Healthy diets are essential for promoting well-being and preventing nutrient deficiencies and diet-related diseases. Fruits and vegetables play a critical role by providing essential vitamins, minerals, dietary fiber, and bioactive compounds, while generally having a lower environmental footprint than many other foods.

Despite their importance, global fruit and vegetable consumption remains well below the World Health Organization (WHO) recommendation of at least 400 grams per day, particularly in low- and middle-income countries, where key drivers of inadequate intake are not well understood. Addressing these gaps is vital for achieving food system transformations that support healthier diets. While many initiatives focus on supply-side solutions, greater attention to demand-side drivers is needed.

This webinar will explore evidence and consumer-centered strategies to increase the demand for fruit and vegetables by addressing context-specific barriers.

Moderator Opening Remarks

• Deanna Olney, Director, Nutrition, Diets, and Health (NDH), IFPRI

What is demand and how is demand created?

• Eva Monterrosa, Programme Lead, Consumer Demand Generation, GAIN

Global evidence gaps and intervention effectiveness for fruit and vegetable intake: Insights from a recent global scoping review 

• Nadia Koyratty, Research Fellow, IFPRI

Intervention design: an example and early learnings from Tanzania

• Kenda Cunningham, Senior Research Fellow, IFPRI

Building demand through a brand: Lessons from Vegetable for All project in Kenya

• Laura Wekesa, Marketing Advisor, GAIN

Insights from the Tanzania Food and Nutrition Center

• Esther Nkuba, Principal Nutrition Research Officer and Director of the Nutrition Education and Training Department, Tanzania Food and Nutrition Center (TFNC)