The Campaign for Produce: A New Movement for Fresh Food and Healthier Communities

How It All Began

The Campaign for Produce took root at Atlanta’s IFPA Global Produce and Floral Show. Initially a fun, election-themed idea inspired by the 2024 presidential race, the campaign grew into something much bigger. What started as a playful competition between Kale Collards ’24 and Broccoli Cauliflower ’24 quickly captured attention and inspired people to think deeply about the importance of produce.

We handed out campaign-themed t-shirts featuring both “candidates” and invited attendees to vote for their favorite. By the show’s end, Broccoli and Cauliflower emerged as the clear winners! Yet, more importantly, the enthusiasm for fresh produce was unmistakable, and the excitement generated by the campaign affirmed its value as a vital movement for healthier communities and a stronger future.

Highlights from IFPA

The response to the Campaign for Produce at IFPA was overwhelmingly positive. Our booth buzzed with excitement as visitors cast their votes, snapped photos, and donned their campaign shirts. We also sponsored a Professional Photo Lounge, allowing attendees to capture the moment with complimentary headshots—a unique way to engage with the produce community and make everyone feel their best. From passionate discussions to creative photo ops, the IFPA show was the perfect place to launch this meaningful campaign, and we’re excited to keep the momentum going!

Banners hang from the ceiling displaying "Professional Photography," "Smith's Farm Stag Barn," "Relaxation Station," and "Cleaning Station.

Two people smiling and posing together at an event. One person is wearing a blue shirt, and the other is in a red blazer giving a thumbs-up. Event signage and booths are visible in the background.

People setting up a photography station at a trade show booth, with lights and banners, surrounded by tables and chairs.

Two women smiling and posing together indoors, one wearing a blue shirt and the other a red jacket.

A display of fresh kale in a white container with a sign that reads "Vote Here" at a market stand, next to a white ballot box.

People interacting at a booth displaying farm products and promotional materials, with boxes and fresh produce visible.

Display table featuring broccoli and cauliflower merchandise, promotional flyers, and branded materials, including shirts and brochures.

Three women stand together in front of a booth display, all wearing casual business attire and lanyards.

Bundles of broccoli wrapped in plastic are displayed on a tiered wooden stand.

A variety of leafy greens, including lettuce, kale, and broccoli, are displayed in a metal basket and on a shelf at a market.

Display of bagged salads and broccoli heads in a refrigerated case at a produce booth, with promotional materials and broccoli-themed items on a nearby table.

Three packaged broccoli heads on a wooden shelf, with a pair of brown shoes partially visible in the background.

A refrigerated display of broccoli heads on the top shelf and various packaged leafy greens on the middle and bottom shelves.

More Than Just an Election

Though inspired by election season, the Campaign for Produce is about so much more than a friendly rivalry between vegetables. This campaign represents our commitment to making fresh produce more accessible and educating communities on the benefits of fruits and vegetables. It’s a movement to ensure everyone, regardless of location or circumstance, can enjoy the health and wellness benefits that fresh, nutritious food brings.

What's Next for the Campaign for Produce

As we continue to roll out the Campaign for Produce, we’re dedicated to expanding partnerships, sharing valuable information, and encouraging healthier eating habits across the country. We’re posting highlights from the IFPA show, including some fantastic photos of our campaign t-shirts and memorable moments from our launch.

Thank you to everyone who joined us at IFPA and made our launch a success. The Campaign for Produce is just in its infancy, and we look forward to seeing where this journey takes us as we work to build a healthier, more produce-driven future for all!