Dive Brief:
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A U.S. Agriculture Department study said Americans are eating fewer fruits and vegetables than they should — while eating the same amount of animal- and plant-based foods as five years earlier. The report contradicts the belief that consumers are eating more healthy foods.
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The study noted that daily calorie consumption dropped from 2,540 to 2,481 between 2000 and 2015. The decline was the result of slight decreases in consumption of red meat and added sugars – both positive trends.
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But despite consumer demands for cleaner labels and healthier food choices, the study indicated that consumers “may not be putting their mouth where their money is,” Project Nosh said, discussing the USDA report.
Dive Insight:
USDA Senior Economist Biing-Hwan Lin said Americans may be eating fewer fruits and vegetables than they should because they “are running out of time all the time.” This problem has been in place for decades, and does not explain why consumers are failing to consume more fresh produce despite asking for it.
Kroger, Wal-Mart and other retailers have expanded their offerings of fruits and vegetables in recent years to address what is believed to be a growing demand for fresh produce and the desire to buy local. Still, many consumers have expressed disappointment with the fresh offerings at their retailers.
Perhaps it's time produce trade groups launch a united campaign to encourage consumers to eat more fruits and vegetables. Food growers and recipe distributors would hardly be setting a precedent for an across-an-industry marketing program – possibly even involving state-level marketing programs, the National Association of Broadcasters, the Television Bureau of Advertising, and food-in-school advocates such as Bettina Elias Siegel. The National Dairy Council, among other groups, have been running such campaigns for decades.
Strong advocates for more produce consumption are the makers and distributors of meal kits, which rely heavily on fresh fruits and vegetables. It shouldn't be too difficult to get members of that sector to include a flyer with each kit along with a photo encouraging more produce consumption.