September has officially been recognized as National Fruits & Veggies Month, a nationwide campaign designed to inspire Americans to eat more fruits and vegetables and embrace healthier lifestyles. The initiative, led by the Produce for Better Health Foundation, emphasizes the 2025 theme “Every Time You Eat, Have A Plant®,” a call to action that urges individuals to add at least one more fruit or vegetable to every meal or snack throughout the day.
The campaign arrives at a pivotal time for public health. According to national nutrition surveys, only about one in ten Americans meets the daily recommended intake of fruits and vegetables. This gap has long been identified as a contributing factor to chronic health issues including obesity, diabetes, cardiovascular disease, and certain cancers. By designating September as a month dedicated to fresh produce, health leaders hope to shift habits and bring greater awareness to the benefits of eating more plants.
National Fruits & Veggies Month was first introduced in 2019 as part of the broader “Have A Plant®” movement. It grew out of earlier public health programs such as the 5-A-Day campaign and the Fruits & Veggies—More Matters initiative, which had been in place for decades. Over time, the messaging has evolved to focus not only on the health benefits of produce, but also on the enjoyment, cultural significance, and sense of community that comes with eating more fruits and vegetables. The current campaign reflects a modern approach to nutrition advocacy, combining scientific evidence with storytelling, digital outreach, and social media engagement to connect with diverse audiences.
Throughout the month of September, Americans can expect to see the campaign integrated into everyday spaces. Grocery stores are featuring in-store promotions and signage encouraging shoppers to add more produce to their carts. Schools are incorporating educational activities into classrooms and cafeterias, teaching children about the importance of fruits and vegetables early on. Community organizations and healthcare providers are distributing toolkits with recipes, tips, and fun challenges designed to spark curiosity and make healthier eating more approachable. On social media, the campaign is amplified by influencers, nutrition experts, and everyday participants who share their own plant-filled meals and personal stories under the campaign’s banner.
This year’s theme, “Every Time You Eat, Have A Plant®,” is deliberately simple but powerful. It shifts the narrative away from strict rules and toward practical, achievable steps. Instead of focusing on what people should avoid, it encourages adding more nutritious foods into existing routines. By highlighting small daily changes—such as tossing spinach into scrambled eggs, snacking on an apple, or adding an extra serving of vegetables to dinner—the campaign makes healthy eating feel attainable and positive rather than restrictive.
The science behind the message is clear. Consistent research shows that diets rich in fruits and vegetables reduce the risk of chronic disease, improve immune function, and contribute to overall well-being. In addition to providing vitamins and minerals, fruits and vegetables deliver dietary fiber and antioxidants that protect against inflammation and cellular damage. Some recent studies have also highlighted the broader benefits of produce consumption beyond physical health. Programs that increase access to fresh produce have been linked to improvements in mental health, food security, and community well-being. In one large study, participants who received produce prescriptions—vouchers to purchase fruits and vegetables—reported lower blood pressure, healthier blood sugar levels, reduced body weight, and fewer experiences of food insecurity.
For health professionals and policymakers, National Fruits & Veggies Month serves as a reminder of the need for structural solutions as well as individual change. Advocates argue that while public education campaigns are crucial, lasting improvements in dietary habits require greater access to affordable fresh produce. Rising food costs remain a barrier for many families, particularly in rural and low-income communities where grocery options are limited. Some cities and states are experimenting with subsidies, incentives at farmers’ markets, and nutrition assistance programs to make fresh produce more widely available.
Still, the heart of the September campaign lies in personal empowerment. By framing fruits and vegetables as a source of pleasure and vitality rather than obligation, the initiative hopes to inspire people to see healthy eating as rewarding. The Produce for Better Health Foundation stresses that every small choice matters, and that even a single additional serving of produce each day can make a difference.
As September unfolds, the campaign brings together families, schools, communities, and industries under one unifying message: healthy eating is within reach, and it begins with a simple pledge to have a plant. Whether through a crisp apple, a bowl of leafy greens, or a new recipe shared with friends, National Fruits & Veggies Month offers an opportunity to embrace food that fuels both body and spirit.
