“A healthy lifestyle is impossible without fruits and vegetables”

As a world fruit and vegetable breeding firm, Rijk Zwaan helps the #FightforFresh initiative launched by the International Fresh Produce Association (IFPA) – not solely with progressive varieties, but in addition with analysis and communication associated to well being and diet. In reality, well being & diet is without doubt one of the firm’s three themes at Fruit Logistica 2026.

“By understanding and communicating the health impact of food properties, we can build a strong, solid message that stands out above the noise,” says Ana Molina Jiménez, Nutritionist at Rijk Zwaan.

#FightforFresh initiative
“Food is the single strongest lever to optimise human health and environmental sustainability on Earth,” writes the EAT-Lancet Commission in its report titled ‘Food, Planet, Health’. According to the fee, the worldwide meals system is in pressing want of change. People ought to double their consumption of wholesome meals equivalent to fruits, greens, legumes and nuts, whereas moderating the quantity of much less wholesome meals they eat.

Cathy Burns, CEO of the International Fresh Produce Association (IFPA), is a powerful advocate of this message. In June 2025, she known as on the contemporary produce sector to hitch the #FightforFresh.

© Rijk Zwaan

Research into advantages
This initiative is an effective match with Rijk Zwaan’s mission of encouraging folks worldwide to eat extra vegetables and fruit as the premise of a wholesome life-style. The firm has researched during the last years and gained nice experience and information on the advantages of contemporary produce and see nice alternatives in speaking these advantages to companions and customers. To increase these actions, Rijk Zwaan has employed nutritionist Ana Molina Jiménez.

As an knowledgeable on meals and diet, Ana is aware of simply how vital vegetables and fruit are. “They contain countless vitamins, minerals and bioactive substances that have a direct impact on various illnesses. A sufficient and varied intake of fruits and vegetables helps prevent non-communicable diseases and keeps us healthy at every stage of life,” she says.

© Rijk Zwaan

Sharing information with companions
“In the past we have extensively analysed our products, which allows us to build up scientifically substantiated knowledge. We want to share this information with our partners in accessible language,” Ana explains enthusiastically. The companions can then incorporate the right and legally compliant details about the varieties’ and types’ dietary and health-promoting traits into their very own gross sales and advertising actions.

“By combining a understanding of food properties and their health impact with the right communication strategy, we can build a strong, solid message that stands out above the noise,” provides Ana.

Reaching customers
Collaboration is important so as to attain customers worldwide and drive an actual change in consuming habits. Fortunately, a rising variety of corporations within the contemporary worth chain are committing to this mission. For instance, Greenyard, market chief in contemporary, frozen and ready vegetables and fruit, has launched the Pure.Plant.Power idea. Meanwhile, increasingly more grocery store chains are creating a method for the ‘Planetary Health Diet’ idea.

Key position for producers
“Everyone involved in the production of fruits and vegetables plays a key role,” says Ana. “After all, a healthy lifestyle is impossible without fruits and vegetables. That’s what makes our mission so important.”

Veggies First places greens within the highlight
Rijk Zwaan is contributing to stimulating a wholesome life-style in a number of methods, together with with Veggies First. This client platform places greens within the highlight.

“We believe that we can stimulate behavioural change by rethinking how we present, promote and prioritise vegetables,” explains Manager Chain Jan Doldersum. “We do this through awareness campaigns, and also through partnerships. Together, we come up with solutions that give vegetables a starring role, whether in supermarkets, schools or restaurants.”