Fresh vegetable cups prepared for the National School Lunch Program at Washington-Lee High School in Arlington, VirginiaThe Produce for Better Health (PBH) foundation is spearheading a campaign to help make fruit and vegetable consumption a national priority in the U.S. At their annual conference this week, the organization announced more than 300 ambassadors signed on to the “Have a Plant” campaign to change the discussion around fruit and vegetables.

The organization is using data from their 2021 research survey to inform efforts around understanding what consumers want to eat and why most fall short of daily produce recommendations. Produce for Better Health says they want to move the needle on consumption, making eating fruits and vegetables as automatic as brushing one’s teeth. As part of the strategic initiative, they say every produce stakeholder — retail, culinary, foodservice, food, nutrition and agriculture — should go to Washington, D.C. next year to lead the change on fruit and vegetable consumption in America.

Read more on the efforts to drive produce demand consumer health here.