Produce Industry Health Program Extends Application Window The Viva Fresh Clean Eating Challenge has extended its application deadline to September 18, 2026, offering produce industry members 10 additional days to enroll in the wellness program. The Challenge provides education, accountability, access to health and wellness experts, and peer support from industry participants pursuing sustainable lifestyle changes. Unlike short-term diet programs, the Challenge emphasizes long-term habit formation around nutrition and physical activity.
Past Participants Report Lasting Transformations Beth Atkinson, an Elephant House PR representative and five-year Challenge participant, has lost 120 pounds and now serves as a mentor for the program. She described the physical changes as secondary to the broader impact on her daily life. "I can hike long distances, take yoga and group fitness classes, run, play sports and travel without constantly wondering whether my body will be able to keep up," Atkinson said. "When you've spent years modifying your life around your size or physical discomfort, those things feel incredibly freeing." Atkinson added that the program helped her identify patterns around food and stress while discovering forms of movement she genuinely enjoys. "There isn't really a finish line. You just keep learning how to take better care of yourself, one choice at a time," she said. "There is something incredibly powerful about having a tribe of people who understand the process and genuinely have your back." Tommy Wilkins, a two-time participant from Horton Fruit, has lost 50 pounds since starting his journey. He has also improved his health markers, reduced his blood pressure medication, and increased his energy levels. His primary motivation now centers on longevity for his family. "What you do today will yield results 10, 20 and 30 years from now," Wilkins said. "With three young grandchildren, I want to be around, active as long as I can." Wilkins emphasized that incremental changes matter more than perfection. "You do not have to be perfect. You do not have to change everything overnight. Just make a commitment to eat a little cleaner, move a little more and encourage the person beside you to do the same," he said. "I have learned that small changes can make a big difference."
Program Messaging Tied to Industry Values Wilkins sees the Challenge as an opportunity for the produce industry to demonstrate its broader mission. "Let us show people what our produce industry is really about: helping people eat better and live better." The Challenge, created by the Texas International Produce Association (TIPA), combines structured education with community accountability to help participants develop realistic, lasting habits. Applications are being accepted at www.vivacleaneating.com.
Why It Matters
For produce companies and foodservice operators, employee wellness programs and industry-sponsored initiatives like the Clean Eating Challenge represent a tangible way to connect their products to consumer health outcomes while building internal culture around nutrition and sustainability.
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Written by FBM Publications Editors
