An 84-page comprehensive guide to starting and operating a nutrition incentive program at a farmers markets, farm stand, or mobile market, Wholesome Wave provides thorough information on program set up, design, operations, financial controls and data collection, and outreach. This toolkit could be used effectively by any farm direct site starting or expanding a program, and is filled with practical information, links to resources, and visually-effective ways of helping those running nutrition incentives to know how to be successful.