The future of human health in America has recently received heightened awareness. With the turn of administration in the White House, Americans have been introduced to MAHA — Make America Healthy Again. Despite political affiliation, the data shows that we are, in fact, in a state of ill health as a total population, nationally and globally.
According to a study by the Global Burden of Disease Study 2021 Adult BMI Collaborators, published in The Lancet in 2025, without urgent policy reform and action, more than half the world’s adult population (3.8 billion) and a third of all children and adolescents (746 million) are forecast to be living with overweight bodies or obesity by 2050 — posing an unparalleled threat of premature disease and death at local, national, and global levels.
Data shows a startling increase in the number of adults (aged 25 and older) and children and adolescents (aged five-24 years) who are overweight and obese worldwide, rising from 731 million and 198 million, respectively, in 1990, to 2.11 billion and 493 million in 2021.
The solution is seemingly obvious to those across the produce industry who produce, promote, and enjoy fresh fruits and vegetables every day. We hold the key to health and longevity, and as the Foundation for Fresh Produce says, the blueprint to changing the trajectory of human health.
But there is another human health tool that has grown in popularity, and the challenge at hand is to embrace an environment where these solutions to obesity can complement one another rather than compete. Yet there is a stigma that still surrounds the breakthrough weight management tool, GLP-1.
GLP-1 drugs, or glucagon-like peptide-1 receptor agonists, are a relatively new class of medications that mimic a natural hormone involved in regulating appetite and blood sugar levels. Originally developed to treat type 2 diabetes, these drugs have gained prominence for their effectiveness in weight management. Notably, Ozempic and Wegovy — both produced by Novo Nordisk — have become widely recognized for helping individuals achieve significant weight loss and improved metabolic health. Their popularity has surged recently, with experts describing them as revolutionary in the fight against obesity and related chronic diseases.
Americans have entered a new state of existence. Our current political climate is providing a constant state of change, impacting our wallets, retirement savings and grocery bills. But these shifts are not all policy-driven. They’re also not the only constant changes.
Gen X — the largest generation currently on GLP-1s, according to NielsenIQ data — was raised in a time of food-fun and excitement. New snacks, beverages and flavors were being introduced into a culture where latchkey kids fed themselves each day after school. This generation, who did not know, or care to question the contents of what made a Pringle and why you couldn’t stop at just a few, is now riddled with type 2 diabetes and other inexplicable chronic diseases. Only now are they making the connection between ill-health and the food that has polluted their bodies for decades. And this change is a welcome one.
There’s a new urgency to reverse the obesity crisis as childhood and adult diseases continue to rise.
The use of GLP-1, initially introduced to reverse or treat type 2 diabetes, has become the tool du jour for weight management. A year ago, the drug was stigmatized, and people were not openly talking about the benefits they were experiencing because the side effects of long-term treatment with the drug were not widely published. Other barriers also include perceived high costs of accessing the drug, inconsistent insurance coverage of the treatment, drug shortages, and drug compounding regulations.
Rita Glaze-Rowe, who is president of Transformative Healthcare Market, noted in an article by Real Chemistry — a healthcare market insights firm — published in October of 2024, female patients make up nearly 65% of GLP-1 users nationwide. Women have historically faced greater social pressure to maintain a lower body weight. Also, a recent Pew Research study found that women are more likely to say willpower alone is insufficient for long-term weight loss, making them potentially more open to medical interventions.
GLP-1 drugs, once considered a headwind for the fresh produce industry — as discussed at a number of industry events in 2024, due to their appetite suppressing qualities thought to cause Americans to eat less fruits and vegetables — are now seen as a wellness tool, encouraging many who were not previously eating enough fruits and vegetables to bring more into their diets.
For all of these reasons, more discussion is needed around GLP-1 use, and the opportunities for the produce industry to align and support a growing population using the drug for weight management. It’s not just the drug alone that promotes weight loss; rather, the way GLP-1 drugs act on the brain to reduce appetite can lead to healthier eating patterns that include more nutrient-dense foods like fruits and vegetables.
This is the story that produce marketing needs to be telling. With the portrait of today’s culture and relationship with weight, fresh produce marketers have a tremendous opportunity to embrace the GLP-1 dialogue as a partner in the health journey. Yes, there is a history of marketing claims in the produce space that have challenged our messaging and confused consumers with statements such as ‘fresh’ and ‘plant-based’, when produce clearly owns both.
Rather than viewing GLP-1 drugs as competition, the produce industry can position itself as a natural partner in the health journey of GLP-1 users, highlighting the benefits of fresh fruits and vegetables in long-term health.
We know from consumer research that shoppers don’t want to be told what to eat for their health. Today’s consumer is living in a state of decision fatigue, inundated with choices and information guiding them to make personal decisions on what to feed themselves and their families, on a budget, and with convenience driving the decision-making. Produce marketing can meet consumers on their journeys with information that supports and guides their decisions. Consider the following activations to support consumers on their health journey:
Join The Journey — nutritionists and dietitians are trusted food voices that consumers turn to, and marketers align with them through influencer partnerships and other activations. Consider broadening that aperture to include doctors, weight loss practitioners and wellness professionals who are at the forefront of prescribing GLP-1s. Learn how they’re talking about fruits and vegetables and empower them to share the benefits we know and grow.
Make It Great Again — a mantra of the current administration, but also a health theme for the next four years. Americans do want to be healthy again, as is evident in NielsenIQ data, showing that 75% of consumers are trying to limit their intake of processed food. Unlike other processed foods, fresh produce can make health claims without regulatory pushback, presenting an opportunity to align with wellness-focused messaging like MAHA. Just as Blue Zones created its own badge for approved food items, MAHA will resonate with at least 51% of consumers. But first, understanding the specific health goals and concerns of GLP-1 users will help marketers tailor more effective messages that align with their journey toward better health.
Celebrate The Wins — the decision to go on a GLP-1 medication is not always made lightly. It’s also not a quick fix. It takes discipline to see results, and in some cases, a heavy financial commitment, too. But it’s a tool that seems to be working, bringing health benefits to thousands of Americans who were in decline. Fruits and vegetables are part of the discipline that will become a habit in the long run. So celebrate with those who are on the journey rather than stigmatizing them. They want and need your products to be successful, after all. It’s a win-win worthy of celebration.
The time is ripe to embrace consumer food culture and be part of the health discussion. It was not too long ago that produce marketers were shying away from health claims because consumers overwhelmingly did not want to be told what to eat for better health.
The tide has turned as predictive, preventative, personalized and participatory healthcare is taking center stage. Resources such as the redesigned fruitsandveggies.org will allow produce marketers to point to a trusted resource when touting the key nutritional benefits of fruit and vegetable products in support of consumers’ health journeys. Marketers who embrace the culture of weight management and meet consumers on their journey will win coveted consumer loyalty for life.
