A Healthy Lifestyle Is Impossible Without Fruits And Vegetables

29 January 2026, Netherlands: As a global fruit and vegetable breeding company, Rijk Zwaan supports the #FightforFresh initiative launched by the International Fresh Produce Association (IFPA) – not only with innovative varieties, but also with research and communication related to health and nutrition. In fact, health & nutrition is one of the company’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 commission, the global food system is in urgent need of change. People should double their consumption of healthy foods such as fruits, vegetables, legumes and nuts, while moderating the amount of less healthy foods they eat.
Cathy Burns, CEO of the International Fresh Produce Association (IFPA), is a strong advocate of this message. In June 2025, she called on the fresh produce sector to join the #FightforFresh.

Research into benefits

This initiative is a good fit with Rijk Zwaan’s mission of encouraging people worldwide to eat more fruits and vegetables as the basis of a healthy lifestyle. The company has researched over the last years and gained great expertise and knowledge on the benefits of fresh produce and see great opportunities in communicating those benefits to partners and consumers. To boost these activities, Rijk Zwaan has hired nutritionist Ana Molina Jiménez.
As an expert on food and nutrition, Ana knows just how important fruits and vegetables 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.

Sharing knowledge with partners

“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 partners can then incorporate the correct and legally compliant information about the varieties’ and brands’ nutritional and health-promoting characteristics into their own sales and marketing activities. “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,” adds Ana.

Reaching consumers

Collaboration is essential in order to reach consumers worldwide and drive a real change in eating habits. Fortunately, a growing number of companies in the fresh value chain are committing to this mission. For example, Greenyard, market leader in fresh, frozen and prepared fruits and vegetables, has introduced the Pure.Plant.Power concept. Meanwhile, more and more supermarket chains are developing a strategy for the ‘Planetary Health Diet’ concept.t.

Key role 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 puts vegetables in the spotlight

Rijk Zwaan is contributing to stimulating a healthy lifestyle in multiple ways, including with Veggies First. This consumer platform puts vegetables in the spotlight. “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.”

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