Working with industry for the promotion of fruit and vegetable consumption

Abstract

This chapter focuses on working with industry for the promotion of fruit and vegetable consumption. "Industry" refers to the commercial food supply chain; however, for the purpose of building partnerships to promote fruit and vegetable consumption, there are many participants who have potential influence. Potential partner cross sectors include the public sector; private sector; non-government organizations and international bodies, e.g. World Health Organization (WHO), Food and Agricultural Organization (FAO), United Nations Children's Fund (UNICEF), etc.; and consultative and advocacy groups. Many factors influence what individuals eat. Interventions to change any behavior need to be aimed at those things that can be changed or modified. Identification of the modifiable determinants of fruit and vegetable consumption assists the development of effective interventions. Age, gender, and ethnicity are not modifiable determinants of consumption; however, they need to be considered in developing interventions as they may affect other characteristics relating to food intake. The factors influencing fruit consumption may be similar to those for vegetables, however, the extent of influence differs. The barriers to eating cooked vegetables are different from those to eating salad vegetables or fresh fruit. There is a lack of consumer knowledge about what fruits and vegetables are available and what to do with them. People eat fewer fruit and vegetables when they perceive more barriers, consider them expensive, perceive there is an additional cost to adding more fruits and vegetables to the usual food budget, or incorrectly perceive they have an adequate or high current intake. © 2010 Elsevier Inc. All rights reserved.