Fruitsandveggies.org is ready to help health professionals drive consumption
The Foundation for Fresh Produce team has been busy in 2025 re-imagining its website, fruitsandveggies.org, and turning it into the ultimate fruit and veggie hub for health professionals and consumers.
With over 250,000 monthly visitors, fruitsandveggies.org is a credible source and designed to drive demand for fruits and vegetables by making them deliciously easy to enjoy. It also serves as a centralized educational and resource hub for food and nutrition influencers, providing registered dietitians and health professionals with tools needed to help their clients and customers eat more fruits and vegetables.
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Two of the most popular sections have been the extensive 1,000-plus recipe collection from food and nutrition influencers and industry commodity boards as well as the Expert Q&A. These, combined with aggressive social media ad campaigns and a large donation of advertising from Google Ad Grants, have already helped billions find inspiration.
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“As an industry, we have an incredible opportunity — and responsibility — to accelerate the global transition to healthier diets,” said Cedric Pauwels, marketing, communications and public affairs director of Greenyard, and The Foundation for Fresh Produce board member. “Increasing fruit and vegetable consumption is essential to that shift. We need to come together across sectors and stakeholders to inspire and engage consumers in meaningful ways, and with one voice. That’s why Fruitsandveggies.org is such a powerful platform. It serves as a unique, go-to source for trusted information, inspiration, and tools that can drive real change in eating habits around the world. By aligning behind this resource, we can amplify our collective impact and help make healthier choices easier and more accessible for everyone.”
Special attention was given to a new section called For Professionals, a destination for food and nutrition professionals to expand their fruit and veggie expertise and find resources for their clients and patients. This attention reflects The Foundation’s priority to nurture these passionate fruit and vegetable influencers through professional development, research and educational experiences, all of which can now easily be found on fruitsandveggies.org in the top navigation.
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This section includes consumer-facing handouts for professionals who might be working with lower-income families who participate in federally funded nutrition programs like SNAP and WIC, as well as those who might be shifting their diets to serve a specific dietary need like type 2 diabetes, kidney disease, gluten allergies and more. Customized toolkits and recipes are also available to support specific segments such as retail dietitians looking to get more produce in shoppers’ baskets as well as school nutrition leaders serving school meals to children across the country.
The website now also better serves how people are using it, specifically highlighting recipes because that’s why most people go to the site and keep coming back for more. Recipes are continuously added and updated based on what’s trending online as well as key cultural moments. While they’re primarily for home cooking, new categories for health conditions have also been added to better serve health professionals and the evolving dietary needs consumers are faced with today.
“Poor diet is the leading cause of chronic disease, yet fruits and vegetables remain one of the most underutilized solutions,” said Emily Holdorf, influencer and community manager for The Foundation for Fresh Produce. “As a registered dietitian, I know that changing behaviors takes more than facts. It takes practical, credible and inspiring tools, and that’s exactly what fruitsandveggies.org delivers. With evidence-based resources and culturally relevant recipes, the site helps us turn education into action and empower people to enjoy more fruits and veggies every time they eat.”
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