CHARLOTTE, NC - Getting a deeper understanding of the wants and needs of today’s consumers is a simple first step to upping produce sales, and Dole Food Company is bringing valuable information to the table with its March 22 survey released on National Eat More Fruits and Vegetables Day. As the survey revealed, nearly half of all Americans largely ignore the benefits of eating produce despite its acceptance as essential to their health.

“This survey is more proof of the disconnect between Americans’ desire to eat healthier, including a produce-rich diet, and their ability to make that lifestyle a reality, given all of life’s demands,” said William Goldfield, Director of Corporate Communications. “At Dole, we realize that healthy living can be a challenge—which is why we’re committed to continually providing the highest quality fresh produce, fantastic plant-forward recipes, serving suggestions, education, and wellness advice that can transform the desire for increased nutritional health into a daily routine for anyone, regardless of where they are on their personal health journey.”

The produce supplier examines public opinions about the preparation, consumption, motivation and nutrition, and environmental benefits of fresh fruits and vegetables, a press release explained.

The survey, which polled 1,038 adults, revealed that 73 percent of respondents agree that fruits and vegetables are a healthy choice for their family, while 68 percent think they taste great, 63 percent say they are necessary for kids’ lunches and 60 percent believe they add flavor to any meal. In addition, 51 percent of respondents associate eating more fresh produce with a positive environmental impact.

These results also showcased that 37 percent consume produce as part of a larger strategy of adopting a plant-based diet. When it comes to recipes and preparation, nearly half of the respondents believe they can prepare produce in little or no time. However, the survey also found that 48 percent of participants think the general public is still ignorant about the health and environmental impacts of fresh produce, ultimately limiting consumption.

Past insights like these have guided the formulation of Dole’s unique healthy-living campaigns, such as this year’s “Healthier by Dole” monthly recipe series, which provides healthy and easy recipes utilizing new and popular DOLE® products.

Keep reading ANUK as we bring you more industry insights on shoppers’ evolving fresh produce demands.

Dole Food Company