Fruitsandveggies.org Relaunches as Key Hub for Health Pros and Consumers in 2025
NEWARK, DE – The Foundation for Fresh Produce has revamped its flagship website, fruitsandveggies.org, in 2025, transforming it into a leading destination for both consumers and health professionals seeking to boost fruit and vegetable consumption.
With more than 250,000 monthly visitors, the site has become a trusted platform for making fruits and vegetables easier and more appealing to eat. It also serves as a vital resource for registered dietitians and other health professionals, offering practical tools to help guide clients toward healthier eating habits.
Among the most visited features are the site’s 1,000+ recipe database, curated by food influencers and industry boards, and its popular Expert Q\&A section. These resources, paired with strong social media advertising and a major boost from Google Ad Grants, have helped spread the message to billions around the globe.
“As an industry, we have a real opportunity—and responsibility—to speed up the shift to healthier diets,” said Cedric Pauwels, Director of Marketing, Communications & Public Affairs at Greenyard and a Board Member of The Foundation for Fresh Produce. “Fruitsandveggies.org is a powerful platform. It brings together trusted information and inspiration that can truly change how people eat. By standing behind this resource, we can reach more people and make healthy eating more accessible.”
One of the standout updates is the new “For Professionals” section. This part of the site is designed to support food and nutrition professionals with specialized resources for their work. It includes handouts for clients enrolled in federal nutrition programs like SNAP and WIC, as well as tailored guidance for managing conditions like diabetes, kidney disease, and gluten intolerance. Toolkits and recipes are also available to help retail dietitians and school nutrition leaders drive produce consumption in grocery stores and school cafeterias.
The site has also been restructured to reflect how users interact with it. Recipes are now front and center, as they are the top reason people visit and return. New categories link recipes to health conditions, providing added value for professionals and families managing dietary restrictions.
“Poor diet is the leading cause of chronic disease, yet fruits and vegetables are still underused as a solution,” said Emily Holdorf, MS, RDN, CDN, Influencer & Community Manager at The Foundation for Fresh Produce. “As a dietitian, I know that facts alone don’t change habits. People need credible, useful, and inspiring tools—and that’s what fruitsandveggies.org offers. With evidence-based resources and culturally relevant recipes, we’re turning knowledge into action.”
By redesigning the site with both health experts and everyday users in mind, The Foundation aims to make healthy eating easier, more engaging, and more impactful—one bite at a time.
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