Unlocking Health Benefits: How FarmboxRx’s Food-As-Engagement Model Transforms Health Insurance for Clients

FarmboxRx is making waves in the food delivery space by providing fresh fruits and vegetables to people who need them the most. This innovative business connects with health programs like Medicaid and Medicare to ensure good nutrition is accessible to everyone.

Ashley Tyrner-Dolce, the founder, started FarmboxRx from her own experience. While pregnant and living in a rural area of Arizona, she struggled to find healthy food options. This motivated her to create a solution. Today, the company has expanded its reach to all 50 states and generated over $35 million in revenue.

FarmboxRx operates on a unique “food-as-engagement” model, which acknowledges the crucial role food plays in health care. It targets chronic disease management, making it a covered benefit for many insurance plans. Ashley explains, “Our mission is to get healthy food to hungry people who desperately need it.”

Expanding Access to Wellness

FarmboxRx is part of a trend that elevates wellness and access to healthful options as vital services. This shift gained momentum during the pandemic when more people focused on self-care. Many businesses are starting to recognize the importance of providing health-oriented products through insurance coverage.

As a B2B startup, FarmboxRx is trailblazing alongside other innovators like Noom and Talkspace, which are reshaping how health and wellness services are delivered. The emphasis is on making these services available to everyone, regardless of income or location.

Overcoming Challenges

Starting FarmboxRx was not easy. After many rejections from investors, Ashley launched in 2014 by selling produce directly to consumers. She initially relied on word-of-mouth marketing and online ads.

Breaking into the insurance market was particularly challenging. Medical companies were hesitant to partner with a new vendor, but persistence paid off. After a speaking engagement led to a connection with a healthcare provider, FarmboxRx found its first clients, leading to a successful pilot program that encouraged health tasks in exchange for produce boxes.

Now, FarmboxRx works with 92 health plans across the country and uses one of the largest produce distributors for its operations.

Using Technology for Personalization

FarmboxRx goes beyond just delivering food; it provides health literacy materials along with each box. These publications include recipes based on the box’s contents and tips for healthier living. Content is tailored to each health provider’s needs and translated into multiple languages.

The team remains dedicated to ensuring that every box is filled with fresh produce, regardless of shipping location and season. Ashley emphasizes the importance of the experience clients receive, stating, “That is our secret sauce.”

Interestingly, FarmboxRx has not sought venture capital. Instead, Ashley has been resourceful, reinvesting profits back into the business. Her aim is to innovate continuously, recently incorporating artificial intelligence to better understand member needs and improve support for those who may need extra help.

“As we move into 2025, we are focusing on technology that predicts and customizes our offerings to members’ health conditions,” Ashley explains, reinforcing the importance of both food and education in their mission.