September marks National Fruits & Veggies Month, an annual campaign in the United States dedicated to inspiring people to make healthier eating choices through the addition of more fruits and vegetables. Established by the Produce for Better Health Foundation in 2019, the initiative highlights the theme “Every Time You Eat, Have a Plant®,” which captures its simple yet powerful message: incorporating more produce into everyday meals is an easy way to improve health and well-being.
The campaign is designed not just as a temporary push but as a catalyst for long-term lifestyle change. It provides educational materials, recipes, and meal-planning strategies for individuals, families, schools, and businesses. The emphasis is on showing how fruits and vegetables can fit naturally into any diet, regardless of preferences or cultural traditions. For many Americans, the biggest challenge is not knowing where to begin, and National Fruits & Veggies Month offers practical solutions to make the transition smoother.
Nutrition experts emphasize that produce offers a unique combination of benefits. Fruits and vegetables are packed with vitamins, minerals, antioxidants, and fiber—nutrients essential for reducing the risk of chronic diseases such as heart disease, type 2 diabetes, and certain cancers. Experts often recommend filling half of each plate with fruits and vegetables at mealtime. Kansas State University food scientist Karen Blakeslee has noted that making produce the centerpiece of meals supports digestion, provides necessary nutrients, and helps manage weight by lowering overall calorie intake.
The campaign also highlights the idea of eating “the rainbow.” Different colored fruits and vegetables provide different health benefits, so adding a variety of colors to meals ensures a broad spectrum of nutrients. For example, dark leafy greens supply iron and folate, while orange vegetables like carrots and sweet potatoes deliver beta-carotene. Red produce such as tomatoes and strawberries are rich in antioxidants like lycopene, while purple foods like blueberries and eggplant bring compounds that support brain health. These colorful choices not only boost nutritional intake but also make meals more visually appealing and enjoyable.
Beyond structured meals, National Fruits & Veggies Month encourages people to rethink snacking. Instead of chips or processed treats, the campaign suggests easy swaps such as carrot sticks with hummus, apple slices with nut butter, or a handful of dried fruit and nuts. Smoothies are another popular recommendation, blending seasonal fruits with leafy greens for a quick and nutrient-dense option. These simple changes make it easier to meet daily produce goals without a complete overhaul of eating habits.
Food preservation is another important theme tied to the campaign. Since nearly 40 percent of household food waste occurs at home, the initiative encourages practices such as freezing, canning, and pickling produce to extend its shelf life. Preparing fruits and vegetables in advance by washing, chopping, and storing them in containers also makes healthy options more accessible throughout the week. Reducing waste not only helps families save money but also supports broader sustainability goals, aligning personal health with environmental well-being.
The program’s outreach extends far beyond individual households. Schools use National Fruits & Veggies Month as an opportunity to teach children about healthy eating habits, while healthcare providers highlight produce in discussions with patients. Grocery retailers and food service companies join the movement by showcasing colorful produce displays and offering recipe cards or promotional deals. The coordinated effort across sectors helps amplify the message and makes it easier for consumers to make healthier choices.
Industry groups are also playing a major role in spreading the message. The Foundation for Fresh Produce, for instance, provides toolkits to retailers, influencers, and community leaders to promote the campaign on social media and in public spaces. These resources include culturally inclusive recipes and communication strategies designed to reach diverse audiences across the country. The idea is to build a sense of community around healthier eating, turning a personal choice into a collective movement.
While National Fruits & Veggies Month focuses on September, its mission is to encourage lasting habits that stretch throughout the year. The campaign aligns with global public health goals, echoing initiatives like the World Health Organization’s “5 A Day” program, which promotes eating at least five portions of fruits and vegetables daily. Studies consistently show that reaching this benchmark reduces mortality and improves overall health outcomes, underscoring the importance of long-term commitment rather than short-term action.
As the month unfolds, National Fruits & Veggies Month serves as a reminder that nourishing our bodies can be both enjoyable and accessible. Whether it is adding a colorful salad to dinner, blending a smoothie for breakfast, or choosing an apple over a processed snack, these small changes build into powerful health improvements. The campaign is not just about awareness; it is about action. By making fruits and vegetables a consistent part of meals and snacks, individuals can enjoy better health, improved energy, and a stronger foundation for long-term wellness.
What begins as a simple challenge in September has the potential to reshape how Americans view their daily meals. National Fruits & Veggies Month provides the spark, but the goal is for people to carry forward its lessons—choosing produce not just for a month, but as a lifelong commitment to healthier living.
