The only way to truly transform Americans’ poor fruit and vegetable consumption behaviors is through a food system-based approach.

lead the change - logo lockup

Join The Movement

The Lead The Change Movement is a multi-year, cross-sector initiative that unifies produce industry stakeholders and food system thought leaders to close the consumption gap. The movement will develop innovative, behavior-based solutions that will help people enjoy more fruits and vegetables, leading to happier, healthier lives.

We’re experiencing a consumption crisis affecting our health, culture, society, and economy with nine out of 10 Americans not eating enough fruits and vegetables each day.

According to Wendy Reinhardt Kapsak, MS, RDN, PBH President and CEO: “The Lead The Change Movement is designed to maximize the power of PBH’s unique thought leadership position, widespread influencer network, credible scientific and market research, and most importantly, our innovative members and partners.  PBH is honored to serve as the convener of this multi-sector, solutions-based initiative.  Our leaders and supporters agree that the only way to truly transform Americans’ fruit and vegetable consumption behaviors is through a food system-based approach that embraces the contributions of all sectors as well as a spirit of continuous improvement, sparking innovation and stronger collaboration throughout the industry and beyond.”

Research shows that while people KNOW fruits and vegetables support better health, there’s a significant need to motivate and change behaviors by tapping into how people FEEL about eating fruits and vegetables to effectively influence what they DO.

Rooted in research, the Lead The Change Movement will maximize the collective power of our organizational building blocks;

  • Our innovative members and partners;
  • Our credible thought leadership;
  • Our widespread influencer network; and,
  • Our scientific market research and analysis.

The Lead The Change Movement is built on the foundation of three core initiatives:

One Purpose: Tackle the produce consumption crisis through demand creation.

Our annual State of the Plate Research on America’s Consumption of Fruits and Vegetables, as well as custom consumer behavioral studies informed by the KNOW-FEEL-DO behavioral framework, help to identify and elevate new fruit and vegetable consumption behaviors as a national priority.

One Voice: A PBH led multi-sector coalition of influential stakeholders, thought leaders and academic experts.

The coalition will work collaboratively in an incubator-type forum to identify ideas and inspire solutions. They will activate the KNOW-FEEL-DO behavioral framework to help consumers act on fruit and vegetable consumption intentions.

One Call-to-Action: A rally cry for the first-ever National Consumption Summit.

Food sector thought leaders will convene in 2022 to build sector-based solutions; and generate a unified call-to-action for lasting behavior change.

Thank you to our Lead The Change Movement Coalition Partners:


Read the full press release