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Produce For Better Health Foundation releases new consumer research highlighting key behaviors to close the fruit and vegetable consumption gap

The Produce for Better Health Foundation (PBH) released its latest research report today: Hacks To Habits: A Behavioral Research Study To Boost Fruit And Vegetable Consumption. As part of PBH’s commitment to research across three platforms: food, nutrition, and behavioral science; political analysis; and consumer consumption trends, this new report reinforces the organization’s mission to improve America’s fruit and vegetable consumption for better health and happiness.

New PBH Habit Hacks the research was designed to focus on the attitudes and behaviors of those who consume varying levels of fruits and vegetables, to better understand what strategies, such as simple hacks, might actually facilitate adoption and maintenance of fruit and vegetable consumption habits of Americans.

New PBH research report released to further celebrate September as National Fruit and Vegetable Month and to inform upcoming White House Hunger, Nutrition and Health Conference on Wednesday, September 28e. The White House conference is designed to be a starting point for achieving the administration’s goal of ending hunger and reducing the risk of diet-related disease by 2030. According to PBH-Nutrition On demand Fruit and Vegetable Gap Analysis: Bridging the Gap Between Federal Spending and the US Consumer Crisisreleased earlier this year, insufficient consumption of fruits and vegetables cost the United States at least $98.2 billion in 2020 and is projected to reach $137.0 billion by 2030.

“Now more than ever, it is imperative to raise national awareness of fruits and vegetables and to recognize the important role they play in America’s health and happiness.. Identifying effective ways to inspire simple, sustainable habits at all stages of consumers’ food journeys will be key to successfully reversing the decline in fruit and vegetable consumption,” said Wendy Reinhardt Kapsak, MS, RDN, President and CEO of PBH. “At PBH, we are committed to sharing research data that not only helps drive demand (i.e., translates into sales), but also provides key thought leaders in the industry and food, nutrition and lifestyle communicators with key insights that can shed light on how we can close the consumer gap.

Several new insights have emerged from exploring the inner workings of fruit and vegetable consumption behaviors, including insights into the habits, mindsets and behaviors of those who consume the highest levels of fruits and vegetables and those who consume little or none at all. Key findings include:

  1. The habit-forming opportunities for fruits and vegetables are very different;
  2. Fruit and vegetable habits are automatic, context-specific behaviors;
  3. High and medium frequency eaters have more fruit and vegetable habits; and
  4. Low-frequency fruit and vegetable eaters can form habits from hacks.

“We were delighted to have the new PBH Habit Hacks research insights to inform our National Fruit and Vegetable Month content strategy and create consumer-facing activations, including creative hacks to spark lifestyle habits,” said Katie Calligaro, director of marketing and communications at PBH. “If we want consumers to change their behavior, we need to consider both barriers and positive signals as well as immediate rewards, such as taste and flavor, when communicating with them. Only then can we break through – make it easy – and inspire greater fruit and vegetable consumption.

For a more comprehensive research overview, check out the latest PBH Research Insights report HERE.

You want to know more ? Hear it first hand during PBH Expert Webinar Series, Thursday, October 20e at 2:00 p.m. ET. In this session you will hear from PBH experts, Wendy Reinhardt Kapsak, MS, RDN, President and CEO of PBH; Amy Myrdal Miller, MS, RDN, FAND, PBH Culinary and Catering Specialist; and Annette Maggi, MS, RDN, LD, FAND, PBH Retail Specialist, who will unveil the findings of the new study and share implications and practical solutions for retail, foodservice and communications professionals. REGISTER HERE.

For more information about PBH’s research, its mission, and how to get involved, contact Wendy Reinhardt Kapsak, MS, RDN, President and CEO of PBH at [email protected]

About the Produce for Better Health Foundation
Produce for Better Health Foundation (PBH), a 501(c)(3) nonprofit organization, is the only national organization dedicated to helping consumers live happier, healthier lives by eating more fruits and vegetables, including fresh, frozen, canned, dried and 100% juice, every day.

Since 1991, PBH has invested in developing information on attitudes towards all forms of fruit and vegetable consumption, in addition to campaigns and partnerships with government, food industry stakeholders, health professionals and other opinion leaders to collaborate, facilitate and advocate for increased consumption. The campaigns first included the 5-A-Day program and then the Fruits & Veggies—More Matters public health initiative. While five fruits and vegetables a day is great advice, and more will always be important, PBH’s new behavior-based call to action is Have A Plant®. Rooted in behavioral science, PBH’s transformative Have A Plant® movement is an invitation that will inspire people with compelling reasons to believe in the powerful role fruits and vegetables can play in creating happy, healthy and active lives.

Be sure to join the Have A Plant® movement and get new recipes, snacks, meal ideas and other tips from chefs, registered dietitians, and food and wellness experts by visiting Follow us on Facebook @fruits and vegetables; on Twitter @fruits and vegetables; on Instagram @fruits and vegetables; on Pinterest @fruits and vegetables; and on LinkedIn at Produce for Better Health Foundation. And don’t forget to #getaplant.

PBH is also responsible for the Leading The Change collaborative consumption campaign – a multi-industry, multi-year initiative designed to maximize the power of PBH’s unique position of thought leadership, its extensive network of influencers, its credible scientific and market research and, above all, its innovative members and partners, to lead a call to action to tackle the global crisis in fruit and vegetable consumption. The initiative includes research, thought leadership and communications platforms to ensure the campaign speaks with purpose, a voice and a call to action. For more information, visit: