As American Heart Month shines a spotlight on cardiovascular health, the message around prevention is slowly shifting. While nutrition planning is often focused on restrictions such as consuming less salt, less fat and less sugar, a growing number of health educators are encouraging shoppers to think about what they can add to their plates instead.
Fresh produce, they say, is one of the simplest and most effective ways to start.
Hunter Stoler, a certified health coach and wellness educator with more than 1 million followers across TikTok and Instagram, has built his platform around making nutrition science approachable and practical. His advice resonates because it meets shoppers where they are, especially in the produce aisle.
“So many people are focusing on what we need to remove from our diet,” Stoler says. “I like to focus on what we can add to balance it out or make it healthier.”
That mindset shift matters for heart health. Fruits and vegetables contribute fiber, antioxidants and plant compounds such as polyphenols that help reduce inflammation, a known driver of heart disease. Increasing produce intake can also support healthy cholesterol levels, blood pressure and weight management, all key factors in cardiovascular health, Stoler says.
The health coach says that variety is just as important as volume. Different fruits and vegetables deliver different benefits, which is why he encourages shoppers to choose produce they already enjoy while slowly branching out into new options. The visual diversity of a produce department can be a powerful motivator when shoppers understand that “eating the rainbow” isn’t just a slogan but instead a practical strategy for heart health.
Affordability remains one of the biggest perceived barriers, though Stoler counters that fresh produce is often one of the most cost-effective tools for improving diet quality, especially when shoppers lean into promotions and alternatives.
“Shop the sales,” he says, noting that many fruits and vegetables, including organic items, are frequently discounted.
For retailers, these insights translate into small but meaningful opportunities. Clear pricing, attractive displays and consistently high quality help build shopper confidence, Stoler says. Accessibility also matters, from display height to easy-to-navigate layouts that serve older shoppers and those using mobility aids.
Stoler adds that sourcing locally when possible can further strengthen trust and engagement.
When it comes to unfamiliar items, Stoler encourages curiosity over hesitation. Trying one new fruit or vegetable can be the first step toward greater variety, especially when shoppers realize how much more affordable and filling home-cooked meals can be compared to dining out.
His advice for American Heart Month is intentionally simple: Rather than overhauling eating habits overnight, he encourages shoppers to start by adding one or two fruits or vegetables to meals they already enjoy.
“It’s about addition, not reduction,” Stoler says. “Think about what you can add to your plate to make it fuller and more nutrient-dense.”
For produce retailers, that message aligns naturally with the season. Heart health doesn’t require complicated strategies, just consistent access to appealing, affordable fruits and vegetables, and gentle encouragement for shoppers to bring more plants home.
