Produce for Better Health Foundation Releases Research Detailing Fruit and Vegetable Consumption Behaviors; Wendy Reinhardt Kapsak and Katie Calligaro Comment
BRENTWOOD, MO - Whether it’s food, entertainment, or information, humans are constantly consuming. What we choose to consume has a large influence on our health, and the Produce for Better Health Foundation (PBH) is a staunch supporter of fruits and vegetables. Building on its commitment to research in this field, the organization recently released its latest research report: Hacks To Habits: A Behavioral Research Study To Bolster Fruit & Vegetable Consumption.
“Now more than ever, it is imperative to raise national awareness for fruits and vegetables and acknowledge the important role they play in America’s health and happiness. Identifying successful ways to inspire simple and sustainable habits at all points of consumers’ food journey will be essential to successfully reversing the fruit and vegetable consumption decline,” said Wendy Reinhardt Kapsak, MS, RDN, President and Chief Executive Officer. “At PBH, we are committed to sharing research data that not only helps drive demand (i.e., translate to sales), but also provides industry and key opinion leaders as well as food, nutrition and lifestyle communicators with key insights that can inform how we can close the consumption gap.”
According to a press release, the PBH Hacks To Habits research is laser-focused on the attitudes and behaviors of those consuming varying levels of fruits and vegetables to better understand which strategies, such as simple hacks, could effectively make it easier for Americans to adopt and sustain fruit and vegetable consumption habits.
Several new insights grew out of the exploration of the inner workings of fruit and vegetable consumption behaviors, including:
- Habit-creating opportunities for fruits and vegetables are very different
- Fruit and vegetable habits are context-specific automatic behaviors
- High-frequency and medium-frequency eaters have more fruit and vegetable habits
- Low-frequency fruit and vegetable consumers can build habits from hacks
“We were thrilled to have the new PBH Hacks To Habits research insights to inform our National Fruits & Veggies Month content strategy and create consumer-facing activations inclusive of creative hacks to prompt lifelong habits,” said Katie Calligaro, Marketing and Communications Director. “If we want consumers to change their behavior, we must consider both barriers and positive cues as well as immediate rewards, such as taste and flavor, when we communicate with them. Only then can break through—make it easy—and inspire greater fruit and vegetable consumption.”
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