Eat More Plants

How the Hass Avocado Board Aligns With 2026 AHA Guidance for the Ultimate Healthy Fat Swap

Tue, 05 May 2026 16:42:18 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

In the ever-changing landscape of wellness, the “30 Plants Per Week” challenge has shifted from a niche dietary habit to a mainstream movement. As consumers look for tangible ways to hit this variety goal, heart health remains the primary driver of their purchasing decisions. The timing couldn’t be better: The American Heart Association’s newly released 2026 Dietary Guidance to Improve Cardiovascular Health has provided a clear roadmap for the modern shopper.

The directive is about a strategic “smart fat swap,” with AHA urging a prioritized shift toward unsaturated fats as part of a plant-rich dietary pattern. For retailers, this represents an opportunity to market fresh avocados not just as a produce staple but rather as a clinically backed tool for cardiovascular vitality.

Bridging the Gap Between Science and the Shopping Cart

AHA’s updated guidance emphasizes replacing saturated fats such as butter and processed spreads with nutrient-dense unsaturated fats. This is where the avocado shines as an intersection of science and everyday behavior. By positioning avocados as an easy, accessible swap, retailers can help consumers improve vascular function and resilience without the fatigue of a restrictive diet. It is a small, realistic shift that yields measurable results, making it the perfect focal point for displays centered on heart health and longevity.

The logic behind this smart fat swap is anchored in rigorous data. The American Journal of Clinical Nutrition recently published a 2026 peer-reviewed randomized, double-blind, controlled feeding trial that examined the effects of replacing solid fats and added sugars with one avocado per day in adults with elevated cardiometabolic risk. The results were definitive: Participants saw significant reductions in non-HDL cholesterol and triglycerides — two critical markers of cardiovascular risk. By highlighting this peer-reviewed research, retailers can build trust with an increasingly health-literate consumer base that demands evidence-backed wellness solutions.

Expert Insights: Q&A With the Hass Avocado Board

To further explore how the latest AHA guidance and recent clinical research impact the consumer journey, The Packer sat down with Amanda Izquierdo, public relations and advertising manager for the Hass Avocado Board.

The Packer: 2026 AHA Guidance emphasizes a dietary pattern rich in fruits, vegetables and whole grains. For those of us taking the “30 Plants Per Week Challenge,” how does prioritizing a nutrient-dense fruit like the avocado help us meet both AHA’s heart-health goals and our weekly plant-count targets?

Izquierdo: All fresh fruits and vegetables, including fresh avocados, are heart-healthy. The American Heart Association recommends eating a variety of nutritious foods from all food groups. Eating a variety of fruits and vegetables may help people control their weight, cholesterol and blood pressure. Avocados are a healthy, nutrient-dense fruit that can help boost fruit intake. In addition, the American Heart Association recommends replacing saturated fats with unsaturated fats for heart health. Avocados are low in saturated fat and provide 6 grams of unsaturated fat per serving (one-third of a medium avocado). And since avocados are virtually the only fruit with good fats, they make for a great pairing with other plants to help increase the absorption of fat-soluble vitamins A, D, E and K. Here are some tasty combos to help boost nutrient intake:

Avocado Turkey Chili Stuffed Sweetpotatoes — Avocados can help absorb the vitamin A in sweetpotatoes.
Potassium Power Smoothie — Avocados can help absorb the vitamin D in soy milk.
Chocolate Almond Avocado Oat Bites — Avocados can help absorb the vitamin E in almonds.
Heart-Healthy Kale Avocado Salad with Roasted Carrots — Avocados can help absorb vitamins A and K in the leafy greens.

One of your key focus areas is the smart fat swap. Can you explain the physiological benefit of swapping saturated fats (like butter) for the unsaturated fats found in avocados? Specifically, how does this swap support vascular vitality and blood vessel function as we age? And please include suggestions for ways to swap the fat.

Avocado is effectively the only fruit that contains monounsaturated fat, which can help reduce LDL (bad) cholesterol levels in your blood that can lower your risk of heart disease and stroke. In fact, in a randomized, double-blind, crossover feeding trial published earlier this year, 42 adults with elevated triglycerides followed two three-week diets: one where a daily hass avocado replaced solid fats and added sugars and another that was a matched control diet. The avocado diet lowered non-HDL (bad) cholesterol, triglycerides and the total-cholesterol-to-HDL ratio. The Avocado Nutrition Center funded the study, and it cannot be generalized to larger, more diverse populations, but the study supports avocados as a heart-healthy choice in everyday meals.

Avocados can be used as a replacement for ingredients high in saturated fat, such as butter or higher-fat cheese, in tacos and burritos. For example:

Avocado replaces heavy cream in this rich and hearty Heart-Healthy Creamy Avocado Tomato Soup .
This Avocados Eggs Benedict with Avocado “Butter” Sauce is a better-for-you twist on eggs Benedict using fresh avocado instead of butter to make a rich and creamy hollandaise sauce.
You can even bake with avocados. These Soft Bakery-Style Avocado Chocolate Chip Cookies are made with creamy avocado instead of butter. Because of their neutral flavor and soft texture, avocados are the perfect fat replacement in many baking recipes.

While avocados are famous for their healthy fats, the “30 Plants” challenge is often about fiber (of which avocados are notorious) and micronutrient variety. What other specific nutrients do avocados bring to the table that support the AHA’s new recommendations for limiting sodium and ultra-processed foods?

As a whole food, fresh avocados are unprocessed and naturally nutritious, making them a great option for those wanting to prioritize whole, minimally processed foods. Avocados also are cholesterol-, sugar- and sodium-free.

How can retailers feature this trend in the produce aisle?

Pairing produce together and highlighting ways to use produce — like placing avocados, lime, garlic and tomatoes together for a quick guacamole or group avocados, mango, papaya and bell peppers nearby for a Mango, Papaya and Avocado Salsa . Retailers can also bring this trend to life by providing a simple recipe inspiration and health messaging on bags or signage. Messages such as “good source of fiber,” “heart-healthy,” “cholesterol-free” and “sodium-free” can help reinforce the health and nutrition benefits that drive avocado purchases. They can also use the mark, Avocados — Love One Today, on bags or other point-of-sale materials, which is a complimentary licensing program to promote fresh avocados. In addition, our website is a leading source for nutrition information and usage ideas for fresh avocados, giving retailers helpful resources to support these displays.

Your Next Read:

The Produce Aisle’s Secret Satiety Hack: The Inulin Effect

Mon, 06 Apr 2026 17:24:16 GMT

Editor’s note: This column is part of an ongoing series , The 30 Different Plants Per Week Challenge, Retail Edition.

When I first started the 30 Different Plants Per Week Challenge, I thought I was just doing it for the diversity and benefits to my gut health. But a few weeks in, I noticed that while I was hitting my fruit and vegetable goals, I was also experiencing more satiety and fullness with meals. After diving into the nutritional science, I realized I hadn’t just changed my fiber intake; I had inadvertently been biohacking my GLP-1 levels.

The Science: Beyond Just ‘Roughage’

We’ve all heard of GLP-1 thanks to the rise of metabolic medications, but your body actually manufactures this hormone naturally in your gut’s L-cells. The secret to triggering it? Fermentable prebiotic fibers, specifically inulin and oligofructose.

Recent clinical reviews show that when our gut bacteria ferment these specific fibers, they produce metabolites that act as a direct green light for our bodies to release GLP-1 naturally.

When you eat plants rich in these fibers, they pass through your stomach undigested and land in the colon. There, your gut microbes have a feast. As they ferment these fibers, they produce short-chain fatty acids. These SCFAs act like a finger pressing a start button on your L-cells, signaling them to release GLP-1 into your bloodstream. This slows down gastric emptying and tells your brain, “Hey, we’re actually full.”

For a closer look at how these specific plant compounds — like intact grains and greens — interact with our gut’s ileal brake, check out this breakdown by NutritionFacts.org . It effectively illustrates how feeding your microbiome is the most direct way to signal the brain that you’re genuinely satisfied.

To maximize this natural hormone hit, consumers can look for these items on their next grocery run:

Jerusalem artichokes (sunchokes) — These are the undisputed kings of inulin. Roasted, they taste like a nutty potato, but they pack a massive prebiotic punch.
Chicory and radicchio — That bitter crunch in a salad mix is doing more than adding color. Chicory root is one of the most concentrated sources of GLP-1-triggering fiber.
Asparagus — A fantastic source of fructooligosaccharides. Aim for the tender green spears to keep your gut bacteria happy.
Underripe bananas — Bananas with a slightly greenish peel contain resistant starch, which functions similarly to inulin in the fermentation process.

Your Next Read:

Death of the Center Store? Lessons From the Food Pyramid Flip

Mon, 23 Mar 2026 20:02:59 GMT

Editor’s note: This column is part of an ongoing series , The 30 Different Plants Per Week Challenge, Retail Edition.

For nearly a century, the American grocery store was built on a stable foundation of the center store, packed with refined grains, cereals and shelf-stable goods, which was the high-margin engine that subsidized the “risky” perishables on the edges.

But as of 2026, the federal government has shaken up the food pyramid. By placing fresh produce and whole proteins at the base and relegating processed grains to the “use sparingly” tip at the bottom of the inverted pyramid, it has potentially changed how Americans eat, along with the traditional retail economic model.

It is an economic earthquake with a $130 billion epicenter. According to the March 2026 Numerator “ Food Pyramid Flip ” report, the federal transition from a grain-based foundation to a produce-and-protein-heavy base carries a price tag of $1,012 per household per year. For a retail industry built on the thin margins of shelf-stable goods, this 32% increase in per-person monthly spending represents the largest reallocation of consumer capital in the modern era.

While the new pyramid mandates a diet where fresh produce and whole proteins occupy the largest share of the plate, middle-income households — the traditional engine of grocery volume — currently maintain the lowest share of perimeter spending. This creates a massive disconnect between federal policy and household liquidity.

Currently, the center store (packaged and refined goods) still commands 49% of total grocery sales, while the fresh perimeter sits at 42%. However, the report indicates that low-trust consumers — those least likely to follow government mandates — are actually leading the migration, already allocating 48% of their dollars to fresh categories.

Logistics of an Inverted Inventory

The old food pyramid allowed for a retail model predicated on slow logistics. Refined grains and ultraprocessed snacks provided a buffer of shelf stability that subsidized the volatility of the produce department. The new food pyramid removes that buffer.

Velocity shift: As fresh produce moves from a 12% basket share to a projected 28%, the inventory turn rate for the entire store must accelerate. The “Food Pyramid Flip” report highlights that whole-form vegetables and fruits are now the primary utility of the shopping trip, requiring a total recalibration of the cold chain to handle 2.5 times the previous volume.
“Real food” premium: The $1,012 annual cost increase identified by Numerator isn’t evenly distributed. The report finds that for the bottom 40% of earners, the cost of adhering to the new pyramid consumes an additional 4.5% of their total disposable income, making “freshness at scale” the most significant hurdle for retail expansion in 2026.

Retailer Insights: Mapping the Displaced Dollar

The Numerator findings suggest that the death of the center store is being driven by a combination of regulatory pressure and shifting consumer trust profiles.

Square footage reallocation: With 250,000 Supplemental Nutrition Assistance Program-authorized retailers now facing new mandates to double their stocking of healthy staples, the physical footprint of the store is changing. Retailers are moving away from the 50/50 split between dry and refrigerated space, with new store formats favoring a 65/35 perimeter-to-center ratio.
Private-label pivot: The Numerator report found that 22% of shoppers cite a lack of clear on-package guidance as a primary barrier to following the new pyramid. This has opened a massive door for “clean-label” private brands. Instead of generic snacks, top-performing retailers are launching private-label produce kits — pre-washed, pre-cut and explicitly labeled to meet the new nutrient-density standards. This allows them to capture the convenience-seeking shopper who is fleeing the center aisles but remains wary of the high cost and prep time of the fresh perimeter.
Trust factor: Interestingly, the 48% perimeter spend among low-trust households suggests that the move toward fresh produce is being viewed as a “self-reliance” or “clean-living” movement rather than a response to government nudging. This segment of the market is less responsive to traditional health claims and more focused on transparency and whole-form integrity.

Economic Reality of 2026

The “Food Pyramid Flip” has created a vacuum. As refined grains and sugars drop to less than 10% of the recommended basket, the $130 billion previously spent in those aisles is looking for a home. The Numerator data makes one thing clear: Money is flowing directly into the refrigerated racks. The challenge for the industry isn’t just stocking more spinach; it is managing the transition from a shelf-stable economy to a fresh-velocity economy where the produce department is the new anchor of the American grocery store.

Your Next Read:

The Protein Revolution Hits the Produce Aisle

Wed, 18 Mar 2026 17:27:13 GMT

Editor’s note: This column is part of an ongoing series , The 30 Different Plants Per Week Challenge, Retail Edition.

In my quest to eat more plants each week, I’ve been diving deep into the protein craze that seems to be taking over every aisle of the grocery store. By focusing on plants naturally higher in protein and keeping an eye out for innovative retail pairings, I’ve managed to stay energized while significantly expanding my plant roster.

Plants Known for Higher Protein

While most fruits and vegetables contain some protein, certain categories are particularly dense in this macronutrient:

Cruciferous vegetables — Broccoli, Brussels sprouts and cauliflower are surprisingly protein-dense for their calorie count. For example, one cup of cooked broccoli provides about 2.5 to 4 grams of protein.
Leafy greens — Spinach and kale contribute to your daily total, especially when consumed in larger cooked quantities; 1 cup of cooked spinach can offer nearly 3 grams of protein.
Legumes — Lentils, chickpeas and various beans are among the richest plant-based protein sources, often providing 15 to 18 grams per cooked cup.
Soy products — Edamame (young soybeans) is a complete protein, meaning it contains all nine essential amino acids; 1 cup of cooked edamame contains approximately 17 to 18 grams of protein.
Seeds and grains — Ancient grains like quinoa (8 grams per cup) and seeds like hemp (10 grams per 3 tablespoons) are excellent additions to salads and bowls to boost protein intake.

Innovation in the Produce Aisle

The retail sector is responding to our protein needs with some truly creative solutions. Two companies of note are blending fresh produce with functional protein.

Naturipe Snacks recently launched SnackBites, which use real fruit, like blueberries, as the base for a high-protein treat.

(Photo courtesy of Naturipe Snacks)

Naturipe Snacks recently launched SnackBites, which uses real fruit, like blueberries, as the base for a high-protein treat. Each “Bite” contains 4 grams of protein (12 grams per pack) and includes the BC30 probiotic to support gut health while you get your protein fix.

“We wanted to develop a snack that keeps you energized and tastes great — something you actually look forward to eating,” says Steven Ware, vice president and general manager of Naturipe Snacks. “SnackBites hit that sweet spot: real ingredients, satisfying flavor and a serious nutrition boost. This is a bold new step for Naturipe in functional snacking.”

Naturipe is also continuing to innovate beyond the initial launch, with additional SnackBites packaging and flavors in development, including a dark chocolate-coated concept and another featuring strawberries.

Data shows snacking remains a mainstay of American eating habits, with nearly half of consumers now enjoying three or more snacks daily, a notable increase from last year, Naturipe says. This growth is fueled by increasing availability of health-focused options like fruit and protein bars.

Viral trends, portability and added nutritional functionality are now key factors shaping snack choices, signaling a continued shift toward smarter, more purposeful snacking. New research shows that 55% of consumers snack to satisfy hunger and 50% snack for pleasure, but motivations are broadening as more shoppers seek energy, nutrition and stress relief throughout the day.

“Snacking isn’t going anywhere anytime soon,” Ware says. “Naturipe is exceptionally well-positioned to take advantage of this demand and bring nutritious options to consumers. SnackBites are a direct reflection of that mission, putting real fruit, protein and functional wellness benefits into one convenient bite.”

The new Taylor Farms protein-forward platform includes 11 products now available nationwide, with additional items expected to launch in the coming months.

(Photo courtesy of Taylor Farms)

Another innovator, Taylor Farms, has introduced a product platform designed to meet the increase in high-protein lifestyles.

“Consumers want more than just fresh; they want functional,” says Bryan Jaynes, senior vice president of product for Taylor Farms. “As nearly everyone is increasing their protein intake these days, this new product line combines the power of protein and fresh produce to help more people achieve their nutrition goals.”

“To provide salad and snack lovers with more protein, we created a first-of-its-kind platform to provide protein in snacks, salad kits and bowls,” says Charis Neves, vice president of product and innovation for Taylor Farms. “We added whey protein to the dressings and dips, increased the amount of cheese and included protein in the crunchy toppings.”

The new Taylor Farms protein-forward platform includes 11 products now available nationwide, with additional items expected to launch in the coming months. The line is supported by a national marketing campaign across social media, e-commerce, consumer advertising and in-store promotions.

Mini chopped salad kits — These include around 10 grams of protein by incorporating ingredients like pepitas and whey protein-enhanced dressings.
Protein salad bowls — Options like the Protein Southwest Salad Bowl (23 grams protein) and Protein Caesar Salad Bowl (20 grams protein) utilize grilled chicken and whey protein-infused croutons or dressings to meet high-protein demands.
Protein Power snacks — These portable packs combine fresh vegetables like broccoli and carrots with nuts, seeds and cheese, reaching up to 17 grams of protein per snack.

The Science of Plant Protein

When we talk about plant-based protein, variety is key. A study published in the Journal of Food Composition and Analysis highlights that while some plants may lack certain essential amino acids, a varied diet — like the 30-plant challenge — ensures you get a complete profile through “protein complementation.” Essentially, by eating a wide range of plants throughout the week, your body gathers all the necessary building blocks it needs.

Retailer Insights

From a retail perspective, the shift toward functional produce is a major trend to watch.

Snacking as a meal replacement: Data shows that nearly half of consumers now eat three or more snacks a day, increasingly looking for options that satisfy hunger through high protein and fiber.
GLP-1 influence: Retailers are noticing that shoppers using GLP-1 medications are specifically seeking out high-protein and gut-health claims, making products like protein-packed snack bites and veggie trays with whey protein dips highly sought after.
Convenience meets function: The success of platforms like Taylor Farms’ 11-product protein line suggests that consumers are no longer satisfied with just fresh; they want their produce to work harder for them by providing the protein typically found in other parts of the store.

Your Next Read:

The Magic Behind Produce: Helping Kids Discover Plants One Bite at a Time

Mon, 09 Mar 2026 19:00:04 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

If you’ve ever tried to convince a child to eat broccoli or spinach, you’ve likely seen the resistance.

Even so, research and experience say that it’s best to keep trying; the more often children are exposed to different plant foods, the more likely they are to accept and eventually enjoy them.

That’s one reason the idea behind the 30 Different Plants Per Week Challenge resonates beyond adults trying to improve gut health. The concept can also help reshape how kids experience food.

Kevin Hoban, founder of the YouTube Kids channel “ Captain & Cat ,” has discovered that curiosity can be a powerful gateway to healthy eating. The channel recently launched a series highlighting fruits and vegetables, beginning with an episode about SugarBee apples that has already drawn more than 500,000 views.

Hoban says the goal isn’t to lecture kids about nutrition: It’s to spark excitement.

“We like to lead with awe and wonder,” Hoban says. “Whether that’s how many apples get picked from one orchard (millions) or the incredible speed at which a factory can sort and package apples, the more we can point to the ‘magic’ behind the fruit, the better.”

That sense of enthusiasm is contagious, he says. When farmers talk about their crops with passion, kids pick up on it.

“We find that if we’re excited, and the farmer is excited, that’s a great way to get kids excited about eating something healthy too,” Hoban explains.

The project goes beyond videos. The team has partnered with hundreds of preschools, sending classrooms a package that includes the video, an activity worksheet and a bag of SugarBee apples.

Kevin Hoban, founder of the YouTube Kids channel Captain & Cat, has discovered that curiosity can be a powerful gateway to healthy eating.

(Photo courtesy of Captain & Cat)

For Hoban, the real goal is long-term.

“At home, kids can be set in their ways in terms of what they like and don’t like to eat,” he says. “But at school, a child is much more open to trying something new because it’s an unexpected and fun detour from the typical school day.”

Programs that connect food with discovery show up in other places, too.

For example, Tomatosphere is an education program that recently sent 1.2 million tomato seeds into orbit aboard a SpaceX mission to the International Space Station. When the seeds return to Earth, they’ll be distributed to classrooms where students will grow them and study how space conditions affect plant growth.

The project uses space exploration to introduce students to scientific inquiry and agriculture at the same time.

Rick Falconer, president of the First the Seed Foundation, says the goal is to spark curiosity about how food is grown.

“Educating students about the seed industry is vital to building inspiration and interest in agricultural careers,” Falconer says.

When kids grow a plant, study it or even hear the story behind how it was produced, they begin to see food differently. It stops being an unfamiliar object on a plate and becomes something they understand.

And that’s where the 30-plant-per-week idea can become powerful for families. The key is exposure; whether it’s a new fruit at snack time, lettuce on a sandwich, a handful of berries or a taste of roasted vegetables, each encounter builds familiarity.

For adults pursuing gut health, those extra plants feed the microbiome. For kids, they do that and more. They build curiosity, confidence and a lifelong relationship with food that begins one plant at a time.

Why Early Exposure to Plants Matters

A large-scale analysis published in 2023 in The Lancet Child & Adolescent Health tracked minimum dietary diversity across global populations and found a direct, linear correlation between plant food variety (legumes, nuts, orange/yellow vegetables and leafy greens) and the prevention of stunting and wasting.

When it comes to cardiovascular health, research published in 2021 in the Journal of the American Heart Association followed children into adulthood and found that those with high plant-centered diets in childhood had a 52% lower risk of developing cardiovascular disease decades later.

As stated in “ The Lasting Influences of Early Food-Related Variety Experience ,” this longitudinal study tracked children from 5 months to 6 years of age, proving that high vegetable variety at the start of weaning leads to significantly higher acceptance of new foods later in childhood.

Retailer Insights

Retailers can play a key role in helping families expand kids’ exposure to fruits and vegetables, turning curiosity into healthier habits.

Lean into storytelling — Kids respond to the magic behind food. Signage or QR codes linking to short videos about how apples are grown or how tomatoes travel from seed to store can make produce more engaging for families.
Create kid-friendly discovery zones — A small “Try Something New” display featuring two or three seasonal fruits or vegetables each week can encourage families to add an unfamiliar plant to their cart.
Partner with schools and community groups — Programs that introduce produce in classrooms — through tastings, seed kits or educational materials — can extend into retail with in-store promotions or take-home recipe cards.
Make it interactive — Coloring sheets, stickers, scavenger hunts in the produce department or simple “30 plants tracker” cards can turn a shopping trip into a game for children.
Bundle for convenience — Retailers can assemble small plant variety packs that combine several fruits or vegetables, helping parents easily add diversity to meals without extra planning.

The more often children see, touch and taste different plants, the more likely those foods become part of their everyday diet. Homes, schools, the internet and retailers can all help make those first introductions happen.

Your Next Read:

Generational Shifts Challenge Traditional Produce Marketing

Wed, 04 Mar 2026 21:30:02 GMT

Shoppers, especially those on GLP-1 medications, say they want to eat more fruits and vegetables, but data shows produce has to work harder to turn that intention into real growth.

As retailers and suppliers look toward the rest of 2026, the message from a recent webinar hosted by the International Fresh Produce Association and Circana was clear: Consumers are still buying produce, but the “why” behind those purchases is shifting in meaningful ways.

Performance Holds Steady in a Tighter Food Economy

Jonna Parker, principal of Circana, opened the webinar with a reminder that food retail overall remains resilient; amid weather disruptions and ongoing affordability pressures, total food and beverage sales have held up. Produce, she notes, “is still holding strong with its place as an important, vital part of total U.S. edible sales.”

Over the latest 52 weeks, retail produce dollar sales grew 2.3%, slightly below total food and beverage growth of 2.9%. Volume, however, tells a stronger story. Produce pounds sold increased 1.9%.

“Produce had the most pound increase or volume increase of any other department,” Parker says, calling it one of the first times in recent years she could make that claim.

At the same time, pricing has moderated. Average price per volume in produce rose just 0.5%, far below many center-store categories. Parker describes value as one of produce’s superpowers, especially compared to ultra-processed foods and protein products that have seen steeper price inflation.

Yet headwinds remain. Traditional supermarkets continue to lose share to mass, club and e-commerce channels. Online sales account for only 9% of produce dollars, but they drove 60% of incremental dollar growth in the category last year. Parker says consumers “don’t want friction. They want what they want, when they want it.”

Fewer Calories, More Intention

One of the most significant macro shifts affecting produce is a decline in overall calorie consumption. For the first time in decades of tracking, Circana saw a drop in per capita calorie intake in 2025.

“When there’s less per capita calories, it means it’s a bigger fight than ever to get folks to buy what we want them to buy as food marketers,” Parker says.

Consumers are not just eating less; they are eating more intentionally. Health, affordability and lifestyle fit are being weighed together in each decision.

“This year of affordability has made every decision by a consumer be … in context,” she says.

Shoppers are thinking about trade-offs across the basket, not just within categories. That intentionality is especially visible in the rise of GLP-1 medications.

Circana’s latest research shows that 15% of U.S. households now have at least one member taking a GLP-1 medication.

(Image courtesy of Circana)

GLP-1 Users: Aspiration vs. Reality in Produce

Circana’s latest research shows that 15% of U.S. households now have at least one member taking a GLP-1 medication. Weight loss is the primary driver, up 41 percentage points since 2021, as the stated reason for use. Most users are on the medication for six to 12 months, though shorter-term use may increase as access expands and prices fall.

The top-line insight for produce is nuanced.

“Ultimately, when recently on the drug, they do seek more fruits and more vegetables, right along with more protein,” Parker says. “Literally, they aspire to eat more. The majority of people on the drugs aspire to eat more fruits and veggies, and they expect to eat less of sugar, carbohydrates and sodium.”

But aspiration has not yet translated into stronger produce performance.

GLP-1 households account for 16% of total food and beverage dollar sales, yet only 14% of produce dollars. Despite growth in usage, produce has not gained incremental share from these shoppers.

“In almost every major category, the quantity of units in that category being bought by GLP-1 households is less than the quantity bought by non-users,” Parker says. “By no means are we seeing people suddenly buy more of any of these fruits and vegetables than those who are not on GLP-1 drugs.”

That gap between intent and purchase represents an opportunity. Center-store brands are leaning into explicit GLP-1-friendly messaging, protein callouts and functional claims. Produce, by contrast, has largely relied on assumed health halos.

“If you think that the health romance that’s happening right now in America is naturally going to drive fruit and veg, it ain’t happening,” Parker says.

Baby boomers remain the backbone of produce spending and are already committed to healthy eating.

(Image courtesy of Circana)

Generational View: Same Health Goal, Different Motivations

Health may be universal, but how it resonates differs sharply by generation.

Across markets, IFPA’s global research shows health is consistently a top-three purchase driver for produce. In Brazil, 85% of consumers cite health as a motivator; in China, 75%; and in the U.S. and Germany, 64%.

Yet health alone rarely closes the sale. In the U.S., affordability leads at 76%. In Germany and South Korea, trustworthiness tops the list. In the United Kingdom, quality leads.

Rachel Blake, manager of global insights for IFPA, summarizes the conversion formula: “You need to lead your messaging with health. It gets attention, but close with whatever your market’s conversion lever is: trust, quality or value.”

Generationally, the contrast is just as pronounced.

Baby boomers remain the backbone of produce spending and are already committed to healthy eating. In the U.S., 52% of baby boomers report concern about daily healthy eating. In Germany, 75% consume fresh fruit regularly. They respond to fundamentals such as nutrients and longevity.

Gen Z and millennials, however, approach health through a lifestyle lens. Their goals center on functionality, feeling better and looking better. Social media is their primary source of inspiration. Nearly half of Gen Z, millennials and Gen X consumers cite social platforms as dominant sources for everyday cooking ideas.

“They won’t just naturally find us,” Parker says.

Younger shoppers spend less time in store and more time discovering foods online. Trend exposure in beverages or snacks often precedes fresh purchases. Mango, for example, has benefited from earlier adoption in drinks and dried fruit before accelerating in fresh.

When asked what would motivate them to try more fruits and vegetables, younger consumers overindexed on seeing new flavors, pairing ideas and recommendations from trusted advisers or influencers.

The assumption that younger generations will eventually shop like Gen X and baby boomers is misguided.

“If you’re waiting for that moment … it’s not coming,” Parker says.

Gen Z and millennials approach health through a lifestyle lens. Their goals center on functionality, feeling better and looking better.

(Image courtesy of Circana)

The Mandate: Be Intentional, Because Consumers Are

Consumers have adapted to inflation, to omnichannel shopping and now to appetite-suppressing medications. They are more intentional about how they spend calories and dollars.

Produce remains uniquely positioned as the department people aspire to eat more of, yet aspiration alone is not enough.

The data suggests three imperatives:

Reinforce value clearly and consistently.
Translate health into functional, lifestyle-relevant messaging, especially for younger shoppers.
Speak directly to emerging segments such as GLP-1 users rather than assuming the halo will carry the category.

As Parker puts it, success hinges on “understanding what truly drives choice across the infinite number of options that consumers have.”

In a lower-calorie, higher-intent food economy, produce still has the credentials. The challenge is making sure those credentials are visible, relevant and actionable for every generation.

4 Powerhouse Plants to Supercharge Your Weekly Variety

Mon, 02 Mar 2026 21:34:58 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

For anyone taking on the 30 Different Plants Per Week Challenge, the retail aisles are currently bursting with some serious nutritional heavy hitters.

While the challenge is often about quantity, recent research highlighted by several major growers reminds us that quality and variety are just as vital for our long-term resilience. From protecting your heart to boosting your mood, here are four powerhouse plants to add to your rotation this week, followed by actionable ways retailers can promote these habits.

The Fiber Foundation: Apples

We often hear that an apple a day keeps the doctor away, but the current push from Honeybear Brands is specifically focused on the “why.” With March being National Colorectal Cancer Awareness Month, it is a perfect time to remember that apples are a premier source of fiber.

This is critical, because roughly 97% of men and 90% of women in the U.S. do not meet their daily fiber needs. By keeping the peel on your apples, you consume phytochemicals like flavonoids and polyphenols that help fight certain cancers. Beyond digestive health and cancer protection, emerging research shows fiber can even protect our brains by slowing down symptoms of cognitive decline.

Whether you slice them into a salad or pair them with peanut butter, they are a simple, affordable way to sneak more preventive nutrition into your day.

“We know shoppers are looking to make informed choices. They are aware of fiber’s contribution to good gut health, which supports overall health,” says Kristi Harris, marketing director for Honeybear Brands. “And with apples, it’s easy to sneak more fiber into our diets. Whether you take an apple with you as an on-the-go snack, slice it up instead of chips for lunch or add to a dish for dinner, apples deliver on taste and health in spades. Plus, they are very affordable.”

The Mood Booster: Blueberries

If you find yourself feeling a bit more optimistic after your morning smoothie, it might not just be the caffeine. According to the U.S. Highbush Blueberry Council, a new study published in the journal Clinical Nutrition suggests that women who consumed a diet containing flavonoid-rich foods scored higher in feelings of happiness and optimism over time.

Flavonoids are naturally occurring compounds present in a variety of plant foods. However, the researchers found that women who consumed approximately three servings per day of flavonoid-rich foods such as blueberries, strawberries, apples and citrus fruits demonstrated a 3% to 16% greater likelihood of sustained happiness and optimism.

The results suggest a bidirectional relationship, where women who maintained higher levels of happiness and optimism were more likely to sustain a healthier, flavonoid-rich diet over time.

“What we found most compelling is the potential for a ‘virtuous cycle’ between diet and mental outlook,” says lead researcher Aedin Cassidy. “Not only do flavonoid-rich foods like berries and apples appear to bolster long-term happiness and optimism, but women who feel better are also more likely to maintain those healthy habits. It suggests that simple, everyday dietary choices can be a powerful tool for supporting psychological resilience as we age.”

The Heart-Healthy Power Couple: Mango and Avocado

Perhaps the most exciting news for your weekly menu is the discovery of a superfruit pairing that targets heart health. Research from the Illinois Institute of Technology recently found that combining an avocado and 1 cup of mango daily can support key markers of cardiovascular wellness. In a study of adults with prediabetes, this specific combination led to improved blood vessel function and a reduction in diastolic blood pressure.

Individually, these two fruits are already nutritional heavyweights. Mangoes provide over 20 different vitamins and minerals, while avocados offer heart-healthy monounsaturated fats and zero sugar. To make these a staple, you might try Mango Avocado Spring Rolls or Easy Mango Chicken Stir Fry .

For those looking for culturally relevant ways to manage health, chef Pati Jinich and Avocados From Mexico are currently promoting diabetes-friendly recipes like Lime Rubbed Chicken Tacos that use the healthy fats of avocado to create meals that are both nutritious and traditional.

By integrating these four plants, you aren’t just checking off a list; you are actively fueling your body’s defense systems.

Retail Insights

For retail grocers, these research findings offer a goldmine for seasonal merchandising and community engagement. Since March is National Colorectal Cancer Awareness Month, Honeybear Brands is already encouraging retailers to use point-of-sale materials featuring the recognized blue ribbon to remind shoppers of the vital link between apple consumption and cancer prevention.

Because most Americans currently fall short of their daily fiber requirements, high-visibility signage near apple displays can serve as a helpful nudge for customers looking to improve their gut health and reduce disease risk.

Beyond apples, there is a significant opportunity to cross-promote mangoes and avocados together. Given the new research suggesting that eating these two fruits daily can improve blood vessel function and blood pressure, grocers might consider “Heart-Health Bundle” displays, placing fresh mangoes and avocados in the same refrigerated or ambient endcap — perhaps alongside recipe cards.

Finally, retailers can tap into the virtuous cycle of mental well-being by highlighting flavonoid-rich fruits like blueberries and strawberries near the checkout or in the front of the produce department. By framing these fruits as tools for psychological resilience and optimism, you move the conversation beyond simple dieting and into the realm of total holistic wellness.

Your Next Read:

Taking the Consumer Beyond Familiar Favorites: Retail’s Role in Building Acquired Tastes

Mon, 23 Feb 2026 20:25:59 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

On a quest to eat more plants, sometimes it means confronting the one food you keep avoiding. For me, it was tofu.

Rather than just a checklist, the 30-plant challenge provides a framework for evolving your palate, turning previously avoided foods into acquired favorites through consistent exposure.

I wasn’t trying to reinvent my entire diet or become a vegetarian, but I did want a way to work a few meatless meals into my week. Yet, the first few bites of tofu left me underwhelmed. The silky texture felt strange, and the flavor so mild it barely registered, despite every influencer promising tips to make it crispy or flavorful. I tolerated it, but I did not crave it.

Then something shifted when I kept at it. Now I’ll toss cubes into a fragrant curry, pile breaded and crispy fried tofu on a sandwich with basil pesto and roasted vegetables or float it into a steaming bowl of pho or ramen. What once felt like a textural hurdle has become a pantry staple I actually reach for.

This concept is familiar to many consumers. Whether it’s the bitterness of Brussels sprouts, the texture of tofu or the tang of fermented greens, our brains often react to novelty with caution — a vestige of neophobia, the hesitation to try new foods that we’re wired to feel when something tastes unfamiliar. But exposure, especially when paired with positive experiences, can gradually shift this reaction.

Behavioral research backs this up. In studies of taste exposure , foods that were initially unfamiliar or disliked increased in acceptance after repeated tastings. In one review of multiple experiments, children needed around six to 12 exposures to a novel food before their preferences shifted toward liking it. Other research suggests that even 10 to 15 tastings of a new food can increase how much it’s enjoyed and consumed over time.

That’s part of what makes the 30 Different Plants Per Week Challenge exciting.

In The Packer’s Fresh Trends report, 59% of consumers said they’re open to trying new produce items, and they could point to specific things they weren’t buying two years ago but are now adding to their carts, from asparagus to apples and blueberries.

Retail Takeaway

For retailers, this has practical implications. Fresh Trends data from earlier surveys have shown that sampling and promotional activity are among the reasons consumers take a chance on produce they hadn’t bought before, while word-of-mouth and restaurant experiences also help break down hesitations about unfamiliar items.

That suggests retailers can actively cultivate acquired tastes by facilitating low-risk tastings and providing context that makes new plants feel accessible: recipe cards, prep tips, pairing suggestions, stories about origin and flavor profiles.

Retail insights show that shoppers will try something new when they see value, whether it’s a sale, a chef demo or a clear way to use the item at home. Connecting that trial to repeated inspiration, like including that item in a plant-of-the-week spotlight or social post series, helps bridge curiosity to habit.

Over time, a plant that once felt unfamiliar becomes one that shoppers request again and again — just like my relationship with tofu.

Your Next Read:

Eating More Plants on a Budget: How Aldi Makes Variety Practical

Fri, 13 Feb 2026 20:49:36 GMT

Editor’s note: This story is part of an ongoing column , “The 30 Different Plants Per Week Challenge, Retail Edition.”

Week 3 of my 30 Different Plants Per Week Challenge, I walked into Aldi with a mission and a calculator.

My goal was 30 different plants, but this time I wanted to prove to myself that variety doesn’t have to mean specialty produce or an exorbitant total at checkout. I started in the produce department with my short list.

Grapes went into the cart for snacking and salads. A bag of potatoes became roasted sides, soup base and breakfast hash. Cabbage was slaw one night and stir-fry the next. I added bananas, apples, carrots, onions and a bag of dried beans for depth and staying power. By the time I counted them up at home, I had more than 20 plants from produce, and plenty of room in the budget to round out the week with lentils, oats, brown rice, canned tomatoes and frozen spinach.

What struck me most was how much abundance Aldi’s produce department offered at entry-level price points.

Circana’s latest research reinforces what I saw in my own cart.

As part of its webinar, “Fresh Perspectives: How Income Shapes Today’s Fresh Food Behaviors”, Circana found struggling households are actually increasing their fresh spending faster than affluent households. In 2025, those households contributed 28% of fresh unit growth, a reminder that value-driven shoppers are not abandoning produce.

The mix looks different, though.

“Both of these groups are pursuing satiety. They’re both looking for things that are tasty and fulfilling, but they are making different choices,” says Kelly Krumholz, perimeter client insights consultant for Circana, during the webinar.

For budget-focused households, that often means leaning into items that stretch across meals and feed multiple people. Grapes over berries. Potatoes over avocados. Melons, bananas and carrots that can serve as snacks, sides and ingredients.

The data also showed produce has seen relatively modest inflation compared to other parts of the store. Same-item pricing in fresh was actually down in December, with most price shifts tied to product mix rather than true inflation. That makes produce one of the more controllable levers for shoppers watching their grocery bill.

During the webinar, FMI’s Rick Stein added important context around how shoppers define value in produce.

“For those that are tight, they’re still looking at freshness. Value in produce is really related to the freshness of the product,” he says. “Only in that last group, those that feel that they’re struggling to make ends meet, does price become the No. 1 attribute.”

That resonates with the 30 plants challenge. Budget eating doesn’t mean buying the cheapest option on the shelf. It means finding the freshest, most versatile items at a price you can repeat week after week.

This week’s strategy for plant variety on a budget:

Choose produce that works in multiple meals.
Lean into whole, intact plants that can be stretched, chopped, roasted or blended.
Mix fresh with frozen and dried to increase count without increasing cost.
Count herbs, spices, legumes and whole grains toward your total.

By the end of the week, I hit my 30 plants while staying on a budget. More importantly, I felt the rhythm of cooking at home. The Circana data confirms many households are doing the same.

Aldi’s clear value positioning removes confusion and builds trust with budget-focused shoppers.

(Photo: Jill Dutton)

Clarity Wins: Why Brand Positioning Matters in Budget Produce

Eating 30 different plants in a week does not require a premium zip code. In fact, budget retailers such as Aldi can make plant diversity more accessible.

For Marc Oshima , recently named a Top Retail Expert for 2026, success at retail starts with clarity.

“It’s important to understand both what your brand, aka your product, represents. It’s also really important to understand what your selling partner represents … The different retailers have very different positioning,” he says.

Aldi knows exactly who it is. The retailer has built its reputation on streamlined assortments, private label dominance and consistent value. That focus translates well to plant-forward shopping. A tighter SKU count makes decision-making easier. Competitive pricing lowers the barrier to trying something new. For shoppers working toward 30 plants a week, that combination matters.

Oshima stresses brands and retailers succeed when they align around a clearly defined customer.

“You have to understand who you’re going to be meaningful [to] and what that target audience is, and then you see where it lines up most effectively, most efficiently, with their different selling partner. Sometimes it could be with a partner like Aldi,” he says.

For shoppers taking on the 30 Different Plants Per Week Challenge, Aldi’s model offers a reminder: You do not need specialty signage or high-end packaging to build plant diversity. You need consistent quality, fair pricing and a store that understands its customers.

Retailer Insights for Week 3: Budget Produce

Know your customer and stay in your lane. Aldi’s clear value positioning removes confusion and builds trust with budget-focused shoppers.
Limit SKUs to simplify decisions. A tighter assortment reduces overwhelm and speeds up shopping, which helps shoppers stick to a plant-forward list.
Lead with private label. Strong store brands keep prices competitive while maintaining consistent quality in produce and pantry staples.
Keep quality consistent. As FMI research shows, freshness remains a top attribute across income levels, even among cost-conscious shoppers.
Make value visible. Clear price signage and predictable pricing reduce perceived risk and encourage shoppers to add one more fruit or vegetable.
Align brand and retail strategy. As Oshima noted, success comes from understanding who you are meaningful to and partnering accordingly. Aldi’s alignment between brand promise and store execution reinforces shopper confidence.

Your Next Read:

No Pulled Punches: Mike Tyson, Federal Leaders Target Processed Food in New Dietary Guidelines

Wed, 11 Feb 2026 22:42:22 GMT

At a Feb. 11 press conference about the implementation of the 2025-2030 Dietary Guidelines for Americans, Health and Human Services Secretary Robert F. Kennedy Jr. and Agriculture Secretary Brooke Rollins framed the new guidance around a simple directive: Eat real food.

With speakers ranging from physicians and chefs to military leaders, prison officials and former heavyweight boxing champion Mike Tyson, the event positions fresh, minimally processed foods — including fruits, vegetables, seafood and whole proteins — as central to reversing what Kennedy calls “the defining health crisis of our time.”

A Shift Toward Whole Foods

Calley Means, a senior adviser to Kennedy, opened the event by criticizing decades of federal policy that he says steered dollars toward highly processed foods through programs such as the Supplemental Nutrition Assistance Program and school meals.

“We must get to whole food,” he says, arguing that chronic disease and rising health care costs are tied to the modern American diet.

Joe Gebbia, U.S. chief design officer, says the new food pyramid flips the script, placing “high-quality protein, dairy, healthy fats, vibrant vegetables and fruits” at the forefront, with whole grains as the foundation and “highly processed junk” clearly identified.

That message was echoed repeatedly: Nutrient-dense, minimally processed foods, such as fresh produce, are no longer peripheral recommendations but rather are central to federal guidance.

Pictured is American Medical Association President Bobby Mukkamala.

(Screenshot via Dietary Guidelines for Americans press conference)

‘Food Is Medicine’

American Medical Association President Bobby Mukkamala connects the new guidelines directly to prevention.

“Choosing protein-rich whole foods while limiting heavily processed foods that are high in sodium and added sugar can help slow or reverse our nation’s growing chronic disease burden,” he says.

He calls the guidelines “a conversation starter and a call to action” and emphasizes the growing movement within medicine to recognize that “food is medicine.”

For the produce industry, the remarks reinforce an expanding role for fruits and vegetables not just in dietary advice but also in clinical conversations, public health strategy and federal procurement.

Pictured is chef Andrew Gruel.

(Screenshot via Dietary Guidelines for Americans press conference)

Chefs Champion Accessibility and American Agriculture

Chef Andrew Gruel underscored that real food is not only healthier but also affordable and widely available. He described a full day of meals built around eggs, fruit, vegetables, seafood and whole cuts of meat that he says could be prepared for $15 to $20 per day.

“Real food is wholesome food. Food is nutritious food. It’s also sustainable food,” he says, adding that the U.S. food supply chain — including produce, ranching and seafood — is “the best of any other country in the world.”

His comments place farmers, ranchers and produce providers at the center of the health conversation.

Mike Tyson speaks at the Dietary Guidelines for Americans press conference.

(Screenshot via Dietary Guidelines for Americans press conference)

Boxing Legend’s Personal Testimony

Tyson provided one of the event’s most emotional moments, speaking candidly about his past struggles with obesity and self-image.

“I was so fat and nasty, I would eat anything. I was like 345 pounds — a quart of ice cream every hour. I had so much self-hate when I was like that, I just wanted to kill myself,” he says.

Tyson connects his transformation to dietary change and sharply criticizes the role of processed foods in the U.S. food system.

“We’re the most powerful country in the world, and we have the most obese, fudgy people,” he says. “Something has to be done about processed food in this country.”

Tyson’s appearance, along with a campaign that aired during the Super Bowl , “Processed food kills. Eat Real Food,” was positioned as a cultural push to normalize fresh, whole ingredients over packaged, ultraprocessed products.

Federal Procurement as a Market Driver

Rollins emphasizes that USDA’s scale gives it leverage to shift demand.

“Every day, the U.S. Department of Agriculture spends almost $400 million on our 16 nutrition programs,” she says, calling that spending “a market mover.”

She points to 18 approved state SNAP waivers removing soda and junk food from eligibility and says updated stocking standards will require retailers accepting SNAP benefits to expand healthy offerings.

Rollins also announced new guidance encouraging child nutrition program leaders to incorporate the updated dietary recommendations, with a proposed school meals rule expected this spring.

Kennedy says the administration is “redirecting government procurement dollars toward American farmers and not junk food manufacturers,” adding that the guidelines will influence food served in schools, the military, prisons and other federal institutions.

Beyond Schools: Military and Prisons

Military and correctional facility leaders shared how nutrition changes are already underway.

Army Undersecretary Mike Obadal says the military branch is increasing access to “lean proteins and complex carbohydrates” and streamlining procurement of “local unprocessed foods” and “fresh American seafoods and produce.”

Bureau of Prisons Director William Marshall says dietary reform aligns with safety and rehabilitation goals, citing research linking improved diet quality to reductions in aggression and disciplinary infractions.

For produce suppliers, these institutional shifts represent potential long-term demand growth across large-volume federal channels.

Cultural Reset

Kennedy frames the guidelines as a turning point.

“For the first time in our nation’s history, the federal government put real food at the center of the American diet and protein in the center of the American plate,” he says.

Rollins distills the message further: “Eat real food.”

For the fresh produce industry, the rollout signals more than a revised pyramid. It suggests an alignment of federal policy, medical advocacy, cultural messaging and procurement dollars around whole fruits, vegetables and minimally processed foods — positioning fresh as foundational to national health strategy through 2030 and beyond.

How Hy-Vee Dietitians Guide Shoppers Toward Plant Variety

Mon, 09 Feb 2026 20:17:06 GMT

Editor’s note: This column is part of an ongoing series, “The 30 Different Plants Per Week Challenge, Retail Edition.”

Week 2 of the 30 different plants per week challenge was about learning how support systems make variety easier to sustain. At home, that meant leaning on meal prep and familiar recipes that could handle extra vegetables without extra effort. In the store, it meant paying closer attention to how retailers like Hy-Vee use in-house dietitians to help shoppers move past uncertainty and confidently add more plants to the foods they already enjoy.

I learned that variety gets easier when preparation is practical. A large pre-cut vegetable platter became a meal-prep go-to, making it effortless to add multiple plants to every meal. Growing tatsoi and red sorrel in my indoor hydroponic garden added nutrient-dense greens that don’t always show up in a typical produce run.

Red sorrel and tatsoi growing in the author’s kitchen garden.

(Photo: Jill Dutton)

To keep breakfasts and lunches realistic during the workweek, I leaned into batch cooking. A warm, hearty soup made with Kevin’s chicken basil meatballs included garlic, onions, celery, spinach, tomatoes, broccoli and barley (seven plants in one bowl) and paired easily with a simple salad. Breakfasts also stayed straightforward: sautéed mushrooms and spinach scrambled with eggs, served with yogurt, homemade granola and blueberries on the side.

The biggest lesson of the week was building repeatable habits that naturally layer in plant diversity. That same principle shows up clearly on the retail side, especially in stores that focus on guidance as much as selection.

Hy-Vee’s Approach: Making Plant Variety Feel Doable

Hy-Vee has long invested in in-store dietitians as part of its customer experience, and that expertise plays a key role for shoppers trying to expand their plant intake without overwhelming their budget or routine.

I sat down with Paige Green, a registered dietitian for Hy-Vee, to learn more.

“Start by adding one extra fresh produce item to meals you already enjoy, like tossing spinach into scrambled eggs or roasting peppers alongside chicken,” says Paige Green, a registered dietitian for Hy-Vee.

(Photo courtesy of Hy-Vee)

The Packer: In a large-format store like Hy-Vee, shoppers often stick to the staples they know. When you’re walking the aisles with a customer aiming for 30 different plants, what are the top three gateway plants you recommend from the produce department that provide high nutritional variety but are approachable enough for a beginner’s budget and palate?

Green: When I’m with a customer who is new to eating more plants, I focus on items that are familiar and easy to use across multiple meals:

Bell peppers — Naturally sweet and incredibly versatile. Bell peppers pair great with dip, roasted on sheet pans, tossed into pasta or added to eggs. Each color offers different nutrients, so mixing them boosts plant variety without extra effort.
Spinach (or baby greens) — A simple starter green that blends easily into smoothies, omelets, pasta, soups and salads. Spinach has a mild flavor and cooks down easily, making it perfect for adding nutrition without drastically changing taste or texture.
Sweetpotatoes — Affordable, filling and naturally sweet. Sweetpotatoes can be roasted, mashed, air-fried or cubed into bowls and salads. They provide fiber, vitamin A and antioxidants. (And they’re kid-friendly, too.)

Start by adding one extra fresh produce item to meals you already enjoy, like tossing spinach into scrambled eggs or roasting peppers alongside chicken.

Hy-Vee has been a leader in using in-store expertise to simplify healthy eating. From your experience, what is the biggest mental barrier shoppers face when trying to diversify their plant intake, and how can produce managers use simple signage or usage tips to help them overcome that hesitation at the point of purchase?

From a Hy-Vee dietitian’s perspective, the biggest barrier shoppers face when diversifying their plant intake is uncertainty — not knowing how to use produce or worrying it will go to waste. Many customers tell me they want to eat more plants, but they’re unsure how to prepare something new or fit it into meals their family already enjoys.

This is where simple signage and usage tips can make a huge impact. When shelf tags highlight quick ideas like “Try me roasted,” “Great in smoothies” or “Add to tacos or pasta,” it immediately lowers that barrier. Shoppers don’t need a full recipe, just one or two practical suggestions to spark confidence.

I also see success when signage focuses on how to use an item rather than just its nutrition. For example, pairing bell peppers with “slice for snacks, sauté for dinner or add to eggs.” These small cues help shoppers visualize success before they even leave the store.

Ultimately, the goal is to make produce feel approachable. When customers can picture exactly how a vegetable fits into meals they already love, they’re far more likely to try something new.

Why Variety Matters, and How Retailers Can Frame It

Erin Mittelstaedt, CEO of The FruitGuys, puts the value of plant diversity in simple, consumer-friendly terms.

“Fruits and vegetables are like snowflakes: Each one is unique,” she says. “Apples and zucchini are both good for you, but they have different healthy nutrients and phytonutrients inside. Eating a wide variety of produce will help you get as many of those beneficial compounds as possible and keep your whole body healthy, from your heart to your brain.”

Mittelstaedt emphasizes that eating a wide range of produce supports whole-body health because each plant brings a different mix of compounds.

“Every fruit and vegetable has its own combination of nutrients and phytonutrients, like vitamin C, vitamin A, potassium, folate, carotenoids, anthocyanins, polyphenols and more. All of those compounds do different things in our bodies,” she says. “Some of them prevent heart disease or protect us from cancer. Others help lower our cholesterol, support our bone health or improve our digestion. The more of them you eat each day, the more health benefits you’ll get.”

For retailers, this message pairs naturally with merchandising strategies that emphasize abundance, mix-and-match displays and cross-category inspiration rather than single-item promotions.

From a Hy-Vee dietitian’s perspective, the biggest barrier shoppers face when diversifying their plant intake is uncertainty — not knowing how to use produce or worrying it will go to waste, says Hy-Vee dietitian Paige Green.

(Photo courtesy of Hy-Vee)

Takeaways for Retailers

Week 2 of the challenge highlighted several opportunities retailers can lean into:

Promote prep shortcuts. Pre-cut vegetable platters and ready-to-use greens lower the friction for shoppers aiming to increase plant variety.
Lead with familiarity. Bell peppers, spinach and sweet potatoes serve as comfortable entry points that can be built into multiple dayparts.
Use signage that answers “how,” not just “why.” Simple usage cues help shoppers imagine success at home.
Frame variety as an additive. Encouraging shoppers to add one more plant to meals they already love feels achievable and sustainable.

Your Next Read:

For American Heart Month, TikTok Wellness Coach Says to Add More Color to the Cart

Wed, 04 Feb 2026 16:42:41 GMT

As American Heart Month shines a spotlight on cardiovascular health, the message around prevention is slowly shifting. While nutrition planning is often focused on restrictions such as consuming less salt, less fat and less sugar, a growing number of health educators are encouraging shoppers to think about what they can add to their plates instead.

Fresh produce, they say, is one of the simplest and most effective ways to start.

Hunter Stoler, a certified health coach and wellness educator with more than 1 million followers across TikTok and Instagram, has built his platform around making nutrition science approachable and practical. His advice resonates because it meets shoppers where they are, especially in the produce aisle.

“So many people are focusing on what we need to remove from our diet,” Stoler says. “I like to focus on what we can add to balance it out or make it healthier.”

That mindset shift matters for heart health. Fruits and vegetables contribute fiber, antioxidants and plant compounds such as polyphenols that help reduce inflammation, a known driver of heart disease. Increasing produce intake can also support healthy cholesterol levels, blood pressure and weight management, all key factors in cardiovascular health, Stoler says.

The health coach says that variety is just as important as volume. Different fruits and vegetables deliver different benefits, which is why he encourages shoppers to choose produce they already enjoy while slowly branching out into new options. The visual diversity of a produce department can be a powerful motivator when shoppers understand that “eating the rainbow” isn’t just a slogan but instead a practical strategy for heart health.

Affordability remains one of the biggest perceived barriers, though Stoler counters that fresh produce is often one of the most cost-effective tools for improving diet quality, especially when shoppers lean into promotions and alternatives.

“Shop the sales,” he says, noting that many fruits and vegetables, including organic items, are frequently discounted.

For retailers, these insights translate into small but meaningful opportunities. Clear pricing, attractive displays and consistently high quality help build shopper confidence, Stoler says. Accessibility also matters, from display height to easy-to-navigate layouts that serve older shoppers and those using mobility aids.

Stoler adds that sourcing locally when possible can further strengthen trust and engagement.

When it comes to unfamiliar items, Stoler encourages curiosity over hesitation. Trying one new fruit or vegetable can be the first step toward greater variety, especially when shoppers realize how much more affordable and filling home-cooked meals can be compared to dining out.

His advice for American Heart Month is intentionally simple: Rather than overhauling eating habits overnight, he encourages shoppers to start by adding one or two fruits or vegetables to meals they already enjoy.

“It’s about addition, not reduction,” Stoler says. “Think about what you can add to your plate to make it fuller and more nutrient-dense.”

For produce retailers, that message aligns naturally with the season. Heart health doesn’t require complicated strategies, just consistent access to appealing, affordable fruits and vegetables, and gentle encouragement for shoppers to bring more plants home.

Week 1: Surviving a Storm and Finding Strategy in the Produce Aisle

Mon, 02 Feb 2026 07:53:09 GMT

Editor’s note: This story is part of an ongoing column , “The 30 Different Plants Per Week Challenge, Retail Edition.”

It might not have been the best timing to launch a 30-plants challenge and a subsequent column about the quest the week before a snowstorm. I watched last week as shoppers across much of the country shared videos and photos on social media of produce aisles stripped bare. Kansas City shoppers, where I live, were preparing for the storm as well. Bananas, avocados, potatoes and onions, all gone from the shelves.

Fortunately, I’ve been eating this way for a while. My pantry is loaded with plants — whether it’s the variety of grains such as barley, bulgar, quinoa (not technically a grain), wheat and spelt flours and rice, nuts and seeds like almonds, walnuts, cashews, pumpkin, flax and chia, an abundance of dry beans and legumes or produce that I have either canned, frozen or dehydrated — so I had a good starting point.

Still, I made a Costco run the Wednesday before the storm and was able to purchase many of the fresh items I would need for the week: jumbo containers of mushrooms, broccoli, berries, citrus, spinach, a four-pack of pomegranate arils and more filled my cart. I stopped by a local ethnic grocer, World Fresh Market, and grabbed some produce items I can’t always find at the grocery store, so I would have some fun new flavors to taste in the first week. I picked up the vibrant purple Okinawan sweetpotato, the fiber-fueled dragon fruit, a mangosteen with its hints of strawberry, peach and vanilla, and my first time purchasing chayote and jicama to round out a week of flavors and different plants.

I was ready to officially begin the The 30 Different Plants Per Week Challenge, Retail Edition. Impending storm be damned. I was prepared.

World Fresh Market excels at turning variety into inspiration.

(Photo: Jill Dutton)

Week One: What I Noticed Right Away

Cold weather calls for soups and stews, so I simmered a hearty stew filled with beef, barley, carrots, onions, garlic, potatoes, tomatoes and green beans in beef broth (seven plants), another vegetarian soup that was warming and flavorful with mushrooms, onions, garlic, sweet potatoes and wild rice (five plants) simmered in chicken broth and finished with coconut milk at the end. I baked two baguettes combining wheat and spelt flours (two plants) to dip into the hearty soups. For side dishes, I prepped a cucumber and onion salad, boiled and marinated some beets and made some salad jars with corn, black beans, butterhead lettuce, carrots and bell peppers topped with homemade avocado crema. I had also picked up a jar of kimchi from Costco that will feed me for a while. For breakfast prep, I made a batch of blueberry banana muffins and some egg cups with tomatoes and spinach.

Although some ingredients were duplicated (and the point is to eat 30 different plants), this gives you an idea of how a simple day of meal preparation can lead to nearly 30 plants consumed in one day, let alone an entire week. It’s definitely doable with a little foresight and a constant eye for adding more plants to meals.

I’ll go into more detail about what constitutes a plant next week.

What surprised me most during the first official week wasn’t how hard it was to eat more plants, but rather how quickly my perspective shifted in the produce department.

Once I started thinking in terms of “plant counting,” items I often treated as afterthoughts suddenly mattered more. Fresh herbs went from optional to essential. A handful of cilantro or parsley didn’t just add flavor; it added diversity (and counts as half a plant — more on this next week). A scoop of pumpkin seeds or a sprinkle of chia seeds suddenly felt purposeful, not decorative.

I also noticed how much easier variety became when I leaned on multiple forms of produce. Value-added produce such as salad mixes (counts as multiple plants), pre-cut vegetables and microwavable green beans made it easier to say yes on busy days.

I also became more aware of where I hesitated. Unfamiliar items slowed me down. Clear signage, recipe suggestions and simple usage cues sped me up. The experience reinforced something retailers already know but don’t always see through a shopper’s eyes: Intention only turns into action when confidence is there.

The produce aisle expands into the cart bay at World Fresh Market.

(Photo: Jill Dutton)

Why Variety Within Categories Matters

Beyond just checking a box for the week, the 30-plant challenge encourages a deeper level of nutrient diversity that shoppers often overlook. Leslie Wada, senior director of nutrition and health research for the U.S. Highbush Blueberry Council/North American Blueberry Council says, “variety is so important” because there are thousands of phytonutrients, and each plant is uniquely high in specific ones.

While we often group all fruit into one bucket, the biological benefits vary wildly from one item to the next. For instance, while a banana is a healthy staple, it won’t provide the specific anthocyanins found in berries. This is why Wada says the council has advocated for dietary guidelines to include fruit subgroups, much like the green, orange and red categories for vegetables, to help consumers understand that a blueberry offers a different functional profile than an apple or an orange.

For the plant-counting shopper, this distinction is key to building a resilient gut microbiome.

“To accept the fact that, in general, a diverse microbiome is better, we are seeing unique changes [with blueberries],” Wada says, adding that the goal is to get “more of the good stuff, and more different kinds of it.”

In the produce aisle, hitting the 30-plant goal requires selecting a wide spectrum of these different subgroups to capture the full range of synergistic benefits that plants offer when eaten together.

Early Takeaways for Retailers

What worked:

Costco’s produce department made the 30-plants challenge feel achievable by leaning into scale, consistency and simplicity. The variety of options made it easy to commit, yet the finely tuned assortment reduced decision fatigue. Costco’s reliable staples in generous supply encourage shoppers to actually use what they buy. The variety of salad kits provides ways to easily eat multiple plants in one meal. For plant-forward eaters, Costco’s approach supports repeat exposure to core produce items, an important first step before branching out into more unfamiliar options.

At World Fresh Market , the retailer puts produce front and center, literally drawing you in to the produce aisle. The second I entered the cart bay, before even entering the store, huge bins of mangoes, sweetpotatoes, citrus and more filled the entrance. This led almost like a path from the front door to a display of berries, then avocados and more, ending at the entrance to the produce aisle, a massive display of exotic and international produce. This ethnic grocer excels at turning variety into inspiration.

If there’s one early lesson, it’s that small educational cues, especially around unfamiliar items, can be the difference between intention and action.

Retailer’s Corner: Lessons from Week 1

The 30-plant challenge changes how a customer looks at your shelves. Here is how to capture that “plant-curious” spend:

The “variety pack” advantage: If you carry multicolored carrot bags, mixed-medley potatoes or power-green salads, label them with a “5 Plants in 1 Bag” sticker. For a 30-plant shopper, this is an irresistible convenience.
Bridge the fear gap: My purchase of the mangosteen was driven by its flavor profile (strawberry/vanilla). If you carry exotics, don’t just name the fruit, name the flavor. Small shelf talkers that say “tastes like a mix of peach and pineapple” entice the consumer to try something new.
Don’t ignore the dry goods: The 30-plant challenge includes grains, nuts and seeds. Retailers can increase basket size by cross-merchandising walnuts or pepitas directly in the produce aisle near the salad kits.
The “half-plant” hero: Because herbs count toward the goal, they are no longer just an ingredient; they are a milestone. Ensure your herb displays are fresh and highly visible.

Next Week

In the next installment, we’ll look at what counts as a plant and how retailers can draw attention to these superstars in the produce aisle.

To learn more about the 30-plants challenge in the meantime, check out the introduction to this column here .

In the coming weeks, I’ll explore everything from global produce and unfamiliar fruits to value-added produce and the small in-store cues that make plant-forward eating feel achievable. Once per month, I’ll create a video roundup of lessons I learned, then in the summer, I’ll visit farmers markets and farms with CSA programs to branch out even further.

What plants are in your cart this week?

Your Next Read:

Feeling Blue? Blueberries Might Aid Depression and Anxiety, New Research Suggests

Thu, 29 Jan 2026 19:26:45 GMT

A new study published in the journal Nutrients adds to growing evidence that what we eat can influence how we feel. Researchers at Louisiana State University found that daily blueberry supplementation might help reduce symptoms of depression and anxiety in adults living in rural communities, where access to specialized mental health care is often limited.

The 12-week, double-blind, randomized clinical trial followed 23 participants diagnosed with major depressive disorder, generalized anxiety disorder, or both, all of whom were receiving standard care. Participants consumed either a freeze-dried whole blueberry powder equivalent to one cup of fresh blueberries, or a placebo powder matched for taste, color and calories.

At multiple points during the study, participants completed standardized depression and anxiety assessments, including the Major Depression Inventory and the GAD-7 questionnaire. Clinicians also conducted diagnostic interviews using the Hamilton Depression Rating Scale. By the end of the study, those who consumed the blueberry powder showed a greater reduction in symptoms of depression and anxiety compared with those in the placebo group.

“This study suggests that something as simple as adding blueberries to the diet may have meaningful benefits for mental health, highlighting the powerful connection between nutrition and emotional well-being,” says Joseph Francis, Ph.D., the study’s lead author.

While the results are promising, the biological mechanisms behind the mood improvements are still being explored. According to Leslie Wada, senior director of nutrition and health research for the U.S. Highbush Blueberry Council /North American Blueberry Council, the findings raise important questions about how blueberries might be working in the body, even when traditional markers don’t change.

“It’s all speculation,” Wada says, noting that the researchers were not able to directly measure mechanisms in this study. “Previous research has suggested anthocyanins have an effect, but there was nothing that they were able to show from a mechanism. So based on that study, we can’t say.”

One intriguing aspect of the research is that common systemic inflammatory markers, such as C-reactive protein, did not change in the blueberry group, even though participants experienced improvements in mood. That doesn’t necessarily mean inflammation isn’t involved, Wada says.

“When you take a blood sample, it’s going all over your body, and maybe you don’t see a change,” she says. “But if you’re looking at the level of the tissue, you would be able to see it.”

Wada points to emerging research showing localized inflammation can change even when blood markers remain the same, suggesting diet-related benefits might be happening in specific tissues rather than system-wide.

Other hypotheses include the role of the gut-brain axis or the ability of blueberry compounds to directly influence brain function. In animal studies, anthocyanins — the pigments that give blueberries their deep blue color — have been shown to cross the blood-brain barrier.

“They did some studies to show that the anthocyanins cross the blood-brain barrier,” Wada says. “So is it that? Is it a combination? Usually it’s a combination.”

The study used a freeze-dried whole blueberry powder rather than fresh berries, a choice that often raises questions among consumers. Wada explains the powder is used in research to ensure consistency and accuracy, not because it is superior to fresh fruit.

“We provide the powder because we want some standardization, and it’s whole blueberries,” she says. “It’s everything, because we don’t know if it’s the anthocyanins, we don’t know if it’s the fiber. We kind of feel like it’s a combination of the two doing something synergistically.”

Freeze-drying, she added, is the gentlest processing method and helps preserve nutrients while allowing researchers to precisely measure a daily dose equivalent to one cup of fresh berries. It also makes it possible to create a true placebo, which is essential for a double-blind study.

Still, Wada says consumers don’t need supplements to see potential benefits.

“I tell the consumers, don’t go and buy freeze-dried powder off Amazon — just go to the store and buy fresh blueberries,” she says.

The study also found that the daily dose used of about one cup of blueberries is realistic for most people. “It’s a reasonable amount,” Wada says. “Some scientists have given a half-cup equivalent. If people think, ‘Oh, I can’t eat a whole cup at one time,’ have half [a cup] in the morning and half in a smoothie or something later.”

Researchers caution blueberry supplementation is not a replacement for medication or psychiatric care. However, the results suggest that dietary strategies could play a supportive role in managing mental health, particularly in underserved populations.

With its small sample size, the study is considered a pilot, but it demonstrates that rigorous nutrition research can be successfully conducted in rural clinical settings. The authors call for larger, more diverse studies to better understand how blueberries, and diet more broadly, can influence mental health outcomes.

For retailers and growers, the findings also add to the growing body of research supporting blueberries as a functional food with benefits that extend beyond physical wellness, reinforcing their role in everyday diets and long-term health.

Your Next Read: Why I’m Eating 30 Different Plants a Week and What It Means for Produce Retail

Why I’m Eating 30 Different Plants a Week and What It Means for Produce Retail

Thu, 29 Jan 2026 15:24:27 GMT

Editor’s note: This story is part of an ongoing column , “The 30 Different Plants Per Week Challenge, Retail Edition.”

As the retail editor for The Packer, I have the opportunity to view the produce department through the lens of a consumer as well as an editor. While I spend my days analyzing industry shifts and supply chain logistics, I also spend my evenings navigating the same aisles as the shoppers we serve.

I decided to merge these two perspectives by creating the 30 Different Plants Per Week Challenge, Retail Edition. This series is designed as a real-time experiment in how plant-forward shoppers interact with the produce aisle. By documenting this journey, I intend to offer retailers a front-row seat to the shopper’s decision-making process, uncovering the merchandising cues and educational gaps that determine what ultimately makes it into the cart.

Why 30 Different Plants

A trend that doesn’t look like it’s slowing down, the “ 30 Different Plants Per Week Challenge, Retail Edition ,” originated from a landmark 2018 study conducted by the American Gut Project, one of the largest citizen-science microbiome research initiatives in the world. Led by researchers at the University of California, San Diego, the study analyzed stool samples from over 10,000 volunteers across the U.S., U.K. and Australia. The core finding was that participants who consumed more than 30 different types of plants weekly had significantly more diverse gut microbiomes than those who ate 10 or fewer. This diversity is linked to better immune function, reduced inflammation and improved mental health.

As of 2026, the 30-plants-per-week movement has evolved from a niche social media challenge into a structural shift in how consumers approach the produce department. For retailers, understanding these search and consumer trends is the key to capturing what is now sometimes called the “Diversity Diet.”

While the traditional “five-a-day” message focused on volume, 2026 search data shows a surge in interest regarding microbiome diversity and plant points. Consumers are no longer just looking for more food; they are looking for different food. This trend is driven by:

The rise of personalized nutrition: Companies like Zoe have mainstreamed the idea that a healthy gut requires a wide variety of fiber types. Search queries for “prebiotic diversity” and “polyphenols” have moved out of clinical labs and into the produce aisle.
The “GLP-1" effect: As weight-loss medications (such as Ozempic and Wegovy) continue to dominate health conversations in 2026, a massive subset of “fiber-forward” shoppers is emerging. These consumers are searching for high-fiber plants such as jicama, artichokes and legumes, to manage digestive health while on these medications.
The “plant point” economy: Shoppers are gamifying their grocery trips. Search interest in “what counts as a plant” shows that consumers are delighted to discover that coffee, dark chocolate and even popcorn count toward their weekly goal.

Why Me?

Eating more plants has been part of my lifestyle for a while. Not as a diet, not as a reset and not as a temporary challenge, but as a way to bring more variety, flavor and intention into everyday eating, including more fiber, improved gut health and more nutrients. Rather than eating less of any one food group, I aimed to incorporate more fresh fruit, vegetables and other plant foods. Like many shoppers, I already considered myself a “produce person.” I cook often, I shop the perimeter and fruits and vegetables regularly land in my cart. I seek out what fruits and vegetables are celebrated seasonally in different regions when I travel, I’m an avid home cook and I’m a preservation enthusiast who cans, freezes and dehydrates produce to enjoy year-round.

Since I also happen to be the retail editor for a produce industry magazine, it means my interest in eating more plants goes well beyond personal experience. I spend my days talking with growers, shippers, retailers and marketers about how and why consumers shop the produce department.

But when I started paying closer attention to variety and not just volume, I realized how often I rely on the same familiar items week after week. Spinach, broccoli, apples, tomatoes. Healthy, yes; diverse, not always.

That’s what drew me to the idea of eating 30 different plants per week, and why I’m turning it into an ongoing column that can benefit consumers as well as the retail grocers where they shop.

The idea of 30 different plants itself isn’t arbitrary. To better understand the science behind plant variety, I spoke with Janel Ohletz, director of agriculture for Plantd and a classically trained chef who holds a doctorate in soil science. She explains that the 30-plants goal is rooted in the unique nutritional profiles found across different plant species — even those within the same family, like kale and cabbage.

“Every single different type of species has different nutrients in them that hit different parts,” Ohletz says. A diverse intake allows different plants to “fill in the gaps” of others, creating what she describes as a “really great balance across that spectrum.”

By hitting these various nutritional markers, Ohletz says, consumers can worry less about tracking individual vitamins day by day. Beyond the microscopic benefits, she also emphasizes the practical reality: Variety makes healthy eating more sustainable.

“I would say variety is the spice of life,” she says. “I eat with my eyes first and then with my mouth, and it helps fill me up better when it’s more interesting than just some bland brown thing on my plate.”

Bridging the Gap: From Consumer to Retailer

The goal of this weekly column is to bridge personal experience and professional observation.

For consumers: It offers a realistic, non-prescriptive way to think about variety focused on curiosity rather than restriction.
For retailers: It provides an unfiltered look at how a plant-forward mindset changes shopping behavior in real time.

Each week, I’ll share what helped me buy more produce and what small details made a difference. Each month, I’ll synthesize these observations into a video roundup highlighting what worked, where shoppers get stuck and what retailers can replicate.

Stay tuned for the first installment, “ Surviving a Storm and Finding Strategy in the Aisles .” If you want to learn more about the 30-plants challenge, I wrote about it last year in this article: What retailers should know about the gut-healthy 30 plants a week challenge.

Your Next Read: