Insurer pays its members to eat organic food

This is one of the most amazing things I've ever heard.

I found a health insurance company in Wisconsin that pays its member to eat organic food.

Here's the whole story.An insurance company called Physicians Plus, based in Madison, Wisconsin, offers to pay its members for taking part in a community supported agriculture (CSA) co-op.

Community supported agriculture is where consumers invest directly with the farmers each year to receive a portion of the crops.

Physicians Plus has created a partnership with the Madison Area Community Supported Agriculture Coalition. Whenever a member of their insurance plan participates in the CSA, Physicians Plus will pay several hundred dollars a year toward to cost of the organic produce.

I interviewed Kathryne Auerback of Physicians Plus a few months ago about this incredible program. You can hear the full interview here (Part 1, Part 2). She gives the details of what the program entails and how members qualify for it. I asked her why they started the incentive and she replied that it made sense for an insurance company to help its members become healthier, and that that would be better for everyone - the member, their family and Physicians Plus.

Hmm. Rings true, huh?

Unfortunately, it's only available in the Madison, Wisconsin area right now. But I'm hopeful that if it's successful, other insurance companies will follow suit.