The Foundation for Fresh Produce

To Grow a Healthier World

The Foundation for Fresh Produce logo

The Foundation for Fresh Produce's vision is to grow a healthier world by changing the trajectory of human health. The produce industry has the potential to provide solutions for many of the world’s greatest health and economic challenges – especially those surrounding nutrition and hunger.

The Foundation focuses on improving the appeal of fruit and vegetables as an integral part of people’s diets, supporting the development of infrastructure and supply chain solutions that provide easier access, and establishing strategic alliances that enable children and families to form healthier eating habits.

To advance our goal of increasing consumption of fruits and vegetables, the Foundation for Fresh Produce partners with produce industry trailblazers as well as private and public health and policy leaders around the world. We believe fruits and vegetables are the answer to changing the trajectory of human health.

As the only 501c(3) working on behalf of the produce industry with assets like the Have A Plant® campaign and, we are dedicated to inspiring consumers to live happier, healthier lives by eating more fruits and vegetables every single day.

Fun Things We're Working On

Growing A Healthier World By Boosting Appeal for Fruits & Vegetables

We are committed to growing a healthier world by boosting the appeal for fruits and vegetables. Learn more about the work done in 2023 and how you can get involved!
A group of people enjoying a picnic in the part toast at a picnic table. The words: Growing a Healthier World by Boosting Appeal For Fruits & Vegetables is above their heads.

Ignite Your Marketing Game at The Consumer Connection Conference

Every produce marketer has their eyes – and their marketing – focused on the consumer. One industry conference has that same focus – The Consumer Connection Conference, brought to you by the Foundation for Fresh Produce (FFP).  Join us April 28 - April 30, 2025 in Dallas, TX

A group of attendees from the 2024 Consumer Connection event pose in a "wild way" at the social media photo booth. is the Consumer’s One-Stop-Shop for All Things Fruits & Veggies! is the Foundation's consumer-facing website designed to inspire people to enjoy more fruits and vegetables every day. With recipes, expert articles, and a library of how to select, store, savor, and share all your favorite fruits and vegetables, direct consumers here for credible information and inspiration to increase consumption.

The homepage of the website fruits and veggies .com.

September is National Fruits & Veggies Month

September is National Fruits & Veggies Month, a time to elevate fruit and vegetable consumption to a national priority with one unified voice! Celebrate everyone’s favorite and most flavorful plants – fruits and veggies – and start planning your promotions today!

Learn more
Logo for National Fruits & Veggies Month September 2024. #NFVM2024 #haveaplant

Race for a Healthier World 5K

The 5K Race For A Healthier World is on again this year! Save the date for Friday, October 18 and register now. We look forward to running with you in Atlanta!

Register now

Woman running with the words Race for a Healthier World.

The 2024 Foundation for Fresh Produce Board of Directors

Alex DiNovo headshot

Alex DiNovo


President & CEO

DNO Produce

Dwight Ferguson

Dwight Ferguson

Chair Elect

President & CEO
California Agricultural Leadership Foundation

Martha Hilton

Martha Hilton

Immediate Past Chair

VP Produce & Floral


John Oxford headshot

John Oxford

Secretary / Treasurer



At Large Members

CarrieAnne Arias headshot

CarrieAnn Arias

Founder & CEO


Inci Dannenberg

Inci Dannenberg

President of Global Vegetable Seeds
Bayer Crop Science

Nikki Ford

Director of Nutrition
Avocado Nutrition Center, Hass Avocado Board

Bil Goldfield headshot

Bil Goldfield

Director Global Comms &
Marketing, Dole

Eileen Hyde headshot

Eileen Hyde

Senior Director, Community Resilience
Walmart Foundation Center

Jason Osborn headshot

Jason Osborn

Director, Marketing
The Wonderful Company

Support Our Mission

Our mission is simple yet ambitious: Grow a Healthier World. Yet, we cannot do this alone. Donate today to support this important endeavor.

Eboni Wall

Eboni Wall

Vice President, Consumer Foundation & Strategic Partnerships