Make Buying Fruits and Veggies a No-Brainer

People don’t buy what’s healthiest. They buy what’s easiest—and what feels cool.

A few (12) years ago, baby carrot producers ran a campaign called “Eat ‘Em Like Junk Food.”

Same carrots. New packaging. Bright orange snack bags. Vending machines. Sassy ads with crunch sounds and neon graphics.

The result?

In test markets like Cincinnati and Syracuse, baby carrot sales jumped 10–12%. National retailers like Kroger and Walmart adopted the new packaging. The campaign won three Effie Awards for marketing effectiveness.

They didn’t ask people to be better. They just made the healthy choice look and feel better.

Because here’s the truth: We’re not wired to choose what’s good for us. We choose what’s easy, what’s fun, and what’s right in front of us.

So why is junk food always at eye level, and fresh produce hidden in a maze? That's the forces of the market, there's a lot more profit in junk food.

That's why we design mobile markets with human behavior in mind:

• Layouts that encourage healthy impulse buys

• Bright, appealing vehicle wraps and signage

• Simple pricing

• Accepting EBT, Fresh Card, and OTC benefits—no stigma

• Friendly faces and fresh food front and center

No lectures. No shame. Just smart design that meets people where they are.

People aren’t the problem. The system is. Stop trying to fix behavior and start designing for it.

#FoodAccess #HealthyEating #BehavioralDesign #FoodJustice #HumanCenteredDesign #SocialInnovation