Longtime National WIC Association staffer named president and CEO

Georgia Machell has been named president and CEO of the National WIC Association, the nonprofit education and advocacy arm of the Special Supplemental Nutrition Program for Women, Infants and Children.

Machell, who had served as NWA’s interim president and CEO since September 2023, becomes only the third permanent head of the organization since 1990, according to a news release.

“For 50 years, WIC has transformed the lives of millions of women, babies and young children across the United States. I couldn’t be more grateful to lead an organization that is so deeply committed to supporting families during such important times in their lives,” Machell said in the release. “WIC’s incredible track record of improving health and helping moms and young children thrive is second to none. NWA is committed to doing everything in its power to ensure that the next 50 years for WIC are even more successful, and I can’t wait to see what the future brings.”

Machell has served in a variety of roles since joining the organization in 2015, including senior director of research and program operations, managing director and chief operating officer. During her tenure, Machell has raised $16 million for NWA to expand its operations and invest in staff capacity and development, the release said.

Under Machell’s leadership, NWA says it led the successful advocacy effort to secure an additional $1 billion in congressional funding for WIC that allows the program to keep pace with rising enrollment during the current fiscal year. Machell also announced NWA’s significant new investments to diversify WIC agency staffing and make the participant experience more accessible.

Prior to joining NWA, Machell holds a doctorate in food policy from City University of London. In 2022, she completed a certificate in nonprofit executive leadership from the McCourt School of Public Policy at Georgetown University.

Machell previously worked for organizations such as the Centre for Food Policy and First Steps Nutrition Trust to improve access to nutrition throughout the United Kingdom, the release said.

“Since taking on the interim leadership role, we have gotten a front-row seat to Georgia’s effectiveness as a leader and the passion she brings to NWA’s mission. We are absolutely confident that she is the right person to lead NWA at this crucial moment,” said Kate Franken, board chair of NWA. “As Georgia often reminds us, WIC is about people — the families who participate in WIC and the WIC agency staffers who serve their communities. In Georgia, they are getting a tireless advocate who will fight every day on their behalf.”

Founded in 1985, NWA represents 88 geographic, territorial, Indian and Native American state agencies and more than 2,000 local agencies. Together, these agencies provide quality nutrition education, breastfeeding support, healthy foods and other referral services to 6.7 million at-risk women, infants and children, the release said.

“Those of us who fight for WIC today stand on the shoulders of the public health visionaries who helped create the program in 1974. Their example continues to guide our work,” Machell said. “I am deeply grateful for the faith and trust the Board has placed in me. Alongside my NWA colleagues, WIC’s congressional champions, USDA partners, WIC agency staff, and most importantly the participants who rely on the program, I am honored to do my part to make WIC — and, in turn, our country — better, fairer and stronger in the years ahead.”