WORLD FRUIT COUNCIL
STRATEGIC PLANNING
RESEARCH
COPYWRITING
2025
BACKGROUND
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.
THE ASK
Remind people that fruit’s not just healthy. It’s a delight.
Our Audience
Meet the Modern Eve: Resident of the messy middle
Eve drinks a healthy smoothie before work and an espresso martini at night. She tells her friends she’s sworn off men and plans on dying alone, but keeps and entertains a secret roster of men. She keeps a strict Instagram aesthetic for her profile, but enjoys engaging with unserious content like stand up comedy and anti-influencers.
We love snacking
73% of Americans snack at least once a day, and women are 15% more likely to snack than their male counterparts.
We don’t snack for our health
Yet 15% say they choose a snack because it's healthy. Nearly 4 in 10 snacks are chosen for pleasure.
We justify indulgences
41% of millennial women say their typical snack “is an extra treat or indulgence”. 29% of Americans say their snacking is because “it’s a treat.”
