As society continues to evolve, conversations surrounding mental health have gained a greater platform. Recent statistics from the National Institute of Mental Health Disorders state that an estimated 26 percent of Americans ages 18 and older—about one in four adults—suffer from a diagnosable mental disorder in a given year*.
In an industry that produces some of the healthiest food in the world, we would be remiss not to consider consumers’ mental well-being when fueling their bodies. We all know the health benefits of fruits and vegetables, but while many call out heart-health, immunity, gut-health, and more, I’ve noticed a lack of language used to describe the mind-boosting power of produce. How can we improve that?
The first thing to understand is what your fresh offerings can do to power the brain and promote mental wellness. Piedmont outlines how essential vitamins, minerals, and antioxidants can be found in many fresh produce items**.
Folate, for example, makes leafy greens a powerful ingredient to boost brain function by supporting neurotransmitter production. Vitamin C—which we know is abundant in items like citrus and bell peppers—can help to combat stress and reduce cortisol levels. Another essential brain booster, magnesium, promotes relaxation and improved sleep and can be found in produce aisle staples like spinach and bananas.
Piedmont also states that anti-inflammatory foods such as berries and ginger can promote mental health**. The source notes that chronic inflammation has been linked to depression and other mental health disorders, making these ingredients essential in fighting such illnesses.
“In an industry that produces some of the healthiest food in the world, we would be remiss not to consider consumers’ mental well-being when fueling their bodies.”
Chandler James
A helpful tool in communicating these health benefits to consumers is to remind them that the more (natural) colors they eat, the more nutrients their bodies—and brains—will receive. In Jordan Okumura-Wright’s 2023 piece, A Place for Health and Play, she writes how this strategy gives shoppers a sense of whimsy when adding produce to their cart.
To all our supply- and buy-side friends, I challenge you to put mental health benefits front and center in your consumer messaging. Utilize colorful, engaging marketing materials and in-store signage that highlight how spinach can promote a sense of zen, or how citrus can help them maintain a level head amid increasingly busy schedules. Trust me, your shoppers will thank you. 
