The Produce for Better Health Foundation is emphasising marketing to emotion with images accompanied by the hashtag #morehappinessmatters. Focusing on happiness rather than health benefits could help marketers sell more fruits and vegetables, according to University of Pennsylvania behavioural scientist Jason Riis. When produce is positioned foremost as nutritious, duty rather than desire is generally the reason for eating — and that does not necessarily bode well for the category.

“Health and health outcomes are great, but they are long-term benefits that can take decades to achieve,” Riis said during a Produce for Better Health Foundation webinar on increasing produce consumption. “Emotion is immediate and as such provides immediate reward. Marketing and communications need immediate appeal.” – The Packer