on hunger and health, especially for older adults. Expanding these programs and ensuring they can be spent locally is one of the most immediate, scalable ways to fight senior hunger in New York and beyond.In a state as resourceful as New York, with systems and partners as capable as ours, no one should age hungry.

It is time to recognize and expand what is already working: local, dignified access to food through OTC and grocery benefits that connect healthcare to the real places people live their lives.

Every community deserves easy access to healthy products and essential goods. Yet for many neighborhoods, benefit programs that cover over-the-counter (OTC) items or grocery purchases have often felt out of reach. With ProHealth Connect (PHC), that is changing. Together, we can close the gap and give independent retailers a real chance to serve benefit cardholders directly in their own stores.

Why this matters
Across the country, millions of dollars in benefits go unused each year—sometimes as much as 70%. For families and older adults, that can mean missed opportunities to stock up on nutritious groceries or much-needed pharmacy items. Local merchants are perfectly positioned to help, but historically, only the biggest chains have been able to participate. By opening the door to community pharmacies, neighborhood supermarkets, and convenience retailers, PHC ensures that these dollars are spent where they can do the most good: close to home.

Eligibility simplified
If you operate a community pharmacy, grocery store, or even a neighborhood deli, you may be eligible to accept these benefits. PHC provides three pathways:

 
• PHC Pay™ — a dedicated terminal that makes acceptance quick and easy.
 
• PHC Link™ — integration with most point-of-sale systems for seamless checkout (with a few exceptions such as Liberty POS in pharmacy).
 
• PHC Go™ — a mobile option for Apple and Android devices, built for retailers on the move.

Fair and transparent pricing
With PHC, there are no hidden subscription or maintenance fees. Retailers simply pay $0.75 per transaction plus 2% of the purchase total, with funds disbursed by ACH in as little as 48 hours. Health plans typically fund benefits on a monthly or quarterly basis, with allocations ranging from $25–$350 per member per month. Because unused benefits do not roll over, your store has the opportunity to capture spend that might otherwise be lost.

Onboarding made easy
We know time is valuable. That’s why our onboarding process is designed to be straightforward:

 
1. Electronic signup and contract
2. Account verification and counter-signatue
3. Onbarding completion and training
4. Shipment of your terminal, complete with tracking.

A closer connection with your community
Beyond the revenue opportunity, accepting OTC and grocery benefits is about strengthening ties with your neighbors. When shoppers discover they can use their benefit cards in your store, they not only save time and travel—they feel supported by a business that understands their needs. Over time, that builds loyalty and positions your store as a trusted community hub.

Next steps
If you’d like to learn more about how PHC can help your store, we’re here to guide you. Reach out to our Support Team at support@prohealthconnect.com or call 718-971-9733 (Mon–Sat, 9 AM–6 PM EST). Together, let’s ensure no benefit goes unused and every customer feels welcome in your aisles.