A US-based non-profit venture is offering a startlingly simple solution to childhood obesity. It is well known that obesity is a disease of the poor people in rich countries as these persons cannot afford fruits and vegetables.

The Wholesome Wave Company offers "Health-Bucks" to children in low income neighbourhoods. The "Health-Bucks" are tokens that are redeemable for fruits and vegetables at greater quantities. The farmers who sell their produce in this manner are reimbursed by grants and nonprofits, and this encourages farmers to produce more and earn more.

This unique concept offers a win-win situation for all, and the New York Times has praised the initiative- rightly saying that it encourages doctors to prescribe fruits and vegetables and not pills!