A bowl of mixed fresh berries on a red and white checkered cloth.

A bowl of mixed salad with lettuce, lemon slices, green peas, tofu, roasted potatoes, carrots, and Romanesco broccoli.

A colorful salad with avocado, beet, strawberries, and greens on a blue plate, with a bowl of seeds nearby.

You can’t make America healthy without Fruits & Vegetables

Fruits & Vegetables All Day, Every Day

The 2025–2030 Dietary Guidelines reinforce fruits and vegetables as foundational to healthy eating—and call on Americans to eat them throughout the day. All Day Every Day turns Dietary Guidelines into practical, doable produce moments across the day with inspiration people can use at breakfast, lunch, dinner, and snack time.

Closing the Intake Gap

Fruits and vegetables are widely recognized as essential to health—yet intake still lags. The International Fresh Produce Association, together with The Foundation for Fresh Produce is responding with a simple, actionable idea: make fruits and vegetables part of everyday life throughout the day, across meal occasions and lifestyles—from home-cooked meals to quick, on-the-go snacks – and in policy.

The 2025-2030 Dietary Guidelines’ renewed emphasis on whole foods and eating produce “throughout the day” created a clear opportunity to empower consumers—but guidance must meet policy. This is the industry showing up with one voice—aligning consumer inspiration with the policy work that protects access and strengthens demand.

The Dietary Guidelines Connection

The 2025–2030 Dietary Guidelines for Americans reaffirm fruits and vegetables as a foundation of healthy eating and call for Americans to consume a variety of colorful, nutrient-dense produce throughout the day as part of a diet centered on “real, whole foods.”

The Guidelines recommend three servings of vegetables and two servings of fruits per day (2,000-calorie pattern) and emphasize produce throughout the day.

The challenge isn’t awareness, it’s execution. People need encouragement and ideas that make fruits and vegetables feel doable in real life, every day.

IFPA Policy Priorities

All Day, Every Day complements IFPA’s 2026 policy agenda—because increasing consumption only works when systems that deliver produce are strong and when policies make produce more visible, accessible, and affordable.

A Stable Workforce

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More Fruits & Vegetables in Nutrition Programs

Producer Profitability

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Fair & Predictable Trade

Resilient Supply Chain

Modern Food Safety

IFPA + The Foundation for Fresh Produce

IFPA leads on policy, advocacy, and industry alignment. The Foundation for Fresh Produce helps translate guidance into daily habits. Together, we connect inspiration to action—so “throughout the day” becomes breakfast ideas, snack solutions, dinner shortcuts, and real-life routines.

As part of this campaign, IFPA partners with The Foundation to connect consumers with trusted tools at fruitsandveggies.org, including recipes, cooking tips, and simple ideas that close the gap between knowing fruits and vegetables matter and knowing how to eat more of them.