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    PG Web Extra: Bolthouse Farms Promotes Healthy 'Food Porn'

    Initiative aims to get more social media mentions of fruit, veggies

    By Jennifer Strailey

    Bolthouse Farms has launched the "Fruit & Veggie Takeover," a movement that aims to make the internet healthier by encouraging Americans to post fresh fruit- and vegetable-focused images online.

    Sharing food images, or "food porn," on social media has become a cultural phenomenon dominated by unhealthy images, notes Los Angeles-based Bolthouse, a supplier of refrigerated beverages, dressings, and bagged carrots for snacking and cooking. On average, there are more than 1.7 million food hashtags posted per day, and only 37 percent feature fruits and veggies.

    As a supporter of the new FNV brand rolled out at the Partnership for a Healthier America's (PHA) recent Building a Healthier Future Summit, Bolthouse Farms is asking America to celebrate fruits and vegetables online by setting a record of 1 million healthy food posts per day for one week, starting March 2. The campaign is part of Bolthouse’s mission to change the imbalance of food porn online, and to inspire healthier eating habits offline.

    According to a Harris Interactive survey, more than half of Americans who use social media agree that seeing photos of fruits and vegetables motivates them to eat healthier.

    "Food porn posts are among the most popular in social media, because people love to share photos of food that reflects their lifestyle," said Bolthouse Chief Marketing Officer Suzanne Ginestro. "We believe by sharing more images of fruits and veggies online, we can inspire better food choices offline."

    To make every post count, participants are asked to use the hashtag #urwhatupost, as well as specific fruit and veggie hashtags, such as #carrot, #veggies, #berries. A full list of hashtags and more information about Bolthouse Farms mission to inspire better nutrition are available online.

    By Jennifer Strailey
    • About Jennifer Strailey Progressive Grocer's contributing editor covering the produce industry, Jennifer Strailey has been writing about food and beverages for business-to-business publications for more than 15 years. She has been writing for PG since 2010.

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