Produce For All Leadership Summit — Action Plan
Partnership for a Healthier America (PHA) and the Foundation for Fresh Produce co-hosted the inaugural Produce for All Leadership Summit on June 10th, 2024.
During the event, we discussed how we can work together to double fruit and vegetable consumption in the communities you serve. There was no shortage of strategies when bringing together such a diverse, knowledgeable and passionate group. But as we all know, it’s the work when we get home that drives systemic change. Below are the compiled ideas to start building the action plan.
There are many levers that support fruit and vegetable consumption in a community. Some of those levers that Partnership for a Healthier America and the IFPA’s Foundation for Fresh Produce are building a roadmap towards include: policies and programs to increase access; procurement and merchandising policies to promote produce; private sector commitments to enhance affordable access across sectors; public awareness campaigns to build demand for produce; and integration with food as medicine initiatives.
Broadly, increasing produce consumption can fall into three distinct categories: Access, Appeal, and Alliances.
Access: Support the development of infrastructure and supply chain solutions that provide easy and affordable access to fruits and vegetables. Some ideas heard in the room:
Expanding Distribution Networks in Communities in Need:
- Develop partnerships with local logistics/wholesale-distributor companies to communicate demand and ensure fruits and vegetables reach under-resourced areas.
- Create mobile markets or pop-up produce stands in areas lacking brick-and-mortar access.
- Promote convenience equity using technology platforms and delivery services that remove barriers like transportation and time.
- Connect with local community champions/activators to support and ensure fruits and vegetable access is part of their efforts in reaching low-resource communities.
Increase Availability in Schools:
- Collaborate with local school districts and early childcare centers to integrate more fresh produce into school meals and snack programs.
- Advocate for policies and programs that support education and exposure to more fruits and vegetables in K-12 schools.
Enhance Local Food Systems:
- Support local farmers’ markets and community-supported agriculture (CSA) programs. Support enrollment in SNAP and fruit and vegetable incentives in grocers and farmers market
- Support and uplift urban gardens or community farms to increase local access to fresh produce.
Appeal: Improve the appeal of fruit and vegetables as an integral part of people’s diets. Some ideas heard in the room:
Marketing and Education Campaigns:
- Launch and support targeted marketing campaigns highlighting the health benefits and delicious taste of fresh produce.
- Partner with influencers and local celebrities to promote produce consumption through social media and public events.
- Partner with local entities to “advertise” the availability of fruits and vegetables in the WIC program to help ensure enrollment and redemption.
Cooking Demonstrations and Classes:
- Host cooking demonstrations at community centers, schools, and farmers’ markets to show easy and tasty ways to prepare produce.
- Offer cooking classes that incorporate culturally relevant recipes and flavors.
Retail Environment Enhancement:
- Work with retail outlets, like corner stores and bodegas to create appealing produce displays and offer samples.
- Implement loyalty programs, incentives, or discounts to encourage repeat purchases of fruits and vegetables.
Alliances: Establish strategic alliances with governments and organizations that enable children and families to form healthier eating habits. Some ideas heard in the room:
Form Strategic Partnerships:
- Collaborate with local health organizations, gyms, and wellness centers to promote produce consumption as part of a healthy lifestyle.
- Engage with food banks and hunger relief organizations to ensure produce is included in their offerings.
- Enhance communication between schools and grocers to ensure that varieties of produce sold at school are available at retail outlets.
- Ensure fruit and vegetable producers are at the table where possible.
Policy Advocacy:
- Advocate for local and state policies that support funding for produce programs in schools and communities.
- Work with local government to create tax incentives for businesses that support local agriculture and produce distribution.
Sector Collaboration:
- Convene regular meetings with stakeholders across the food industry, including farmers, distributors, retailers, and nonprofits, to coordinate efforts and share best practices.
- Develop a unified communication strategy to ensure consistent messaging about the benefits of produce consumption across all sectors.
By taking direct actions to increase access, improve appeal, and form alliances, we can drive consumption of fruits and vegetables in the communities we serve.