Why Essential School Supplies Should Include Fresh Produce

Back-to-school season always includes promotions of supplies, like notebooks, backpacks and lunchboxes. When it comes to filling those lunchboxes, parents and caregivers are taking a fresh look — literally — at what to put inside.

Fresh foods are increasingly taking up space in lunchboxes and snack containers taken outside the home, replacing or balancing foods that don’t fall under the better-for-you umbrella. According to The Power of Produce 2025 report from FMI — The Food Industry Association, one-third of consumers say they are highly focused on making healthy and nutritious food choices.

That’s an especially important goal for children, as their growing bodies and minds require important nutrients. The U.S. Centers for Disease Control and Prevention reports that nearly half of children, 1 to 5, are not eating vegetables daily, and a third are not eating fruit on an everyday basis.

As school and fall activity seasons get underway and harvest season slows down in some parts of the country, shoppers can still find plenty of fresh fruits and vegetables at their local grocery store. Gone are the days when you could only find berries or zucchini in the mid-to-late summer months. Locally sourced produce is always popular, but year-round availability is appreciated by consumers who want to keep eating their favorite fresh foods.

While they browse the produce section for fruit and vegetables that can be packed into school lunches and enjoyed as snacks after sports practices or games, shoppers have a real bounty of choices. Giving them more options is key to boosting sales of fruits and vegetables. FMI’s latest Power of Produce report confirms that although virtually all households buy fresh produce at least once a year, growth comes from greater spending per trips or on additional trips.

EASY DOES IT

Retailers and their grower partners can tout ready-to-eat offerings, such as pre-cut fruits and vegetables, to help consumers readily pack fresh fruits and vegetables for school or activity.

Some brands and stores even sell smaller packs that can just be tossed into a cooler or lunchbox. We know that such options are popular. According to the Power of Produce, 74% of shoppers buy value-added produce items “sometimes” to “always.”

PUSH WHAT’S POPULAR

Leverage marketplace trends to promote fruit and vegetable items that seem to be resonating with buyers, especially young consumers. The Power of Produce reveals cucumbers and berries are having a moment. Those foods make for quick, fresh snacks for on-the-go kids (and adults) and are true palate pleasers.

Check in with social media to keep up with other in-demand foods, since 94% of produce shoppers actively use social media. When dragon fruit was trending on social media in 2024, sales per pound spiked 22.4% over the previous year.

MAKE A DAY OF IT

Another way to keep people healthy, while also keeping produce demand healthy, is to suggest fresh produce for consumption across dayparts. The huge interest in avocado toast is proof that the produce section is ripe for breakfast sourcing.

Families can get their daily intake by adding more fruits and vegetables to morning meals, school snacks, lunches, after-school or post-activity snacks and dinner. Don’t forget dessert: 38% of consumers surveyed in The Power of Produce said that they enjoy fruits with dessert, and 39% eat fruit as an evening snack.

Of course, the benefits of eating more fruits and vegetables aren’t just for kids. Adults who are looking to add more of these products to their shopping carts and diets — including those on GLP-1 medications who are changing up their habits — can be enticed with more convenient, trending and versatile choices. Attract their attention with fresh offerings in the produce section and highlight fruits and vegetables available at other parts of the store, like grab-and-go displays near the front end or in the freezer and center sections.

Even as people settle into their autumn routines, it won’t be long before the holiday season arrives and, with it, more opportunities to provide customers, including parents, with ideas for incorporating fresh produce into their diets. Inspire shoppers in every season by providing recipes and serving suggestions both in-store and across digital platforms.

Balance the classics with innovative ideas that spark surprise-and-delight moments. Seasons change, and so can the ways to connect with shoppers as they embark on something new.

Rick Stein is vice president of fresh foods at FMI — The Food Industry Association.