Foundation for Fresh Produce drives produce demand with plan for fall

New resources for professionals and recipes inspired by global food traditions support back-to-busy routines

NEWARK, Del., September 15, 2026 – As consumer confidence evolves following one of the most unprecedented food safety recalls in American history, The Foundation for Fresh Produce BB #:157162 continues to drive demand for fruits and vegetables through new culturally diverse recipes, resources for professionals, and easy-to-use tools at its central hub fruitsandveggies.org.

“You cannot achieve optimal health without eating fruits and vegetables every day,” says 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.” 

To help, The Foundation for Fresh Produce continues to execute its integrated consumer and influencer content strategy through fruitsandveggies.org.

From new recipes and meal ideas that make fruits and vegetables an easier, more appealing part of everyday eating, to engagement opportunities for food and nutrition influencers, The Foundation is helping drive consumption on behalf of the industry.

For Consumers:

For many families, the challenge isn’t knowing fruits and vegetables are important. It’s finding practical ways to incorporate them into everyday meals. Recipes help bridge that gap by turning healthy intentions into action.

The new recipes are part of The Foundation’s mission to increase fruit and vegetable consumption by providing practical meal ideas that help families put healthy intentions into action and lead to improved health outcomes over time.

“Recipes are one of the most powerful tools for behavior change because they turn nutrition advice into action,” said Emily Holdorf, MS, RDN, community and influencer manager for The Foundation for Fresh Produce. “When healthy choices fit naturally into daily routines, and the ingredients reflect cultures, traditions and taste preferences, lasting habits can follow.”

For Professionals:

The Foundation also engages with registered dietitians who span various points of influence, reaching and inspiring people where they are making food choices every day. Whether at retail, in K-12 school cafeterias or university dining halls, online, in media, or at the point of care alongside a doctor’s visit, these trusted food and nutrition influencers play an important role in building consumer confidence and reinforcing the importance of eating more fruits and vegetables.

Upcoming activities include:

1. Health & Wellness Webinar – Thursday, September 24 at 2:00pm ET:  Beyond the Noise: How Trusted Voices Build Confidence in Fruits & Vegetables

Nutrition advice, social media trends, food safety headlines, and conflicting messages about food are competing for attention every day. As questions and uncertainty grow, food and nutrition professionals have a unique opportunity to help people cut through the noise and feel confident about including more fruits and vegetables in their lives. Join IFPA experts who will cover the latest Circana data trends, as well as advice on how to continue to inspire consumers and break through the noise.  

2. Retail Dietitian Immersion Event, held alongside IFPA’s Global Produce & Floral Show. Retail dietitians play a vital role in guiding consumers at the point of sale, translating nutrition science and consumer trends into practical guidance that inspires purchase and consumption. The Foundation will host 20 retail RD’s at this year’s Global Produce & Floral show, to connect them with the industry, enlighten them on trends and new products and also arm them with insights and strategies they can take back to their stores to drive produce consumption and basket growth.
3. The Academy of Nutrition and Dietetics Food & Nutrition Conference & Expo (FNCE): The Foundation will exhibit at the world’s largest trade show for dietitians, this October 24-27 in San Antonio Texas. The show presents an opportunity to engage with thousands of dietitians, make new connections, share resources and have conversations that inform future content needs to support the health professional community.  

“Our industry has a tremendous opportunity to connect with people through the foods and flavors they know and love,” said Jin Ju Wilder, CEO, Vesta Foodservice and Board Chair of The Foundation for Fresh Produce.

“We know that simply telling people to eat more fruits and vegetables isn’t enough. 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 of charge at fruitsandveggies.org and can be shared by health professionals, educators, produce organizations and other partners looking for trusted nutrition education and meal inspiration resources.

About The Foundation for Fresh Produce

The Foundation for Fresh Produce is growing a healthier world by changing the trajectory of human health. We believe fruits and vegetables are the answer and we must remove barriers that prevent people from eating them.

The Foundation boosts the appeal of fruits and vegetables as an integral part of people’s diets, improves access, nurtures passionate fruit and vegetable professionals, and scales partner programs that strengthen our collective global impact. To join in changing the trajectory of human health, visit www.freshproduce.com/foundation to learn more and donate. For consumer inspiration and professional nutrition education, go to www.fruitsandveggies.org.

Contact: Ashley Sempowski, media@freshproduce.com; Katie Calligaro, kcalligaro@freshproduce.com