New campaign from IFPA and The Foundation for Fresh Produce seeks to bridge the gap between dietary recommendations and real-world consumption
The International Fresh Produce Association (IFPA) and The Foundation for Fresh Produce have launched ’Fruits & Vegetables: All Day, Every Day’, a campaign designed to close the “persistent gap” between knowing fresh produce matters and actually eating more of it.
The effort debuted with an activation at IFPA’s Washington Conference, ”bringing the industry together with one voice to align consumer inspiration with the policy work that protects access and strengthens demand”.
According to IFPA, The activation responds directly to the 2025–2030 Dietary Guidelines for Americans, which reaffirm fruits and vegetables as foundational to healthy eating and call on Americans to consume produce throughout the day.
All Day, Every Day translates that guidance into doable moments people can act on at breakfast, lunch, dinner, and snack time, while reinforcing the policy priorities that keep produce visible, accessible, and affordable, it said.
“Bringing All Day, Every Day to the Washington Conference is a perfect way to kick off this campaign about increasing consumption of fruits and vegetables,” noted Mollie Van Lieu, vice-president of nutrition policy at IFPA.
“The Dietary Guidelines give us a clear opening to close the gap, but guidance has to meet policy.
”This campaign, with activations in consumer spaces and in our meetings on the Hill are a great way to see how our industry is showing up to make the case directly to policy makers that you can’t make America healthy without fruits and vegetables,” she outlined.
The campaign was featured in several key spaces where policy makers who influence health and nutrition decisions may best see them.
This included in-person across the city on a billboard truck, digital boards in high traffic areas like the Wharf, and in each of the 180 meetings members had on Capitol Hill where they delivered produce boxes designed with the campaign and the industry’s policy priorities.
The partnership between IFPA and The Foundation for Fresh Produce sees IFPA leads on policy, advocacy, and industry alignment, while The Foundation helps translate that guidance into daily habits with consumers.
“The Foundation’s role is to meet people where they are and make fruits and vegetables doable in real life,” said Lauren Scott, president of The Foundation for Fresh Produce.
“Inspiration is what turns a recommendation into a routine. Through fruitsandveggies.org, we give people the ideas and confidence to put ‘all day, every day’ into practice – and we’re proud to bring that to life alongside IFPA’s advocacy.”
It marks the first of many ways IFPA and The Foundation for Fresh Produce will partner to carry the All Day, Every Day message forward.
The two organisations said that they plan to continue collaborating to spread the message across meal occasions, audiences, and markets around the globe.
