About Us

About the Clean Eating Challenge

The Clean Eating Challenge represents the basic idea that a diet rich in fruits and vegetables is widely accepted as a tool to improve health. As fruit and vegetable producers, marketers, and industry advocates, we hold the very tools to improve the lives of millions. What started as a mission driven education idea to follow 4 industry members in 2019 as they embarked on a lifestyle change, inspired hundreds of other industry members to take the challenge to “walk the walk, not just talk the talk.” It is our hope that our industry can do more than champion the consumption of fruits and vegetables but model the very lifestyle behaviors that will be critical to change the health and wellness of a nation.

The Viva Fresh Clean Eating Challenge was originally associated with the 2020 Viva Fresh Expo and resulted in the inspiring conclusion of 4 participants who each experienced significant weight loss and health improvements. The reveal event concluded with a call to action for industry participants for the new Clean Eating Challenge 2.0 recruiting industry members to accept the challenge. New participants were eager to sign up and get ready to eat more fruits and vegetables and make lifelong lifestyle changes.

We’ve recruited participants from throughout the entire produce industry and now you get to follow their journey to a healthier lifestyle! Participants are not expected to lose any set amount of weight or follow any specific diet or exercise routine. Our program asks participants to adopt a healthier lifestyle that includes eating more fruits and vegetables and moving more.

Disclaimer: TIPA acknowledges we are not in the business of diet and weight loss, and we are not qualified to offer health or fitness advice. TIPA is in the business of advocating for the increased consumption of fresh fruits and vegetables. TIPA will provide access to a variety of resource tools and support, but each participant is to be responsible for seeking the necessary medical and expert advice related to their own health and well-being.

What Is Clean Eating?

A lifestyle for better, healthier choices

Whole, real foods — veggies, fruit, whole grains, animal and plant-based protein, nuts, seeds, and oils.

Eating as close to nature as possible — minimally processed foods

It’s about home cooking and good ingredients when possible and healthier choices when dining out.

Other fundamentals of cleaning eating recommend the removal of added sugars and reducing refined carbohydrates (ex. Breads, chips, white pasta and rice) and focusing on more whole grains.

Other fundamentals of cleaning eating recommend the removal of added sugars and reducing refined carbohydrates (ex. Breads, chips, white pasta and rice) and focusing on more whole grains.

Clean eating should minimize or eliminate refined sugar – especially those in high sugar items like snack foods, candy and other sweets and sugary drinks.

Clean eating does not need to mean total elimination.

When talking less preservatives and whole foods, when clean eating you should.

What Clean Eating Is Not?

A diet. That doesn’t mean you won’t lose weight, but it isn’t just about losing weight.

Food shaming. Good food should be accessible. Whether it’s fresh or frozen doesn’t matter. It also doesn’t mean organic, or grass fed or vegan or any other food related expectation. It’s about good healthy food.

Clean food does not mean there is “dirty” food that is bad for you. It means better choices for healthy nutrient dense food.

Restrictions. It is difficult to make lifestyle choices that are 100% restrictive forever. You may make choices off and on during your clean eating journey to retrain your brain, your palate, and your metabolism, but you may also from time to time enjoy a sweet snack, birthday cake or a slice of bread.

It isn’t a perfect science. You still need to read labels and do the math on nutrition density. For example, agave is no better for you than any other version of sugar; coconut oil is still a mostly saturated fat, cold-pressed juice is still a concentrated source of sugar that may not be the best choice for your daily calorie intake.