IFPA touts fresh produce consumption as essential part of national health strategies

IFPA touts fresh produce consumption as essential part of national health strategies

Emphasizing the urgency of addressing diet-related chronic diseases, the International Fresh Produce Associaiton said 90% of Americans fail to meet recommended fruit and vegetable intake levels and called for a systemic approach to increase consumption and drive meaningful, lasting change.
Emphasizing the urgency of addressing diet-related chronic diseases, the International Fresh Produce Associaiton said 90% of Americans fail to meet recommended fruit and vegetable intake levels and called for a systemic approach to increase consumption and drive meaningful, lasting change.
(Photo: onephoto, Adobe Stock)
by The Packer Staff, Apr 01, 2025

The International Fresh Produce Association says it has submitted policy recommendations to the Make America Healthy Again commission as part of its commitment to reducing diet-related diseases and improving public health nationwide.  

In a letter addressed to Health and Human Services Secretary Robert F. Kennedy Jr., White House Domestic Policy Council Executive Director Vince Haley and commission members, IFPA highlighted evidence-based solutions that prioritize fruit and vegetable consumption as essential to national health strategies. Emphasizing the urgency of addressing diet-related chronic diseases, IFPA said 90% of Americans fail to meet recommended fruit and vegetable intake levels and called for a systemic approach to increase consumption and drive meaningful, lasting change, according to a news release.  

“With current rates of chronic diet-related disease, we must act swiftly and decisively to enhance fruit and vegetable consumption nationwide,” said IFPA CEO Cathy Burns. “Our recommendations offer tangible, evidence-based solutions that will create a lasting impact on public health. We look forward to working with the MAHA Commission to turn these policy ideas into action.” 

IFPA said its key policy recommendations include: 

  1. Embed produce prescriptions as a covered benefit within the health system — IFPA advocates for incorporating produce prescriptions into federal health care programs, including Medicare, Medicaid and the Department of Veterans Affairs, to support diet-related disease prevention and reduce healthcare costs. 
  2. Enhance nutrition clarity in food labeling — IFPA calls on the Food and Drug Administration to mandate transparent labeling for food products claiming fruit and vegetable content, enabling consumers to make informed dietary choices.
  3. Expand financial incentives for fruit and vegetable purchases — IFPA proposes making fresh produce eligible for health savings accounts and flexible savings accounts, along with a federal tax credit for purchases that align with Dietary Guidelines for Americans.
  4. Expand the Fresh Fruit and Vegetable Program — IFPA recommends extending FFVP access to all low-income elementary schools and eventually middle and high schools, helping students develop healthy eating habits early.
  5. Modernize USDA purchasing programs — IFPA calls for recalibrating USDA procurement strategies to include a broader range of fresh produce and increase distribution to underserved communities through nonprofit organizations.
  6. Increase fruit and vegetable access for SNAP recipients — Citing USDA research, IFPA suggests incentivizing produce purchases through the Supplemental Nutrition Assistance Program to help recipients meet dietary recommendations.
  7. Enhance data collection for federal nutrition programs — IFPA supports a systematic approach to track and analyze federal feeding and nutrition program data, ensuring alignment with public health goals. 
IFPA said it is dedicated to working with the administration, policymakers and industry leaders to advance the initiatives.









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