Shoppers link fruit & veggies to health, but don't buy more

Apr 2, 2012

While 77 percent of moms associate fruits and vegetables with good health, purchase intent remains flat at 45 percent, according  the Produce for Better Health Foundation’s annual survey of mothers with children age 10 and under,.reported Mike Hornick in The Packer.

Roberta Cook, UC Cooperative Extension specialist in the Department of Agricultural & Resource Economics at the UC Davis, participated in the foundation's annual meeting. she attributed the discrepancy to promotion of specific types of produce. 

“One of the problems in our industry is a decline in generic promotion,” she said. “As grower-shippers become larger, they have wanted to take dollars spent on generic marketing internal. They feel they can use it better within their company.

“But that’s not really what the results show us. The mandated programs are trying to expand the total pie,” Cook said. “Because they bring greater dollars together than an individual company can, they can invest in understanding consumers.”

By Pamela Kan-Rice
Author - Assistant Director, News and Information Outreach