Eating a diet rich in fruits and vegetables can help lower calorie intake, reduce risks for heart disease, obesity and Type 2 diabetes, and protect against certain cancers.
With all these benefits, why do some consumers choose to avoid produce? Approximately three-quarters of people in the US don't eat enough fruits and vegetables.
Keith Ayoob notes that a lot of factors could explain the shortfall, including fear. Media stories about topics such as GMOs and pesticides may convince some consumers that it's not safe to eat certain fruits and vegetables. There's no question that negative news about produce can affect consumer choices. One survey found that among low-income shoppers, those who heard messages about pesticide residue on produce were less likely to purchase any type of fruits and vegetables. 1
