Fruits & Vegetables: All Day, Every Day

The International Fresh Produce Association (IFPA) and The Foundation for Fresh Produce have launched the new consumer campaign "Fruits & Vegetables: All Day, Every Day" with the objective to close the persistent gap between knowing produce matters and actually eating more of it. The effort debuted with an activation at IFPA's Washington Conference last June, bringing the industry together with one voice to align consumer inspiration with the policy work that protects access and strengthens demand. 

2025-2030 guidelines

The initiative responds directly to the 2025–2030 Dietary Guidelines for Americans, which reaffirm fruits and vegetables as foundational to healthy eating and call on Americans to consume produce throughout the day. All Day, Every Day translates that guidance into doable moments people can act on at breakfast, lunch, dinner, and snack time, while reinforcing the policy priorities that keep produce visible, accessible, and affordable. 

Policy makers targeted

The campaign was featured in key spaces where policy makers who influence health and nutrition decisions may best see them. This included in-person across the city on a billboard truck, digital boards in high traffic areas like the Wharf, and in each of the 180 meetings members had on Capitol Hill where they delivered produce boxes designed with the campaign and the industry’s policy priorities.

For more information about the new American consumer campaign you can click here.