Factors influencing vegetable and fruit use: Implications for promotions

Objective: To examine factors that influence vegetable and fruit consumptio n and ideas for promoting their consumption. Method: Nine focus-group inter views were conducted with 78 parents and analyzed for common themes, Result s: The following themes were identified: price and season, food selection a nd preparation skills, convenience/time, family influences, experimentation , taste and sensory factors, perishability, vitamins and health effects, an d origin. Suggested promotional strategies were media and marketing, food s kill development and convenient; recipes, introduction to the taste of diff erent vegetables and fruit, and education. Conclusion: Many of the factors can be changed through public health programming and retail promotion.