The World Fruit Council (WFC) is a global consortium of growers, producers, and retailers united by one mission: to reignite the world’s love for fruit.
Fruit is a natural powerhouse, rich in nutrients, vibrant in color, and full of flavor, yet consumption has declined as ultra-processed snacks dominate modern diets. Convenience culture, misleading sugar myths, and aggressive marketing have pushed fruit to the sidelines, reducing it to a garnish instead of a daily pleasure.
WFC’s challenge is to restore fruit’s cultural relevance—reminding the world that fruit isn’t just healthy, it’s joyful, indulgent, and meant to be enjoyed every day.