D
o they actually eat or drink that?
It’s the question that crosses my mind whenever I see a big-name sports star endorsing a fast-food brand, soda company, or candy name. While not impossible (see DK Metcalf’s daily diet), I don’t imagine team dietitians adding these products to athletes’ meal plans outside of the occasional cheat day.
This has led me to my next question: Why don’t we see more produce brands stepping into this space?
When we think of professional teams, we think of top-tier athletes who need healthy options to fuel their bodies, and what is better than fresh fruits and vegetables? Forming partnerships and endorsing athletes and teams could be an opportunity for industry suppliers and retailers to boost sales and inspire increased produce consumption among fans—especially children who look up to the athletes they love.
On top of that, I foresee merchandising opportunities galore! As a sports fan, I will buy just about anything with my team’s logo, and I’m confident the same goes for other loyal fanbases. So, why wouldn’t the same go for fresh produce items?
These collaborations are a great way to get creative with packaging, PLU stickers, and more. I imagine mini collectible helmets and jerseys to get kids excited about eating fruits and veggies (who doesn’t want to eat an apple wearing a football helmet?), boxes that are decorated like stadiums, and PLU stickers with team logos. Ideas like these would also serve as another way to capitalize on major sporting events like the Super Bowl.
Several companies have made a foray into this space, earning nationwide recognition. Among them are Crunch Time Apple Growers and its SnapDragon® apple, which became the official apple of the Buffalo Bills; Shuman Farms, which has sponsored several Georgia college football teams; and Avocados From Mexico, sponsoring its first-ever Cure Bowl college football game. Megastar J.J. Watt even took to X (formerly Twitter) to back T&G Global’s Envy™ Apple, exposing the brand to over 5 million people with a single message.
This year, the National Football League has experienced its best viewership since 2015, including more women and young adults. Likewise, the National Basketball League 2023 Playoffs were the most watched in five years. Not to mention the rise of professional soccer in the United States. Now is the time to strike while the iron is hot!
Let’s secure a win for fresh produce by entering an arena where our industry fits perfectly. 
