Mike Tyson, the produce industry’s unlikely advocate 

Boxing legend Mike Tyson starred in a Super Bowl Sunday advertisement promoting the Make America Healthy Again message. 

It boldly says processed food kills and features Tyson eating an apple while promoting “real food.” 

Last month, the U.S. Department of Health and Human Services and U.S. Department of Agriculture released the 2025-30 Dietary Guidelines for Americans with the message, “eat real food.” 

In the ad, Tyson said his sister died of obesity at age 25 after a heart attack. He said he had gotten up to 345 pounds, which led to self-hate and suicidal thoughts. 

“Something has to be done about processed food in this country,” Tyson says as the words “processed food kills” appear on the screen. Then he ends the ad loudly crunching a fresh apple, with the words “eat real food” on the screen. 

The ad, which cost an estimated $8-10 million, was paid for by a group called MAHA Center Inc., a 501(c)(3) nonprofit, which is led by Tony Lyons, a publisher, who also ran a super PAC that endorsed Robert F. Kennedy’s presidential bid. 

Kennedy was appointed by President Trump to be Secretary of HHS. 

HHS did not pay for the ad, but Kennedy, the White House, and other health leaders posted support for the ad on social media. 

It was a stark contrast to the many food and drink ads during the Super Bowl by brands such as Lay’s, Pringles, Ritz, Nerds, Pepsi, and Budweiser. One could easily infer that these brands represent processed food. 

Is this the sort of message that is helpful to the effort to increase fruit and vegetable consumption? 

“It was great to see Mike Tyson choosing an apple in front of 150 million people, and we hope it encourages Americans to eat more fruits and vegetables!” said the International Fresh Produce Association’s BB #:378962 Vice President of Nutrition and Health Mollie Van Lieu. 

While it was not an official government ad, she said viewers likely perceived it to be. 

“This moment highlights why it’s important for federal agencies to define ultra-processed foods and set a clear framework for strategies to increase fruit and vegetable consumption,” Van Lieu said.  

“If we’re serious about improving public health, we have to make it easier for Americans to eat more fruits and vegetables. Reducing consumption of unhealthy foods is a piece, but we need to make sure fruits and vegetables remain central to national nutrition guidance and policy.” 

She said IFPA remains committed to existing policies that are proven to increase produce consumption, including:  

1. Produce prescription programs, which have lowered healthcare costs and improved outcomes for patients with chronic conditions;  
2. Front-of-package nutrition labeling to better inform consumers and prevent misleading “fruit and vegetable” claims on products with little or no real produce;  
3. Supplemental Nutrition Assistance Program (SNAP) nutrition incentives and Women, Infants, and Children (WIC) Cash Value Benefits, which improve affordability and access to produce; and  
4. School meal and snack programs, including the Fresh Fruit & Vegetable Program (FFVP), which have shown lasting benefits in improving children’s eating habits and health.  

Any successful ad inspires emotion and action. MAHA supporters hope it will lead to healthier eating habits from Americans.  

Some critics have called it “fat-shaming” and confusing by conflating processed foods with ultra-processed foods. 

I’d say, if Mike Tyson wants to be on your side of something, it’s wise to let him.