Increase consumption through motivation not education

PLANO, TX – Everyone knows eating fruits and vegetables is good for them and part of a healthy lifestyle.

Research from the International Fresh Produce Association BB #:378962 shows that a majority of U.S. consumers say eating fruits and vegetables are important to their lifestyle, and 95 percent of parents say they are important for their kids.

But Lauren Scott, president of the Foundation for Fresh Produce BB #:157162, said at the group’s Consumer Connection conference April 29 that research shows only 7 percent of consumers know they need to eat 5 cups of produce each day.

Sounds like we need more education.

I disagree.

People need better motivation to eat and serve more fruits and vegetables.

Want to feel better? Want to look better? Eat more produce.

It’s time to use real motivation tools like peer pressure and guilt if we have to.

Those of us in the produce industry need to model this and make half a plate full of fruits and vegetables mandatory.

When we see our family isn’t following along, equate it to not brushing your teeth or putting on deodorant. If you have kids, fill your refrigerator and pantry with fruits and vegetables and stop buying as much junk so the kids are forced to make healthier choices.

When we eat with our friends, bring fruits and vegetables, and normalize half a plate. When they don’t, ask way, and imply they’re weird and being unhealthy. Use peer pressure.

The next big step is working with American influencers: politicians, athletes, actors, musicians, social media stars, and anyone else considered beautiful and healthy.

OK, that rules out the politicians.

No, really, work with USDA and encourage Republican leadership to model Make America Healthy Again by promoting fruit and vegetable consumption. It’s so much easier than eliminating food dyes.

Reach across the political aisle and encourage Democrat leadership to shame the Trump administration for not promoting and supporting fruits and vegetables more. Do they really believe in MAHA?

Trump brings McDonalds to a public gathering again? Ask him, where are the salads and fresh-cut fruit?

Scott said people talk about a produce consumption crisis.

Indeed, USDA released a report this week that shows in 2024, total U.S. per capita vegetable consumption fell to 376 pounds, marking the lowest level in over 35 years and well below its peak of 426 pounds in 1996.

“I don’t think we have a consumption crisis,” Scott said because of all the research that shows consumers know the benefits of fruits and vegetables.

I agree. We have a crisis of motivation.

We need to fight harder and tougher and address the things that truly motivate people to be  more beautiful versions of themselves.

Let’s start with peer pressure, vanity, and, hopefully, motivating and modeling those in power and those who we admire.