The Flavor Factor: Increasing Fresh Produce Consumption Using Taste, TikTok and Trends

As chefs, we understand fresh produce is the heart of a great dish, not because it’s healthy, but because of flavor. In today’s culinary environment, food trends rise and fall at the speed of a swipe, and, after viewing, it will be flavor and deliciousness that reign supreme.

Social media platforms, especially TikTok, have become our modern tasting rooms, shaping the palates of Gen Z and setting the stage for future menu favorites. The hashtag #Foodie has racked up over 300 billion views on TikTok, showcasing recipes that celebrate taste, just as much as health. For fresh produce, this is an opportunity — not a challenge.

Gen Z’s digital fluency means they are constantly on the hunt for food inspiration, often turning to viral trends like the “watermelon pizza” or the ubiquitous “avocado toast” craze. These creative, flavor-forward ideas have the power to turn a piece of fruit or a head of lettuce into a culinary sensation.

But here’s the rub: As social media reshapes perceptions, we must ask ourselves: Can flavor outweigh the traditional healthy message when it comes to what gets ordered off the menu?

According to the U.S. Department of Agriculture (USDA), per capita consumption of fresh fruits and vegetables dropped in 2023 for the first time in over 40 years. As a chef, and as an industry, that’s a wake-up call.

Research, from groups like Tastewise, tells us that over 50% of Gen Z diners prioritize flavor and variety above health claims when making food choices. That’s our affirmation to reimagine how we bring fresh produce to life on the screen, on the plate, and on the menu.

It starts with menu language. Forget “grilled Asian vegetable salad,” and say hello to “Charred Broccolini with Sweet Chile Glaze and Toasted Sesame Crunch.”

A dish must sound as indulgent, delicious and exciting as it tastes. This isn’t just semantics, it is about crafting an experience that resonates with the diner before the plate hits the table.

Presentation is equally important. Plates need to spark the urge to snap a photo.

As chefs, we know the power of visual storytelling. Social media has turned every meal into a stage, and we need to elevate our presentations and make our produce the star of the show.

Visually stunning, delicious and healthy are not mutually exclusive. A colorful platter of fresh produce might catch the eye, but it’s the unexpected flavor combinations — black garlic and miso-glazed butternut squash, brilliant red strawberries with peppery arugula and tangy balsamic, spicy mango salsa, or roasted cauliflower with golden raisins and harissa — that keep diners coming back.

Social media creators who highlight bold, creative ways to use fruits and vegetables are elevating the menu game, and it’s up to us to continue to set the stage (or the plate) for their celebration of our kitchens.

Social media creators who highlight bold, creative ways to use fruits and vegetables are elevating the menu game.

To dive deeper into this challenge, consider the role of cultural influences. Gen Z is the most diverse generation in history, and their food preferences reflect that. Dishes that draw inspiration from global cuisines — like Thai green papaya salad or Mexican esquites with lime and chile — speak to their adventurous palates and a generation of travelers.

Highlighting these flavors on menus not only elevates fresh produce, but also connects with the cultural curiosity of a new generation of diners.

Education also plays a role. Diners are more informed than ever, but they may not realize the story behind their produce. Menus that tell the story of locally sourced fruits or highlight unique varieties can spark interest and add value.

For instance, a dish like “Heirloom Peach Salad with Burrata and Honey-Thyme Dressing” not only tantalizes the taste buds, but also celebrates the uniqueness of the ingredients, creating a deeper connection with diners. THIS is the avenue to promote LTOs and true seasonal specialties for their uniqueness and delectable contributions to the menu.

Chefs can also leverage the power of partnerships with influencers and content creators. Imagine a TikTok video that breaks down a signature fruit-based dessert step-by-step, sparking interest and encouraging viewers to try it themselves or visit the restaurant to taste the original.

According to the recent FMI Power of Produce report, 94% of produce shoppers are actively using social media platforms, and 36% are discovering new fruits and vegetables through digital channels.

Another strategy to counter the decline in fresh produce consumption is to reimagine the role of fruits and vegetables in plant-forward dishes. While the plant-based movement often focuses on meat substitutes, there is a growing opportunity to center dishes on the natural brilliance of produce. Highlighting fruits and vegetables in unexpected ways can intrigue diners and reframe how they think about fresh produce.

The bottom line is this: To capture the attention and loyalty of consumers, we must focus on flavor first; taste is the hook. By leaning into versatility, creativity and, above all, the joy of eating, we can put fresh produce back where it belongs — at the center of the plate.

As an industry, it is our job to lead the charge, and show fruits and vegetables are irresistible and stop leading with health attributes. Through thoughtful storytelling, innovative techniques, and a willingness to embrace bold flavors, we can create menus that not only reverse the decline in fresh produce consumption, but also redefine what it means to eat deliciously.

M. Jill Overdorf is founder and president of The Produce Ambassador, which provides strategic insight, brand development, and innovative solutions for the foodservice, produce, hospitality and culinary sectors.