The Produce Reporter Week in Review May 23, 2025 

Since entering politics nearly a decade ago, President Trump has been polarizing, and that’s no different today. 

It’s a shame his Make America Healthy Again agenda also gets caught up in politics because it has the potential to be a tipping point in improving American citizens’ health and increasing produce consumption. 

The administration released its Make America Healthy Again (MAHA) Commission report this week, and increasing fruit and vegetable consumption is noted as a priority.  

We have a diet and lifestyle health crisis in our country, and this is the first time in generations that government has acknowledged it and proposed remedies. 

We know that 90 percent of Americans do not meet fruit and vegetable consumption goals, and we know how much healthier Americans would be if they did. 

In response to the release, the International Fresh Produce Association (IFPA) said, “We stand by our MAHA recommendations released earlier this year and look forward to opportunities for the fresh produce sector to engage in shaping policies that will improve health outcomes for all Americans.”

Among those recommendations are embedding produce prescriptions as covered benefits in the health system and expanding produce purchases in government food programs. 

These are things that would increase Americans’ health and address the obesity and chronic illness crisis. And of course, they would lead to more sales of fruits and vegetables, which we obviously support. 

Education and increased access to fruits and vegetables will not be enough to make lasting health changes. 

As I said in a column last month, I believe motivation matters more than education when it comes to changing American eating and lifestyle habits. Everyone knows fruits and vegetables are good for them.

Why aren’t they eating more of them? 

There are many ways to address motivation, from the carrot approaches to the stick ones. 

IFPA’s marketing slogan, “The Joy of Fresh” goes for the carrot or the positive approach, and I’d like to see it expand beyond IFPA. 

People should embrace the joy of living a healthier and happier life through better diet and exercise, which also needs less medical intervention. I think it has a better chance of motivating change than the fear of being unhealthy. 

MAHA has an opportunity to make systemic changes in the health of Americans and the business health of the produce industry. 

We need to monitor its progress and hold MAHA leaders accountable for delivering on their promises.