Industry Viewpoint: Empowering health professionals to drive demand
Industry Viewpoint: Empowering health professionals to drive demand
Today, poor diet is the leading cause of mortality and morbidity worldwide. In the U.S., nine out of 10 adults still don’t eat enough fruits and vegetables, despite knowing the benefits. This shortfall isn’t just a statistic — it’s a call to action. At The Foundation for Fresh Produce, we believe fruits and vegetables are among the most powerful tools we have to improve health outcomes. More than a commodity, they’re a solution to some of our most pressing health challenges. And our industry is uniquely positioned to turn that potential into impact.
Chronic conditions like Type 2 diabetes and chronic kidney disease are on the rise. Millions of people are managing diet-related conditions that could be improved, or even prevented, through greater fruit and vegetable intake. The opportunity to shift the nutrition conversation from reactive to proactive has never been more critical.
This is where health and wellness professionals come in. These trusted voices — dietitians, physicians and community educators — hold the power to turn knowledge into action. They are the bridge between knowledge and doing when it comes to eating habits. But to do that, they need tools that are not only evidence-based but also culturally relevant, practical and easy to share.
The importance of nurturing plant-passionate pros
Health and wellness professionals are on the front lines of nutrition guidance. Whether in clinics, communities, social media or foodservice, they influence how and why people make food choices.
Consumers today are overwhelmed by conflicting nutritional advice. Nutrition myths spread fast and are amplified by algorithms that prioritize sensationalism over science. Even well-intentioned individuals struggle to know what to believe. Equipping health and wellness professionals with clear, credible and consumer-friendly resources sparks more meaningful engagement with produce.
Through The Foundation’s Have A Plant campaign, we deliver fresh, science-backed resources for health professionals to share with patients, clients and communities. Changing the trajectory of human health takes more than information; it takes inspiration and practical support. Too often, produce conversations stop at education, but real change requires more than facts. It demands feelings and action.
Handouts support diabetes prevention and management
As part of these efforts, we recently launched a new, consumer-facing handout focused on Type 2 diabetes. This resource is built for use in patient visits, community programs or education sessions.
Type 2 diabetes accounts for more than 90 percent of all diabetes cases worldwide and is projected to affect nearly 600 million people by 2035. With rates continuing to rise, it’s more important than ever to provide actionable tools that spotlight the role of produce in prevention and management.
This is just one example of the type of content we’re developing to support plant-passionate professionals in their work. View the Type 2 Diabetes handout on fruitsandveggies.org.
Supporting kidney health with produce
Another recent milestone in our work is a content collaboration with the National Kidney Foundation. Chronic kidney disease affects an estimated 14 percent of the U.S. population and is often linked to other diet-related conditions like hypertension and diabetes. Research continues to show that dietary changes, including increased fruit and vegetable intake, can help reduce blood pressure, preserve kidney function and improve overall outcomes.
Together with NKF, we’ve developed consumer-facing resources for direct patients and client use, highlighting the role of produce in supporting kidney health. NKF’s expertise in kidney health lends clinical credibility to these resources, amplifying our shared mission to empower individuals with practical, produce-driven solutions. Explore kidney health content on fruitsandveggies.org. Visit the Have A Plant recipes on kidney.org.
Why it matters
At its core, this work is more than nutrition education — it’s strategic activation. It’s a behavior-shifting, demand-building, health-forward movement.
By equipping health professionals with practical tools, we’re embedding fruits and vegetables into daily conversations, shaping long-term, health-forward habits. As we position produce as a solution to today’s biggest health challenges, it elevates the role of our industry in global health and well-being. The fruit and vegetable industry is the sustainable, affordable and equitable way to health and happiness.
Historically, the produce industry has been underrepresented in broader health and nutrition conversations — but that’s changing. We’re helping lead that charge by developing resources, forming partnerships and showing what’s possible when public health and produce come together with shared purpose. We’re committed to equipping plant-passionate professionals with the tools to make fruits and vegetables a more joyful part of daily life.
This work is gaining meaningful momentum, and it’s just the beginning. More collaborations, more handouts, and more health-forward tools are coming in 2025.
