The Have A Plant movement, which is celebrating its fifth anniversary, says it shared its message of ways to grow a healthier world with the attendees of the Foundation for Fresh Produce’s 2024 Consumer Connection Conference in Phoenix.
Alex DiNovo, chair of the foundation, kicked off the event and echoed the goals of the movement by speaking about the urgency of breaking down barriers to fruit and vegetable access, according to a news release.
“We must continue to empower individuals with the knowledge they need to make informed decisions about their health,” DiNovo said in the release. “We must continue to speak to the versatility, flavor and variety that produce possesses. We must continue to advocate for policies that promote access to fruits and vegetables in underserved communities. And most importantly, we must lead by example and show the world what is possible when we prioritize our health and well-being.”
The Consumer Connection Conference featured education sessions, receptions highlighting produce pairings and fun and innovative food hacks, and 1-to-1 meetings, where produce marketers and industry leaders could meet with the influencer VIP retail dietitians, foodservice tastemakers and nutrition, lifestyle and agricultural communicators in attendance.
Have A Plant said consumer research was a central focus of the conference. Lauren Scott, executive director of the Foundation for Fresh Produce, shared how attendees can leverage consumer behaviors gleaned from a combination of census and sales data with regional data.
“This event is amazing at bringing all the people together talking about business and really putting the consumer at the heart, which is what we need to do if we want to change the trajectory of human health and increase consumption of fruits and vegetables,” Scott said in the release.
Attendees and the foundation shared positive fruit and vegetable messaging and produce hacks that have reached millions of consumers.
“This event is unique because it lends an opportunity to not only discuss consumer trends and behaviors with each other but also to reach them in real-time with hacks and ideas coming straight from the attendee experience,” Katie Calligaro, director of marketing and communications for the Foundation for Fresh Produce, said in the release. “It is designed to unify messaging and is the place to be for any marketer or anyone talking directly to consumers across various points of influence.”
