Every September, Americans are reminded of a simple but transformative truth: fruits and vegetables are essential not only for physical health, but also for happiness, energy, and long-term well-being. National Fruits & Veggies Month (NFVM), launched in 2019 by the Produce for Better Health Foundation (PBH), has taken up the mission of inspiring healthier habits through the “Have a Plant®” movement. The campaign reframes produce not as a chore to be eaten out of duty, but as an enjoyable and satisfying part of everyday life. With school programs, grocery store promotions, community events, and social media challenges, the monthlong observance encourages people to take a pledge that is as manageable as it is impactful: add just one more fruit or vegetable to your daily meals.
Since its inception, NFVM has grown into an annual celebration of better living through food. It has reached millions of people across the country through partnerships with schools, healthcare providers, food retailers, and online influencers. The message is straightforward: you don’t need to overhaul your diet overnight to see change. Simply weaving in an extra serving of produce each day is enough to create meaningful shifts over time. This small step is rooted in behavioral science, which shows that incremental changes are more likely to stick than drastic overhauls. Instead of presenting nutrition as a rigid set of rules, the “Have a Plant®” movement connects healthy eating with joy, flavor, and culture.
But confining this movement to September alone may undersell its potential. The challenges it seeks to address—low fruit and vegetable consumption, rising rates of diet-related diseases, and the fast-food convenience culture—are present every day of the year. Nearly 90 percent of Americans fail to meet recommended daily intake levels for fruits and vegetables, a troubling statistic given their proven role in reducing risks of heart disease, diabetes, and obesity. By limiting awareness efforts to one month, momentum risks fading just when habits need reinforcement. Nutrition is not seasonal, and the need for better dietary habits doesn’t pause once October begins.
Imagine the impact if National Fruits & Veggies Month evolved into a year-round effort. Instead of a brief burst of attention, the campaign could keep healthy eating at the forefront of public conversation twelve months a year. Seasonal celebrations could spotlight different produce as they come into harvest—apples in the fall, citrus fruits in winter, leafy greens in spring, and melons in the summer. Schools could integrate fruit and vegetable education into their curricula throughout the year, rather than treating it as a one-time event. Grocery stores could maintain ongoing promotions that encourage shoppers to try new produce, supported by recipes and cooking demonstrations. Community centers could host monthly events that pair cultural traditions with plant-based meals, making healthy eating a social activity rather than an isolated chore.
The beauty of the “Have a Plant®” pledge is its accessibility. It does not prescribe a rigid diet plan, nor does it exclude anyone based on income, geography, or personal preferences. Fresh, frozen, canned, dried, and juiced produce all count, making it easier for people of all backgrounds to participate. For families on tight budgets, frozen and canned vegetables can be an affordable, nutritious option. For young professionals on the go, smoothies or fruit cups may provide a convenient solution. And for older adults, incorporating more produce can support both physical health and mental well-being. The campaign’s inclusive approach recognizes that every person’s lifestyle is different, but everyone can find a way to add more plants.
Equally important is the cultural shift this campaign represents. For decades, nutrition messaging has leaned heavily on directives: eat five servings, reduce sugar, avoid fats. While medically sound, this language often comes across as restrictive, creating guilt and resistance. By contrast, National Fruits & Veggies Month focuses on positivity. It frames produce as something to embrace rather than endure, a source of pleasure rather than punishment. The shift from rules to enjoyment is what makes the campaign resonate with younger audiences in particular, who are more motivated by emotional connection than by abstract health statistics.
The movement also highlights the role of community in building healthier habits. When schools, workplaces, and neighborhoods join in, individuals feel part of something larger. Children are more likely to eat fruits and vegetables when they see their classmates doing the same. Adults are more likely to try a new recipe when it comes recommended by a coworker. Even social media can help create a sense of shared progress, as people post pictures of colorful meals and swap easy recipes. By fostering this collective spirit, NFVM moves beyond personal responsibility and turns healthy eating into a cultural value.
The long-term potential of this campaign lies in embedding its principles into everyday life. The habits people form around food do not happen in isolation; they are shaped by the environment, availability, and cultural attitudes. A year-round embrace of National Fruits & Veggies Month could help normalize plant-forward meals in restaurants, increase demand for produce in grocery stores, and influence policy decisions around food access and nutrition education. In a country where diet-related illnesses contribute heavily to healthcare costs, the benefits of such a shift would be profound.
National Fruits & Veggies Month has already proven it can spark excitement and action. It shows that with the right message, people are willing to rethink what’s on their plates. But to truly unlock its promise, the campaign must be understood not as a September observance, but as the foundation of a sustained national movement. The idea that healthy eating can be simple, joyful, and inclusive is too important to be set aside after just 30 days. By extending the spirit of NFVM throughout the year, America could take a meaningful step toward a healthier future—one plant at a time.
