With fruit and vegetable consumption remaining below recommendations, awareness is not the problem — execution is. As March marks National Nutrition Month in the United States, and buzz around federal nutrition guidance remains in the headlines, the produce industry has a real opportunity.

National Nutrition Month should not be treated as a campaign moment but as a mobilization moment. The difference is simple: campaigns ask people to pay attention. Mobilization gives them something to do with it. That means moving beyond promotion and into infrastructure — building the systems and environments that make healthy eating the path of least resistance.

Nutrition is a Growth Strategy – If We Treat it Like One 
Treating nutrition as infrastructure rather than a campaign isn’t just good public health strategy — it’s a growth strategy. Shoppers’ expectations around health, value and trust are rising, and produce has inherent credibility, but reputation alone isn’t enough. Consumers aren’t ignoring fruits and vegetables because they don’t know they’re healthy — they’re navigating real barriers like time, cooking confidence and daily demands. Shifting behavior requires actionable support and lowered friction, not just better messaging. 

If we want nutrition to drive growth, it must show up where decisions are made and across every environment influencing those decisions. That means equipping retailers, health professionals, schools and community programs with resources, consistent messaging and practical support to help people actually change how they eat.

Where Decisions Actually Happen 
The execution gap closes when people can act on what they already intend to do. That means meeting them where decisions actually happen, not filing it away as a good idea for later. 

People are making food decisions in the grocery aisle, at 6:00 p.m., with limited time and competing priorities. If nutrition is to drive growth, it must be actionable at the point of decision. That means simplifying messaging so it answers a practical question: What can I do with this tonight? It means reframing value in terms consumers understand — cost per serving, meal stretch and versatility — while also making functional nutrition benefits more visible, whether that’s fiber for fullness, potassium for heart health or pairing produce with protein to build balanced meals. It means building preparation confidence through clear usage cues and solutions that reduce friction.

When nutrition is built into merchandising — through meal solutions, thoughtful cross-category placement and clear in-store guidance — fruits and vegetables move from should-haves to essentials. That shift is where behavior change begins.

Even the best in-store experience can’t carry the full weight — not when consumers are piecing together their food decisions from a dozen different sources before they ever set foot in the store. They hear one message in the grocery store, another on social media and another in a healthcare setting. When that info conflicts, confusion wins.

Retail, healthcare, schools and community programs should reinforce, not compete with one another. Consistent language around affordability, preparation and everyday use builds trust and reduces the mental load for shoppers. The recently released Fruit & Veggie Handbook, by The Foundation for Fresh Produce, provides a practical framework for doing exactly that — translating nutrition science and behavioral insights into real-world application across retail, healthcare, media, and community settings.

The Long Game
Research consistently shows that early exposure to fruits and vegetables predicts lifelong consumption patterns, making schools, pediatric practices and community programs critical demand-building environments. Industry collaboration in child nutrition education isn’t just public health work; it’s long-term market development. 

Initiatives like The Child Nutrition Education Network link organizations delivering fruit and vegetable education worldwide, building familiarity, confidence and positive experiences with produce that shape preference for life. The produce industry cannot wait until adulthood to build that foundation. 

National Nutrition Month may spotlight the conversation, but sustained industry leadership determines whether consumption changes. Lasting consumption change requires helping people build competence and confidence around fruits and vegetables — transforming them from passive eaters into active choosers. That shift, from awareness to agency, is where true growth begins.

To get the Fruit & Veggie Handbook among other recipes and resources, visit www.fruitsandveggies.org. 

Emily Holdorf, MS, RDN, CDN, is a registered dietitian nutritionist and the Community & Influencer Manager at The Foundation for Fresh Produce.

In her role at The Foundation, Emily leads consumer education initiatives and collaborates with health professionals, influencers, and industry partners to translate nutrition science into practical, behavior-focused messaging. She contributes to digital and social campaigns, professional resources, and trade and consumer publications designed to increase fruit and vegetable consumption and support lifelong health.