Friedas’ Shining a Spotlight on Immunity-Boosting Produce 

Oct. 1 marks the 43rd annual World Vegetarian Day. World Vegetarian Day was started in 1977 and serves to kick off Vegetarian Awareness Month, a month-long celebration of plant-based foods.

More and more people are embracing a plant-based lifestyle, and the emergence Covid-19 has only accelerated that movement. Healthy, plant-based eating is fast emerging as a way for shoppers to feel in control of their health, while also giving their bodies the best chance of fighting off disease. According to IRI, fresh produce sales are up more than 10 percent compared to last year, versus flat growth at the start of the pandemic.

“The pandemic has resulted in what we like to call a ‘health trigger moment,’ which is the point where consumers start to rethink their approach to diet and lifestyle. Right now, consumers are making shifts in how they eat fueled by the quest for immunity, which is why World Vegetarian Month is the perfect opportunity to plug into the immunity-boosting benefits produce shoppers are looking for,” said Cindy Sherman, Director of Marketing and Insights at Frieda’s.

How can your produce department capitalize on this movement and capture the shoppers’ attention? We suggest focusing on plant-based, immunity-boosting items, including the vitamin-C rich Stokes Purple® Sweet Potatoes (with almost four times the vitamin C of an orange sweet potato); turmeric, known for its immunity-boosting, inflammation-fighting properties; and ginger with its antioxidant, antimicrobial and anti-inflammatory properties.