Health is the hook: Leveraging the food as medicine movement in produce
In the grocery retail landscape, where shoppers are bombarded with choices, health is proving to be the ultimate differentiator. The rise of the food as medicine movement presents an incredible opportunity for produce departments to move from transactional spaces to transformative ones, places where shoppers can find both nourishment and knowledge.
According to the 2024 FMI Food as Medicine Survey, 71 percent of shoppers believe the foods they eat can help improve their overall well-being. Even more compelling, 44 percent of consumers now say they choose where they shop specifically based on the health and wellness resources offered at that store. For fresh produce, this is a green light to step forward as the front-line solution.
Wellness is the value proposition
Fresh fruits and vegetables already are the most functional foods available, but what’s often missing is the bridge between what we, as an industry, know and what shoppers experience. Most consumers don’t walk into the produce department thinking, “I’m here for lutein-rich leafy greens to support eye health.” But they are thinking, “How can I help my family stay healthy during cold season?” or “What foods will help my kids focus at school?”
Bringing this context to life, through simple signage, digital content, recipe ideas and cause marketing, adds relevance to routine purchases and inspires trial.
At Healthy Family Project, we’ve seen this approach resonate through initiatives like our Food Rx program, a video series where a registered dietitian connects everyday produce items to real-life health needs like immune support, gut health and brain function. Furthermore, campaigns like our Mission for Nutrition program bring that message into homes, classrooms and stores hoping to reframe produce not just as food, but as fuel for the family.
Timing is everything: Back-to-school and family meals month
As families shift into the back-to-school routine, the need for nourishing meals that support focus, energy and immunity rises to the top. The produce department can lead with content around brain-boosting lunchbox ideas, family-friendly sheet pan meals and produce pairings that encourage balanced snacking.
Then, in September, Family Meals Month offers another platform for connecting health with habits. Research from the Journal of Nutrition Education and Behavior shows that children who participate in frequent family meals consume more fruits and vegetables and are less likely to develop disordered eating behaviors. When retailers promote family meals with fresh produce at the center, they’re not just increasing sales, creating lifelong produce customers as well.
By integrating food as medicine messaging into seasonal displays, signage and store events, retailers can create deeper engagement that results in more items in the basket and drive incremental sales.
The road ahead: From ingredients to impact
It has always been clear that shoppers are hungry for more than food — they want solutions. By embracing the food as medicine movement with authenticity and education, the produce industry can meet that need while driving measurable results.
Healthy Family Project’s tools, like our Produce Tips, What’s in Season infographics, Fresh Factor content and cause-based promotions are built to support retailers and brands looking to engage shoppers through wellness-based content and conversations.
To stay relevant in today’s market, we as an industry must think beyond price and availability. It’s time to lean into produce’s superpower: its ability to heal, fuel and bring families together.
Because in the end, health isn’t just a hook, it’s the whole story.
