As an editor for The Packer, I've discovered an unexpected side effect of working in the produce industry: I crave produce.
It makes sense. Attending produce expos such as the West Coast Produce Expo or others around the country, I'm introduced to exotic and unfamiliar fruits and vegetables such as the sweet and juicy golden dragon fruit, the tart and chewy goji berry or the blush-pink sweetness of pineberries that taste like strawberries kissed by pineapple.
After an expo, I'll return home on the plane with perhaps a bundle of ginger and herbs for making tea, packets of pistachios, a few exotic fruits I want to sample, anything else I can get through the airport, and a slew of recipe ideas I learned at the show — ready to incorporate these new favorites into my meal plans at home.
So when I first learned about the 30 different plants a week challenge, I knew it would satisfy my natural curiosity — and cravings — for produce and plants.
What is the 30 plants a week challenge?
The research behind the trend originated from the American Gut Project and was later popularized by experts such as Tim Spector of ZOE, and celebrity chef Hugh Fearnley-Wittingstall.
Of the American Gut Project, Tiffany Bruno, a registered dietitian and director of education for Switch4Good, says the research team found those who ate at least 30 different plants per week had better health markers compared to those eating 10 or fewer plants per week.
“Our guts are made up of trillions of microbes that are working to digest our food and keep us healthy,” Bruno explains. “We want them to thrive, and different species have different needs. Eating a variety of high-fiber foods like fruits and vegetables allows us to meet the needs of a wider variety of microbes that can contribute different benefits in our bodies.”
As plants are a great source of dietary fiber, Shelley Balls, registered dietitian and nutritionist for Flawless Bloom, says she recommends the 30-plant challenge to clients to promote gut health, but also overall health. And the diversity of the plants is key, Balls says.
“At some point in our lives we've all been guilty of eating the same things over and over, which sometimes makes life easier, but our health is sacrificed,” she says. “Completing the 30-plant challenge is a great way to raise awareness of your intake, or lack thereof, and add variety to your eating pattern, which is crucial when you're wanting to promote gut health.
“Variety is key to help promote a healthy gut, and completing the 30-plant challenge can help you get more variety,” Balls adds. “Plants are a great source of prebiotic fibers, polyphenols and antioxidants, which all promote a healthy gut. It's more apparent than ever that our gut health plays a big role in our overall health, so ensuring we're eating to promote gut health is key.”
The variety is extensive as well, and Balls points out that plants include not just fruits and vegetables, but also beans and legumes, grains, spices and herbs, making it easy for the consumer to reach the 30 different plants per week goal.
This diversity is important, says Dr. Raj Dasgupta, chief medical adviser for Garage Gym Reviews, says, because “You could eat a ton of broccoli and still miss out on key nutrients and fibers found in other plants. Each plant brings something unique to the table — different fibers, antioxidants and compounds that feed different microbes in your gut. So it's not just about eating more plants, it's about mixing it up to support a healthier, more balanced gut.”
How could produce departments/grocers better support this challenge? What tools or messaging might help?
“I think it could be effective for grocery stores to mention the health benefits of diversifying plants along with their sales,” Bruno says. “What better time to try something new than when you can save money and you realize it can benefit your gut health?”
Dasgupta suggests grocers could make it easier by highlighting plant variety.
“Think signs that say, ‘try these five vegetables this week,' or offering bundles of diverse produce at a discount. Recipe cards that use three-to-four types of plants can also be helpful. Even small nudges like labeling lentils or fennel as ‘gut-friendly' could spark curiosity and make people more likely to branch out,” Dasgupta says.
Do you see interest in gut health and plant diversity influencing what shoppers purchase?
More people are paying attention to what foods support gut health, and it's showing up in their carts, Dasgupta says.
“Shoppers are picking up more fiber-rich items, trying out fermented foods and being open to less familiar produce or grains,” Dasgupta says. “When people understand how plant diversity benefits digestion and overall health, they're more motivated to mix things up.”
Bruno enthusiastically agrees.
“I've heard more people are interested in increasing their plant diversity for a variety of reasons, and social media has been very beneficial for this,” she says. “People are hearing registered dietitians and gastroenterologists share about the benefits for their gut health. There are also so many outlets for finding new recipes to use [them]. Suddenly, rhubarb is at the top of the grocery list so they can make the rhubarb muffin recipe they watched a video of earlier in the week. They've probably walked right past it at the store for years, but seeing someone else use it in a delicious way encourages them to purchase it for the first time. I love that social media has greatly increased people's exposure to new foods.”
How do you recommend people incorporate more diverse produce into their diets affordably?
Bruno recommends starting with what's on sale when looking to try new plants.
“An easy way to start is by looking at what is on sale,” she says. “Is there a fruit, vegetable, bean, grain or nut you usually don't eat or maybe have never tried? This is the perfect opportunity to purchase it. I always suggest looking at a store's sales online before heading out to shop. If you decide to try something new, it gives you the chance to do a little research before and make sure you can buy any other ingredients you'll need.”
There are also so many options for getting fresh produce without going to the grocery store, Bruno says, adding that, “Local CSA boxes and farmers markets often have varieties not commonly found in stores, plus the farmers are always happy to give you tips on preparing the food to ensure it's delicious. Similarly, produce delivery boxes that offer a random selection can expose you to new foods as well. One box alone might have up to two dozen different plants!”
Finally, Bruono suggests buying variety packs of fresh fruits or vegetables to incorporate more into the menu.
“For example,” she says, “rather than only putting strawberries in your smoothie, opt for frozen mixed berries. Rather than only romaine in your salad, consider getting a spring mix or something like a spinach and arugula blend. These variety packs are often the same price as the individual components, allowing you to have that diversity your microbiome craves without breaking the bank or ending up with a bunch of unused food from buying so many different items.”