This paper examines the impact of a rewards-based incentive program on fruits and vegetable purchases in a supermarket located in a predominately minority community in Philadelphia, Pa. Researchers conducted a four-phase prospective cohort study with randomized intervention and wait-listed control groups. Households in the intervention were provided a 50 percent rebate on fresh or frozen fruits and vegetables, which was reduced to 25 percent during a tapering phase, and then eliminated. Researchers found that households that received the 50 percent rebate purchased both more vegetables and fruits than did the control households. Intervention households purchased an average of eight more servings of vegetables and 2.5 more servings of fruit per week than control households. When the incentive was reduced and then discontinued, household purchases of fruits and vegetables were similar to baseline.