Making a difference one lemon slice at a time
I met Joe Stubbs at the very first Markon meeting, held during the PMA convention in 1985, in San Francisco. Joe was the foodservice sales manager at Sunkist, and I learned all about foodservice from him. From the role of a foodservice distributor to the language of foodservice, he taught me the ins and outs of the industry like no one else. But Joe, who passed away in June 2022, left another significant mark on this world — and you can see it in just about any restaurant you enter.
Joe has been credited for coming up with the idea of adding a small slice of lemon to water as a way for restaurants to differentiate themselves while — by no coincidence — elevating the perception of citrus fruit and sell more of it. Anytime we went to a restaurant with Joe, he would ask for a slice of lemon in his water. Joe understood that one slice or one wedge wouldn’t impact lemon sales, but the mere request may make others think “I’ll have that too.” But most importantly, what Joe demonstrated is that he could make an impact and encourage others by “walking the talk.”
We are all aware that Americans don’t eat enough fresh produce. In fact, the CDC reports that a mere 9% of American adults are eating the recommended amount of fruit and vegetables. The result of such low consumption is impacting something far more meaningful than sales — it’s impacting health. Obesity, heart diseases, type 2 diabetes and other chronic illnesses are at an all-time high. At the same time, adults who eat a healthy diet filled with fruits and vegetables live longer and have a lower risk of chronic disease. Unfortunately, there is no easy solution to getting people to eat more fruits and veggies.
Programs like the Produce for Better Health Foundation have existed for more than 30 years to help increase the consumption of produce and its merger with IFPA’s Foundation for Fresh Produce may yield improved results.
The Brighter Bites program has been working tirelessly in schools to educate young people about the value of produce and how to prepare and eat it. Numerous campaigns stemming from the Dietary Guidelines for Americans have also focused on increasing healthy eating. Individual companies and brands have also committed people and resources to encouraging healthy diets.
And recently, the White House announced a plan to end hunger in America and increase healthy eating and physical activity by 2030 so fewer Americans experience diet-related diseases. These efforts are all valuable and should be supported. In fact, we need more of them, but we also need a little bit of Joe Stubbs in each one of us.
Every person connected to the fresh fruit and vegetable industry should be a champion for eating more produce. We should ask for an extra side of veggies at dinner. We should take the fruit. We should swap out less healthy choices for produce-filled options. We should get the salad. Admittedly, I often don’t eat the recommended amount of produce, but I am committed to trying. So, if you see me at a restaurant, trade show or conference, join me in embracing a little bit of Joe and “walking the talk.”
Tim York is CEO of the California Leafy Green Marketing Agreement.
