In 2009, the U.S. Department of Agriculture implemented changes to the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) food package. This paper explores the perceptions of owners and managers of small food stores about implementation successes and challenges related to the new WIC package. Findings from qualitative interviews across seven states indicate that overall store managers/owners felt the WIC changes increased the number of customers, sales, and profits. However, they also reported experiencing initial challenges associated with implementing the package changes, including obtaining a steady supply of perishable foods and explaining the new rules to WIC customers.