Advocacy

Consumers Care About Healthy Eating, Yet They Are Not Eating Enough Fresh Produce

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Produce is the most nutritious food on the planet, and everyone should be eating it. Sadly, consumers in the United States are not eating nearly enough produce.

USDA dietary guidelines consumer sentiment

Every person should be eating 400 grams of fruits and vegetables per day, according to the World Health Organization (WHO). However, recent IFPA research shows only 5% of consumers are meeting this recommendation.

WHO fruit and vegetable recommendation consumer sentiment graphic

Yet 91% of consumers indicated they care about eating healthy foods.

fresh produce consumer sentiment graphic

The cost of fresh produce was cited as the main barrier to consumption. Secondary barriers are access and the perishability of fruits and vegetables.

fresh produce cost consumer sentiment graphic

This is problematic because, according to WHO, 1.7 million deaths worldwide each year are attributable to low fruit and vegetable consumption. In 2016, over 13% of the world's population was obese. In the U.S., 42% of the population struggles with obesity, according to the CDC.

IFPA and The Foundation for Fresh Produce believe in removing ALL barriers to produce consumption because we know consumption of produce is the path to building a vibrant future for all.

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