Healthy People

What Healthy People does

Healthy People is a U.S. federal public health initiative managed by the Office of Disease Prevention and Health Promotion (ODPHP) within the Office of the Assistant Secretary for Health (OASH) at the U.S. Department of Health and Human Services (HHS). First launched in 1980 and refreshed every decade, the program currently operates as Healthy People 2030 and establishes data-driven, 10-year national health objectives spanning nutrition, physical activity, chronic disease prevention, and health equity. It serves three primary constituencies: the general U.S. population (through consumer-facing campaigns like Move Your Way® and tools such as MyHealthfinder), health professionals (through Food Is Medicine training and clinical resources), and state, local, and community organizations (through implementation toolkits and partnerships).

The initiative's product portfolio includes the Healthy People 2030 objectives system, the Food Is Medicine Initiative (with its Analytic Framework for evaluating interventions), the joint USDA-HHS Dietary Guidelines for Americans (updated every five years, with the 2025–2030 edition emphasizing whole, nutrient-dense foods), the Teaching Kitchen Collaborative (co-founded with Harvard T.H. Chan School of Public Health and the Culinary Institute of America), MyHealthfinder, and a searchable Federal Resource Hub. Underlying these products is a measurement-and-analytics architecture rather than a commercial technology stack: the Food Is Medicine Analytic Framework defines priority indicators and measures; objective tracking operates through standardized federal data systems; and content distribution runs across health.gov, HealthyPeople.gov, MoveYourWay.gov, and OASH social channels. There is no API, SDK, or software product for external license.

Healthy People does not operate a commercial business model. The initiative is funded through congressional appropriations to HHS and provides all guidelines, objectives, and educational materials to the public at no cost. It generates no revenue from licensing, subscriptions, or contracts; its "customers" are government agencies, healthcare providers, and community organizations that adopt and implement its frameworks. Strategic direction is set federally, with delivery executed through 10 OASH regional offices, complementary federal nutrition programs (WIC, SNAP, SNAP-Ed) operating across 1,900 local agencies and 10,000 clinic sites, and partnerships with USDA, DOT, the VA, the Rockefeller Foundation, academic institutions, and lifestyle medicine organizations.

Name

Healthy People

Legal name

Office of the Assistant Secretary for Health (OASH)

Website

https://health.gov

Company type

Public

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

Healthy People is a U.S. federal public health initiative under HHS that sets 10-year national health objectives across nutrition, physical activity, and chronic disease prevention, serving the general public, health professionals, and state and local government implementers.

Ownership category

akta.pro rank

Product category

Public Health Initiative

NAICS

Administration of Public Health Programs (92312), Individual and Family Services (6241)

SIC

Services-Social Services (8300)

akta.pro primary industry

Health Promotion, Prevention & Community Health Programs (BPAIAJAC)

akta.pro secondary industries

Public Health Strategy, Policy & Legislation (HLAJAMAA), Healthy Aging & Longevity Lifestyle Coaching (HSADAGAK), Health Promotion & Public Health Education (Community Workshops) (EDAAAFAG)

Keywords

• Public health initiatives
• National health objectives
• Nutrition guidelines
• Disease prevention programs
• Population health management

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Federal Government Appropriations: Healthy People is funded through congressional appropriations to the U.S. Department of Health and Human Services. The initiative operates as part of ODPHP under OASH with no direct revenue generation.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Healthy People is a U.S. federal public health initiative that sets and tracks data-driven, decade-long national health objectives to improve the health and well-being of all Americans. It delivers evidence-based Dietary Guidelines for Americans, Physical Activity Guidelines, Food Is Medicine frameworks, and a comprehensive library of educational resources and measurement standards distributed through health.gov and partner organizations across all 50 states and territories.

Product overview

Healthy People is a U.S. government health initiative led by the Office of Disease Prevention and Health Promotion (ODPHP) within the Office of the Assistant Secretary for Health (OASH), U.S. Department of Health and Human Services. The initiative comprises a portfolio of interconnected programs and resources designed to improve national health outcomes. The core offerings include: Healthy People 2030 (the main initiative setting national health objectives), Move Your Way® (physical activity campaign), the Food Is Medicine Initiative (nutrition intervention framework), and the Dietary Guidelines for Americans (joint USDA-HHS nutrition guidance). Supporting resources include MyHealthfinder (personalized health recommendations), the Federal Resource Hub (federal program database), and the Food Is Medicine Analytic Framework (measurement standards). These products work together to provide data-driven objectives, educational resources, program guidance, and implementation frameworks across nutrition, physical activity, and preventive health domains.

Differentiator

Problem solved

Functional benefit

Brands

• Move Your Way: A promotional campaign for the Physical Activity Guidelines for Americans, helping people live healthier lives through increased physical activity.
• Food Is Medicine

Products and services

• Healthy People 2030 A national initiative that sets data-driven decade-long objectives to improve health and well-being of all Americans, providing objectives, tools for action, and evidence-based resources across priority health areas including nutrition, physical activity, and disease prevention.
• Dietary Guidelines for Americans A joint USDA-HHS publication providing advice on what to eat and drink to meet nutrient needs, promote health, and prevent disease. Serves as the federal standard for nutrition advice.
• Move Your Way A promotional campaign for the Physical Activity Guidelines for Americans that helps people live healthier lives through increased physical activity, with materials for individuals, communities, and partners.
• Food Is Medicine Initiative A federal initiative encompassing approaches that promote optimal health and healing by providing nutritious food through collaboration at the nexus of health care and community, including a federal resource hub, research frameworks, training tools, and promising practices.
• MyHealthfinder An interactive health information tool that provides personalized recommendations based on age and sex to help individuals understand what preventive services and screenings they may need.
• Teaching Kitchen Collaborative A collaborative bringing together 67 Organization Members and 260+ Professional Members to advance Food Is Medicine efforts through knowledge exchange, research, and best practices for hands-on nutrition education programs.

Quantifiable outcome

• Sets national health objectives with measurable targets for nutrition, physical activity, and chronic disease prevention across all U.S. states and territories
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Rockefeller FoundationflagshipStrategic or Co-development Partner · 1 January 2025VA entered into partnership with Rockefeller Foundation in 2025 to promote healthy eating habits and improve health outcomes for Veterans through Food Is Medicine initiatives. Results inform future FIM initiatives.
• Harvard T.H. Chan School of Public Health Department of NutritioncoreStrategic or Co-development Partner · 1 January 2016Co-founded Teaching Kitchen Collaborative in 2016 to advance Food Is Medicine efforts by bringing teaching kitchens together. Created shared platform for best practices and collaboration.
• The Culinary Institute of AmericacoreStrategic or Co-development Partner · 1 January 2016Co-founded Teaching Kitchen Collaborative in 2016 alongside Harvard to promote hands-on nutrition education through teaching kitchens. Supported development of toolkit for setting up teaching kitchen programs.
• U.S. Department of Agriculture (USDA)coreStrategic or Co-development PartnerJoint partnership between HHS and USDA for the Dietary Guidelines for Americans, updated every 5 years. Also collaborates on Food Is Medicine initiatives, SNAP-Ed, WIC, and other federal nutrition programs.
• U.S. Department of Transportation (DOT)coreStrategic or Co-development PartnerDOT Federal Transit Administration provides resources supporting transportation access to Food Is Medicine programs, including CCAM Program Inventory, National Center for Mobility Management, and various transit assistance programs for rural and underserved communities.
• Veterans Affairs (VA) National Center for Healthcare Advancement and Partnerships (HAP)coreStrategic or Co-development PartnerHAP facilitates community partnerships that further VA's mission on social determinants of health, including nutrition and Food Is Medicine programs like Healthy Teaching Kitchen.
• American College of Lifestyle MedicineminorGTM or Marketing PartnerProvides Food as Medicine educational resources through the Food Is Medicine initiative, offering accredited courses for health professionals on nutrition interventions.
• Gaples Institute Nutrition and Lifestyle EducationminorGTM or Marketing PartnerProvides Nutrition Science for Health and Longevity course for clinicians as part of Food Is Medicine training and education tools.
• Andrew Weil Center for Integrative MedicineminorGTM or Marketing PartnerProvides Anti-Inflammatory Diet training resources as part of the Food Is Medicine education curriculum for health professionals.
• USDA Food and Nutrition ServicescoreStrategic or Co-development PartnerAdministers SNAP, WIC, TEFAP, Summer Food Service Programs, and Farmers Market Nutrition Programs that complement Food Is Medicine interventions and provide federal nutrition assistance.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• World Health Organization (WHO): International counterpart setting evidence-based health objectives and guidelines (e.g., Global Action Plan for NCDs). WHO provides the global framework within which Healthy People aligns U.S. objectives, making it a peer in scope and methodology if not geography.
• Centers for Disease Control and Prevention (CDC): Another major HHS public health agency setting national disease prevention and health promotion priorities. CDC's broader mandate (infectious disease, chronic disease, emergency response) overlaps with Healthy People on chronic disease prevention objectives and population health surveillance.
• National Institutes of Health (NIH): Federal agency providing the underlying scientific evidence base Healthy People relies on for its dietary and physical activity guidelines. Operates at national scale with comparable public funding model and HHS oversight.

Emerging players

• Trust for America's Health: Nonprofit policy organization that publishes annual state-by-state public health preparedness and chronic disease prevention reports. Comparable to Healthy People in driving evidence-based national health priorities from outside government.
• Robert Wood Johnson Foundation: Major U.S. philanthropic funder of population health, health equity, and social determinants of health initiatives. Operates in the same policy and community health space as Healthy People, often funding complementary programs that fill gaps federal appropriations cannot address.
• Kaiser Permanente Center for Health Research: Integrated healthcare system conducting population health research and implementing lifestyle medicine programs at scale. Directly comparable in deploying evidence-based nutrition and physical activity interventions across a large member base, complementing Healthy People's objective-setting role.
• American College of Lifestyle Medicine (ACLM): Professional society providing accredited Food as Medicine education to clinicians, explicitly cited as a Healthy People partner. Operates an adjacent practitioner-focused channel that translates Healthy People's national objectives into clinical practice.

Direct peers

• U.S. Department of Agriculture Food and Nutrition Service (USDA FNS): Co-administrator of federal nutrition programs (SNAP, WIC) that operationalize Healthy People's nutrition objectives. Directly comparable as the operational counterpart that delivers food access at scale across 1,900+ local agencies, and co-author of the Dietary Guidelines for Americans.
• National Association of County and City Health Officials (NACCHO): Membership organization representing nearly 3,000 local health departments that operationalize Healthy People objectives at the community level. Direct operational peer for translating national objectives into local programs.
• Association of State and Territorial Health Officials (ASTHO): National nonprofit representing state and territorial public health agencies that implement Healthy People 2030 objectives. Direct peer in coordinating federal-to-state health policy translation across all 50 states and territories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gohealthypeople
• YouTubeyoutube.com/user/USGOVHHS
• Facebookfacebook.com/HHS
• LinkedInlinkedin.com/company/become-healthy
• Instagraminstagram.com/hhsgov

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Healthy People