The Special Supplemental Nutrition Program for Women, Infants, and Children, commonly known as WIC, provides nutritious food, nutrition education, breastfeeding support, and health care referrals to pregnant and postpartum women and families with young children with low income. WIC participation improves diet quality and health outcomes, but participation was decreasing until online services and expanded food packages were recently implemented. Focus group discussions with 44 English and Spanish-speaking WIC participants revealed facilitators and barriers to program participation and retention. Facilitators included supportive WIC staff and social support. Satisfaction with WIC foods, nutrition education, and breastfeeding support also encouraged full benefit utilization and program retention. Barriers included lack of awareness and misperceptions about WIC and negative shopping experiences such as difficulty finding WIC foods. Participation in WIC may be encouraged by changing public perception of the program, improving shopping experiences, and providing a source of community for participants. The study was conducted by KC Fiedler, Danielle Lee, Elsa Esparza, Celeste Felix, and Lorrene Ritchie from the Nutrition Policy Institute, Jessica Rangel from UC Berkeley, Rebeca Oropeza and Loan Kim from Pepperdine University, and Georgia Machell from the National WIC Association. It was funded by the Robert Wood Johnson Foundation.