IFPA Campaign Urges Leaders to Prioritize Fruits and Vegetables

New Campaign Connects Fresh Produce to National Health Goals

The International Fresh Produce Association (IFPA) has launched a strong national campaign to highlight the importance of fruits and vegetables in improving America’s health. The campaign, titled “Fresh Produce for a Healthier America,” delivers a clear message: improving health starts with what we grow and eat.

Using powerful headlines like “Before there were pharmacies, there were farms” and “Before there were co-pays, there were carrots,” IFPA’s campaign calls on U.S. leaders to prioritize fruits and vegetables in health policy discussions.

The campaign is being shared across Washington, D.C.–focused media platforms, targeting healthcare policymakers directly. Its goal is to remind lawmakers that fresh produce plays a key role in fighting chronic diseases and reducing long-term healthcare costs.

The campaign supports IFPA’s recent policy recommendations to the Make America Healthy Again (MAHA) Commission. These recommendations call for specific actions to expand produce access and improve public health.

IFPA urges the inclusion of produce prescriptions in federal healthcare programs like Medicare and Medicaid. They also recommend expanding the Fresh Fruit and Vegetable Program (FFVP) so that students in all schools can develop healthy eating habits early.

IFPA encourages support for safe crop protection tools and regenerative farming practices that help secure a strong and healthy food supply.

This campaign is part of IFPA’s larger mission to promote fruit and vegetable consumption, protect grower needs, and support the health of families across America.