Shifting the Fresh Produce Consumption Paradigm

As someone deeply passionate about the fresh produce industry, I have long believed that increasing consumption is where everything starts. Yet, across the globe, we are witnessing a worrying trend: declining consumption of fresh fruits and vegetables, especially among children. This is not just a business concern — it is a societal and health issue that demands urgent attention and collective action.
For years, our industry has operated with a “push” mentality. We have focused on producing and distributing our products, hoping that consumers will follow. But the world has changed. Today, we must embrace a “pull” strategy — one that starts with the consumer and works backward. We need to understand what the end consumer wants, what they don’t want, and, crucially, why they are not consuming more fresh produce.

The stakes are high. The habits we set at a young age tend to continue with us throughout our lives. If we fail to instill healthy eating habits in children now, it will be exponentially harder to change behaviors later. The consequences are already visible: rising rates of childhood obesity and type 2 diabetes.

BREAKING BARRIERS

How do we address this challenge? At ICA, we have made a commitment to be part of the solution. Only one out of 10 Swedish children eat the recommended 500 grams of fruits and vegetables per day. That means 90% are falling short. So, we realized we needed to dig deeper and understand the real barriers to consumption.

Through research interviews, studies, and direct engagement with children and parents, we identified four main barriers: attitude, knowledge, availability and price.

First, attitude. We need to shift the perception of fruits and vegetables from something children “should” eat to something they “want” to eat. This requires creative marketing and engagement, making produce appealing and fun.

At ICA, we have launched a new campaign, borrowing tactics from other foods and snacks that appeal to children — limited editions, vibrant packaging, influencer partnerships, and a presence in settings where children spend their time, such as gaming and sports.

Second, knowledge. It’s not just about telling children and parents that fruits and vegetables are healthy; it’s about making the information engaging and accessible. Fun facts, interactive programs, and school-based education can make a real difference. We are working with schools and our shop owners to bring this knowledge directly to families.

Third, availability. If fresh produce isn’t present where children are — at sports events, in schools, at the checkout counter in supermarkets — then the healthy choice simply isn’t an option.

Finally, price. While the actual cost of produce is often comparable to less healthy options, the perception persists that it is more expensive. We must address both the reality and the perception, advocating for lower taxes on fruits and vegetables and running pricing campaigns that make healthy choices more affordable.

Our approach is not a one-off campaign, but a long-term initiative. We have committed to at least two years of sustained activities, constantly evaluating and adapting our strategies.

The results so far are promising. Our campaign has been recognized as one of the top 10 global initiatives for promoting children’s health by the Institute of Grocery Distribution (IGD). But we know there is much more to do. This is not a challenge that any one company can solve alone. It requires joint responsibility and opportunity across the industry, from growers to retailers, from policymakers to educators.

If we succeed, the rewards will be immense: a healthier population, a stronger industry, and a future where fresh produce is at the center of every meal.

Maria Wieloch is head of category management fruit, vegetables and flowers at ICA, Sweden’s leading retailer, as well as a board member of the International Fresh Produce Association (IFPA).