September’s National Family Meals Month is a call to cook at home, of course, but it’s also an opportunity to celebrate the shared traditions, stories and connections that happen when families gather around the table.
To help consumers spend more time with family and provide healthy meal solutions with produce as a key focus, industry groups, growers, retailers and community leaders are taking the opportunity to feature fresh produce as a way to inspire families to eat together more often.
A Push for Family Meals
FMI, the Food Industry Association, says its Family Meals Movement helps drive awareness around the benefits of shared meals, noting on its website that more than 35 years of research and thousands of studies document that family meals (no matter how you define “family”) are advantageous for both physical and mental health.
Some key points and suggestions the association shares about family mealtimes include:
- More family meals mean more fruits and vegetables consumed.
- Sometimes it’s the duration of the meal and not just the menu that impacts fruit and vegetable intake. Simply adding 10 minutes to the family meal experience positively impacted children’s diet and eating behavior.
- Turn salad kits into a family meal by adding a protein, an additional fruit or veggie plus a crispy garnish like a nut or seed.
- Gather the family around your dinner table and see what develops. Research shows there will likely be more fruits and vegetables consumed and spirits lifted.
As Emily Holdorf, influencer and community manager for The Foundation for Fresh Produce, says, “Fruits and vegetables are a connector when it comes to bringing people and families together across tables and generations. They are often the foundation of beloved family recipes. Whether it’s the tomatoes in grandma’s pot of simmering sauce or seasonal fruits that make their way into holiday desserts — these foods do more than nourish our bodies; they connect us to our roots, evoke memories and help pass down traditions. Research shows that shared meals help people develop stronger connections and have better diet quality. More family meals mean more fruits and vegetables consumed.”
The monthlong campaign offers a timely reminder that produce — versatile, nutritious and available in countless forms — makes it easier for families to share meals together.
Retailers Lean In
Retailers can play a central role in helping families turn this awareness into action.
Tops Markets, for example, is using September to highlight simple, healthy meal solutions that focus on fresh produce.
To inspire families to eat at home together more often, Tops Markets is celebrating National Family Meals Month by encouraging customers to share one more meal together each per week at home and by highlighting simple, healthy meal solutions in nearly every aisle, every day, according to a news release.
The grocer says numerous studies underscore the long-term health, academic and societal benefits of consistently eating together as a family, yet, according to a 2013 Harris poll, only 30% of American families share dinner every night. In addition, recent research proves that people who frequently cook at home eat fewer, but healthier calories.
“September is the perfect month to spotlight the long-term benefits of family meals and start a conversation that encourages and inspires people to return to the kitchen,” says Kathy Sautter, director of corporate communications and public relations for Tops. “Juggling the demands of modern life — school, sports, jobs and long commutes — can sabotage the best laid plans for home-cooked meals. We want to help our shoppers make wholesome meals together, at home, a modern family tradition.”
“Interest in creating more opportunities for families to eat meals together is at a critical point in our society,” says Leslie Sarasin, president and CEO of FMI, creator of National Family Meals Month. “The will to return to the table exists, but families need a friendly, familiar voice to encourage, guide and help them. That voice comes from their neighborhood grocer.”
Recognizing mealtime struggles are real and shared by families of all shapes and sizes, Tops and food manufacturers are offering more solutions than ever before, giving shoppers the tools they need to make one more family meal at home per week, the release says.
Through ‘Raise Your Mitt to Commit to One More Meal at Home per Week,’ Tops is encouraging the community to join the National Family Meals Month movement by pledging to one more meal at home per week.
Retailers, like Tops, who recognize this demand are not only connecting with shoppers but also building loyalty by reflecting the cultural significance of produce in everyday meals.
Cultural Connections Through Produce
A push for cultural relevance is especially important. Data from Numerator’s “The State of Hispanic Spending” report shows that Hispanic consumers seek out fresh, authentic ingredients that allow them to recreate traditional meals at home.
The report shows that for many consumer brands, Hispanic households have long driven spending growth, fueled by rising incomes and population expansion.
“Since 2025, they’ve accounted for 15% of consumer spending — up from 13.6% in 2020 — the highest among non-White ethnic groups. But recently, that momentum has slowed, with Asian and White households now contributing more to overall spending growth,” the report says.
To reconnect with this essential segment, Numerator says brands must understand how Hispanic consumers are adjusting both their budgets and mindsets.
Suppliers, too, see the cultural role that produce plays in mealtime rituals. Sun World International highlights how grapes, for instance, are part of global traditions ranging from the “12 grapes at midnight” celebration in Spain to everyday Mediterranean and Middle Eastern dishes.
Elena Hernandez, director of global marketing for Sun World, says few fruits carry the kind of universal resonance that grapes do.
“What makes grapes so unique is that they are the ultimate food trifecta: symbolic, convenient and delicious,” Hernandez says. “They hold deep meaning in moments of celebration, yet they’re also one of the most accessible, shareable fruits on the planet. At Sun World, we see that duality as central to their appeal. Grapes are evolving from a tradition passed down for generations into one of today’s most popular snack foods.
“They’re bite-sized, portable, and naturally sweet — making them just as relevant for modern lifestyles as they are for heritage and cultural meals. Thanks to this, we know that grapes are one of the few fruits that seamlessly bridge tradition and today’s snacking culture,” Hernandez says.
She adds that Sun World is emboldened by the stories it hears from consumers, growers and the industry that confirm how grapes aren’t just a fruit on the table; they’re a bridge between cultures, generations and geographies.
“Our work in breeding and branding is about honoring that universality by ensuring every grape — no matter where it’s grown — delivers the kind of quality and consistency that earns a place in both daily meals and cultural traditions,” Hernandez says.
National Family Meals Month gives retailers the chance to go beyond promoting what’s for dinner and showcase how fresh produce brings people together, she says.
“Grapes are a natural fit: They’re shareable, kid-friendly, and versatile — equally at home as a centerpiece on the table, tossed into cultural dishes or simply served as a snack” Hernandez says. “By highlighting grapes during this campaign, retailers can tap into both the emotional side of family connection and the practical side of offering shoppers a healthy, easy option. When grapes are merchandised not just as fruit but as part of the story of family meals, they become a driver of loyalty and inspiration rather than just another item in the basket.”
For many families, fresh fruits and vegetables are more than just ingredients; they’re a bridge to heritage. Erika Allen, co-founder of Urban Growers Collective in Chicago, acknowledges that for some consumers there can be challenges in bringing culturally meaningful meals to the table.
“We recognize that food access and the rising cost of produce make it difficult for some of our neighbors to afford the cost of preparing meals.
“Urban Growers Collective’s Market Pathways makes our nutrient-dense and diverse produce available to community members by nimbly meeting emergent food needs,” Allen says. “Our market pathways make produce financially accessible for consumers while also ensuring a fair return to farmers and emerging growers. Urban Growers does this by accepting cash, credit/debit, as well as SNAP/Link benefits and providing a Link Double Value Match.“
Urban Growers Collective also notes the following initiatives:
- Seasonal farm stands provide communities near its farm sites an opportunity to purchase and engage with staff.
- Fresh Moves Mobile Market — The mobile farmers market is stocked with Urban Growers Collective farm produce, partners’ produce and value-added goods and supplemented with wholesale produce. Fresh Moves Mobile Market stops at partner site locations throughout the week and for community health interventions to improve overall community health through food access, recipes and nutrition, and awareness of food systems.
- UGC’s collective supported agriculture shares provide an opportunity for community members to purchase a weekly share of its produce throughout the growing season. Shareholders receive a selection of UGC’s harvest and partners’ produce for either at-home delivery or pick up at farm and partner locations.
- UGC sells its produce wholesale to value-aligned restaurant partners and to the Greater Chicago Food Depository emergency food network.
