Kathy Higgins, CEO of the Alliance for a Healthier Generation, is a national expert on health care and philanthropy, having previously served as the president and CEO of the Blue Cross and Blue Shield of North Carolina Foundation. Higgins leads Healthier Generation's team of nearly 100 professional staff across the nation working to make the healthy choice the easy choice for all children. This includes supporting tens of thousands of schools and youth-serving organizations in creating healthier learning environments in all 50 states and the District of Columbia; working with companies to improve their individual and industry-wide business practices to improve children's health; driving strategic collaboration with the business sector at the national and local levels to shape supply, build demand and improve access to healthier foods and beverages; and leveraging a robust online platform and expansion in digital technologies to improve program experience and deliver powerful marketing programs and campaigns that raise awareness and drive action toward healthier futures for all children. Prior to taking on the role of Healthier Generation CEO in January 2019, Higgins spent more than 30 years at Blue Cross Blue Shield of N.C.