The Foundation for Fresh Produce is leaning on culturally relevant recipes, influencer engagement and retail dietitians to drive fruit and vegetable demand, expanding resources at its fruitsandveggies.org hub as consumer confidence evolves following what the foundation called one of the most unprecedented food safety recalls in American history.
That reference points to this summer’s multistate cyclospora outbreak linked to recalled iceberg lettuce from Taylor Farms de Mexico, which sickened more than 12,800 people in 21 states before the CDC declared it over Sept. 11.
The demand-building push arrives as the produce industry works to convert healthy intentions into purchases, with the foundation, the charitable arm of the International Fresh Produce Association, executing an integrated consumer and influencer content strategy on the industry’s behalf.
“You cannot achieve optimal health without eating fruits and vegetables every day,” said Lauren M. Scott, president of The Foundation for Fresh Produce. “Between the confusion and noise over the past few months and the ‘back-to-busy’ season upon us, we know professionals and consumers come to us for inspiration, encouragement and simple ideas to help them navigate the age-old question, what’s for dinner.”
Retail dietitians at the point of sale
Specifically targeting the retail segment of the industry is the foundation’s Retail Dietitian Immersion Event, held alongside IFPA’s Global Produce & Floral Show, where the foundation will host 20 retail registered dietitians to connect them with the industry, brief them on trends and new products, and arm them with strategies to drive produce consumption and basket growth in their stores.
The foundation’s professional engagement spans dietitians at retail, in K-12 and university dining, online, in media and at the point of care. Additional upcoming activities include a Sept. 24 webinar, “Beyond the Noise: How Trusted Voices Build Confidence in Fruits & Vegetables,” covering the latest Circana data trends and guidance for cutting through conflicting food messaging, and an exhibit at the Academy of Nutrition and Dietetics Food & Nutrition Conference & Expo, the world’s largest dietitian trade show, Oct. 24-27 in San Antonio.
On the consumer side, the foundation is releasing new recipes inspired by global food traditions, built on the premise that most families know produce matters but need practical ways to work it into everyday meals.
“We know that simply telling people to eat more fruits and vegetables isn’t enough,” said Jin Ju Wilder, CEO of Vesta Foodservice and board chair of The Foundation for Fresh Produce. “By working with food and nutrition professionals and providing practical resources like recipes and toolkits, we can help people turn nutrition knowledge into choices they can actually make at the grocery store and in their kitchens.”
Resources are available free at fruitsandveggies.org for health professionals, educators, produce organizations and other partners.
Related: Record Buyers, Big Ideas Define IFPA’s Global Produce, Floral Show