Mexico Launches Campaign Promoting Local, Healthy Diets

On World Health Day, the Ministry of Agriculture and Rural Development (SADER) and the National Institute of Public Health (INSP) have launched the Consume From the Field, Live Happy social media campaign. The initiative aims to promote a national diet based on fresh, healthy, and locally produced foods, encouraging citizens to incorporate more seasonal, local produce into their diets to improve overall health and well-being.

The campaign emphasizes the benefits of a healthy and sustainable diet, not only for physical health but also for financial well-being. According to INSP studies, a diet based on locally sourced food can cost up to 40% less than one relying on ultra-processed foods that are high in calories and low in nutrients. Furthermore, a diet focused on fresh, local produce can help prevent chronic diseases such as obesity, Type 2 diabetes, hypertension, and high cholesterol.

This year, World Health Day focuses on maternal and neonatal health under the theme Healthy Beginnings, Hopeful Futures. As part of this effort, the campaign underscores the critical importance of nutrition for achieving Healthy Beginnings, Hopeful Futures. According to the INSP, the first 1,000 days of life, from conception to age two, are essential for preventing conditions like obesity, chronic diseases, and malnutrition, which can cause irreversible damage to brain development, impair intelligence, and negatively affect school performance and productivity later in life.

The campaign is based on the 2023 Healthy and Sustainable Dietary Guidelines for the Mexican population, developed by experts under the coordination of INSP. These guidelines are a reliable and practical reference for adopting eating habits that promote health, respect the country’s food culture, and protect the environment. Key recommendations from the guidelines include consuming daily servings of fruits, vegetables, legumes, nuts, and seeds, moderating animal product consumption, avoiding ultra-processed foods and sugary beverages, and choosing fresh, seasonal, and local produce.

Through its digital platforms, AGRICULTURA and INSP will share messages backed by scientific evidence that show how small dietary changes can have significant impacts on individual health. Julio Berdegué, Minister of Agriculture, highlighted that the primary goals of SADER are to guarantee the constitutional right to sufficient, nutritious, and quality food for all citizens while promoting well-being, particularly for those in rural and coastal areas. “This is more than just a campaign; it is a call to return to our roots, appreciate what our land produces, and make daily choices that nourish, heal, and build a better future for all,” he said.