WORLD FRUIT COUNCIL
Background
The World Fruit Council is on mission to rekindle the world’s appetite for fruit. In a world driven by convenience culture, fruit is falling to the wayside.
THE ASK
Restore fruit’s cultural and emotional relevance.
findings
Online, men see highly curated images of masculinity — “strong men” who eat all carnivore diets — and anti-fruit discussion on X and reddit.
It doesn’t end there. Men see fruit loaded in women’s perfume, lip gloss, and lotion. They see it dipped in chocolate for Valentine’s day. They see their girlfriend’s Tiktok feeds peppered with fruity sleepy girl mocktail recipes, fruit-filled charcuterie board ideas, and fruit-scented perfume reviews.
For men, fruit doesn’t lack appeal. It lacks cultural permission for them to enjoy it.
problem
Men aren’t eating fruit. Not because they don’t like it, but because they don’t identify with it.
insight
Men don’t eat to be healthy. They eat to feel powerful.
And fruit has been stripped of the cultural permission to signal strength.
strategy
Make fruit an empowering symbol of masculinity: Real strength comes from real food.