Inspiration on the agenda: The Viva Fresh ‘Clean Eating Challenge'
As part of its mission to increase fruit and vegetable consumption, the Texas International Produce Association launched the “Clean Eating Challenge” with the aim of encouraging challenge participants to eat more unprocessed, whole foods, such as fresh produce.
Now in its fifth year, the Viva Fresh Clean Eating Challenge and mentorship program supports industry peers taking the challenge to eat more fruits and vegetables, while making the meaningful and often difficult first steps to change their health and their lives for the better.
This year's Viva Fresh Expo is set for April 11-13 in Houston. Presentation of the 2024 Clean Eating Challenge award is slated for April 12 during the keynote luncheon from 12-2 p.m. at the Houston Marriott Marquis.
To learn more about the Clean Eating Challenge, The Packer recently connected with Jen Velasquez, vice president of marketing for FullTilt Marketing and Clean Eating Challenge chair.
What does it mean to you personally and professionally to be the chair of the Clean Eating Challenge?
Velasquez: The Clean Eating Challenge started as part of my job and now it has become a huge part of my life, both personally and professionally. I am so committed to helping our participants and mentors succeed because I have seen how it has impacted and sometimes even changed lives for the better. I started out as a participant in 2020-2021 and did really well with the structure and camaraderie it provided. At the end of it, I was probably feeling the best I had in years. This is my third year as chair and not only is my passion for it still there, but it has even helped me shed some unwanted weight since the fall, mostly because these participants and mentors inspire me every day to eat better and particularly increase my consumption of fruits and vegetables.
This is the fifth year of the challenge. In these five years, what impact has the challenge had on the industry? How has it changed lives?
I am so glad you asked! Absolutely. We will give an updated count at our “Clean Eating Challenge: Making Changes That Change Lives” education session at Viva Fresh on April 12 at 2:15 p.m., where we will report on the success of this year’s participants. But what I can tell you is that at last tally, at the end of the challenge last year, we had surpassed the 1,000 pounds lost mark, which is truly incredible. Apart from weight loss, we have had a reduction and even disappearance of symptoms like inflammation and other auto immune diseases, fatigue and even a reduction or elimination of medications for blood pressure and diabetes.
Were the parameters the Clean Eating Challenge the same again this year — 12 participants for a six-month program?
Actually, every year we reevaluate how the previous year went and adjust as needed. The first year was four very committed TIPA members who truly showed up in every sense of the word. The second year we split it into two groups: featured and non-featured and realized that it worked better for everyone if every participant was featured — a little pressure is always good. This year we started with about 26 participants and about half of them have really stepped up to the challenge, and we cannot wait to honor those finishers at our education session and keynote luncheon.
You mentioned some great success stories among this year’s participants. What stands out to you in this group of folks who were willing to accept the challenge?
Truly. We have some participants who are battling diseases they want to take control of as well as others who maybe aren’t where they used to be and are just on a journey to get back there. What’s cool about the Clean Eating Challenge is that you don’t have to be “in a bad spot” to join. Maybe you just really love the team aspect of a challenge or maybe you truly just want to challenge yourself to eat more fruits and vegetables and see what happens — and I can tell you that what happens is magic! Some of my favorite stories are parents who realize they just want to be around for their kids and spouses and are giving it their all to make sure they are.
How can the industry get involved in next year’s challenge?
Every year we hope we can motivate at least a handful of industry friends. If we do, we have made a difference and that’s all we want. We encourage everyone to join us at the keynote luncheon and at our education session. We will be signing people up on the spot for next year’s challenge. We also encourage them to visit cleaneatingchallenge.com for more information and to sign up for the upcoming challenge.
