Utilizing a combination of service design and business planning, we are re-envisioning and re-designing a key, customer-facing component of the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC). WIC provides food, nutrition education, breastfeeding support, and referrals to health care and social services to nutritionally at-risk low-income pregnant women, new mothers, infants, and children through age 4. In California, the WIC program licenses: mainstream stores to offer WIC products and accept WIC vouchers, WIC-only stores, and WIC+ stores. We seek to fundamentally transform the WIC-only and WIC+ stores from little more than “voucher exchange service windows” into a welcoming, encouraging and educational shopping experience that inspires and supports WIC and non-WIC users alike to live well by eating well. We are designing prototype “Wholesome WIC” stores and new business models that sustain not just improved nutritional access but also generate grassroots economic and neighborhood development.