Key Messages

Use these key messages in your communications to simplify plant-forward eating and why it matters.

• Plant-forward eating is a style of eating that prioritizes plants without excluding other food groups. Flavorful fruits and vibrant vegetables, satisfying whole grains and a variety of wholesome, nutrient-packed foods such as legumes, nuts and seeds, edamame and tofu, are the mainstays. Low-fat milk and dairy products, seafood, lean meat, poultry and eggs are also key to this balanced eating pattern and complement plant foods deliciously and nutritiously.
• Plant-based is used more narrowly to define plant-based foods on the market. Any food product made with 100% plants is a plant-based food. Plant-based foods make up some, but not all, of a plant-forward diet. Plant-based foods are made from plants, such as chickpea-based chicken nuggets or pea-protein burgers made entirely of plants. Or nut milks and soy products. Fruits and vegetables in any form (fresh, canned, frozen, dried and 100% juice) are plant foods too.
• Strong evidence over several decades shows consuming fruits and vegetables in all forms promotes well-being, beyond boosting basic nutrient needs.
• While most Americans know they should add more plants into their diet, nine out of 10 Americans don’t eat enough fruits and vegetables each day.
• As you educate and inspire people to add more plants in their diet, consider PBH’s KNOW-FEEL-DO Behavioral Framework: tap into what people KNOW, while focusing on actions and solutions that inspire and motivate, building on how people FEEL, and ultimately make the DOING easy to help people enjoy more plant-forward meals and snacks for happier, healthier lives.
• The Have A Plant®: The Plant-Forward Eating Guide is a resource that outlines innovative insights, ideas and inspiration for multiple sectors within the food and beverage industry to help all Americans enjoy more plant foods more often.