Dedicated to helping consumers live happier, healthier lives by eating more fruits and vegetables every single day.

The Foundation for Fresh Produce (FFP) vision is to grow a healthier world by boosting appeal for fruits and vegetables. We believe the produce industry has the potential to provide solutions for many of the world’s greatest health and economic challenges – especially those surrounding nutrition and hunger. The Foundation focuses on improving the appeal of fruits and vegetables as an integral part of people’s diets, supporting the development of infrastructure and supply chain solutions that provide easier access, and establishing strategic alliances that enable children and families to form healthier eating habits.

What We Know

Research shows that consumers, particularly Gen Z and Millennials, are seeking actionable and realistic ways to easily enjoy fruits and vegetables, making them feel confident and happy.

Our work is critical to their consumption success, promoting fruits’ and vegetables’ rightful place in the plant-forward movement. Consumers increasingly are looking to add more plant-based foods to their diets, for a variety of reasons including health and sustainability. Nearly everyone needs to eat fruits and vegetables more often, to enjoy healthier, happier lives.

What We Do

We are a respected liaison between the industry and the public health community. We are committed to transforming how people think about and enjoy fruits and vegetables.

Through our various communication tools and digital platforms, we educate consumers with the support of the industry to grow demand for fruits and vegetables.

How We Do It

In order to create demand and inspire long-term, sustainable behavior change, we must tap into the emotional connection consumers have to the fruit and vegetable eating experience.

How You Can Get Involved

The transformative Have A Plant® Movement inspires consumers with compelling reasons to believe in the powerful role fruits and vegetables can play to fuel happy, healthy and active lifestyles.

Join The Movement