From The Spring 2004 Issue of Natural Grocery Buyer

Americans Not Eating Their Veggies

Overcome the myths of cost and preparation hassle

Laurie Budgar

It would seem by now that most people would have gotten the message to eat more fresh fruits and vegetables to improve their overall health and, specifically, to help reduce the risk of cancer, heart disease, diabetes and macular degeneration. After all, you just need five a day for good health, right? Or is it nine a day? And just what is a “serving” of celery, anyway? Does celery even count as a health-promoting veggie?

With all the confusion, it’s not surprising that most Americans don’t eat enough produce—only about four servings a day, if you include french fries and potato chips. The “Fresh Trends” survey by food industry magazine The Packer found that, on average, Americans purchase fresh produce 81 days a year and serve it in meals 161 days a year.

The reasons Americans shun produce are as numerous as the varieties of fruits and vegetables available. One factor frequently cited is cost. “Lower-income families are going to try and spend [their food budget] as prudently as possible,” says Bryan Hall, research associate at the Center on Hunger and Poverty at Brandeis University in Waltham, Mass. “They oftentimes sacrifice fresh fruits and vegetables, lean meat and nonrefined carbs” in favor of high-fat, high-sugar and highly processed foods. “Fresh Trends” bears this out. It reported that those who made less than $20,000 a year purchased produce just 69 times a year.

Kathy Means, a spokeswoman for the Produce Marketing Association, says it’s a misperception among lower-income consumers that produce is more expensive than other foods. “In fact, produce can extend your food dollar,” she says. Think salads, soups, stir-fries and casseroles that feature vegetables but include meat and dairy sparingly.

Retailers also can steer consumers toward produce that’s in season, offer bruised or ripe fruit in a discount bin, or distribute coupons to generate trial. And, canned and frozen vegetables can be low-cost options, says Susie Nanney, dietitian and acting director of the Obesity Prevention Center at St. Louis University in Missouri.

“There’s also a misperception that produce is inconvenient,” says Means. “Certainly some things do take more time, but there are so many options in the produce department that are convenient; there are snacks on the go.” In addition to the usual repertoire of baby carrots and raisins, Means cites pre-cut mushrooms and other veggies that can be microwaved or stir-fried in minutes.

Nanney believes produce needs better PR. One need only look at the way diets, such as Atkins, are marketed, for an idea of what is possible, she says. “The creative juices are out there. We just need to show them how lucrative [marketing produce] can be.”

If retailers and marketers can convince young mothers that fresh and organic produce is not out of their reach, they may have a whole new generation of fruit and vegetable fans. Researchers in England confirmed recently that children’s fruit and vegetable intake is directly correlated with the amount of produce their parents eat.

Hall thinks retailers can increase produce purchases by educating customers about federal programs that can increase their spending power. Only about 60 percent of those eligible for food stamps and the Women, Infants and Children program participate, he says.

Once consumers are in the produce department, retailers should take advantage of their curiosity. The PMA found that flavor is the No. 1 factor that influences a consumer’s decision about which produce to purchase. Play up the flavor profile of fresh, organic fruit and vegetables. Sample produce that consumers may be unfamiliar with. “I know it’s expensive, but it’s always a way to reach consumers—and to tie departments together,” Means says.

As with any behavior, consumers need a reason to change their food-buying habits for the long term. Retailers who educate consumers about the convenience and value of produce are more likely to win them over. The PMA also has a consumer-oriented Web site, aboutproduce.com, which offers nutrition information, recipes, storage information and more. Retailers can link to it from their own Web sites, or even print the logo on bookmarks with recipes. “As education goes up, food choices just start to get better,” Hall says.