IFPA presses Congress to boost fruit and vegetable consumption in the US

The International Fresh Produce Association (IFPA) has urged US lawmakers to take stronger action to increase fruit and vegetable consumption, framing it as both a public health priority and a growth opportunity for domestic agriculture.

Speaking before the Senate Committee on Agriculture, Nutrition and Forestry on 10 March, IFPA CEO Cathy Burns said most Americans still fall short of recommended intake levels, despite well-established health benefits. Around 90% of the population does not consume enough fruits and vegetables, a gap linked to rising chronic disease and healthcare costs.

The association is pushing for targeted use of federal nutrition programmes to close that gap. Key measures include maintaining and expanding fruit and vegetable support under WIC, strengthening produce incentives in SNAP, and increasing the presence of fresh produce in school meal programmes.

IFPA also called for broader policy shifts, such as integrating “produce prescriptions” into healthcare systems and allowing health savings accounts to cover fruit and vegetable purchases, aiming to make fresh produce more accessible and affordable.

Beyond consumption, the organisation warned that US growers need sustained support to meet potential demand. Rising input costs, labour shortages and climate pressures are already affecting the sector, which supports over two million jobs and contributes more than $335bn to the economy.

The group is advocating for continued investment in specialty crop research, risk management tools and food safety systems, alongside procurement reforms that prioritise nutritional value over lowest cost.

IFPA argues that aligning health policy with agricultural support could deliver a dual benefit — improving diets while reinforcing the long-term viability of US fruit and vegetable production.

source and photo: freshproduce.com