Many American families face multiple barriers in achieving nutrition recommendations, including food costs, limited access, time constraints, transportation challenges, cultural food preferences, and competing household priorities. This webinar will provide registered dietitians, WIC* professionals, and community nutrition practitioners with evidence-based, practical counseling strategies to help families navigate these barriers while promoting nutritious eating patterns that are realistic, culturally responsive, and sustainable. This complimentary session will explore approaches for addressing common misconceptions about the affordability of healthy eating, supporting behavior change through culturally relevant counseling, and helping families maximize their grocery budgets, including accessing and using government support programs such as WIC.