EVALUATION OF A SUPERMARKET INTERVENTION TO INCREASE CONSUMPTION OF FRUITS AND VEGETABLES

Purpose. The purpose of this study was to evaluate whether a supermark et point-of-purchase intervention could increase shoppers' consumption of fruits and vegetables. Methods. Eight supermarkets in rural Iowa w ere randomized to receive either an 8-month intervention or no interve ntion. The intervention consisted of (1) one-page supermarket flyers t hat identified fruits and vegetables on sale, gave recipes and menu id eas for using sale foods, and gave a store coupon worth 50 cents towar d the purchase of any fruit or vegetable; (2) store signage to identif y fruits and vegetables featured on the flyer; and (3) consciousness r aising activities such as food demonstrations and nutrition related si gnage. Evaluation war based on exit interviews and take-home surveys, competed by random samples of 120 shoppers from each store at baseline and approximately 1-year post randomization. Results. At follow-up, 4 2.9% of intervention store shoppers and 6.5% of control shoppers recal led seeing the intervention flyer. Thirty-six percent of intervention shoppers had used a 50-cent coupon and 18% had used a recipe. Approxim ately 70% of all shoppers had purchased fruits or vegetables on the da y they were interviewed, which did not differ between intervention and control stores. Compared to change in control shoppers, there was a b orderline statistically significant 8.4 percentage point increase (p < .07) in the percentage of intervention store shoppers in the action o r maintenance stages of dietary change, but there was no corresponding increase in fruit and vegetable consumption. Discussion. Studies to t est point-of-purchase interventions are difficult to design, implement , and evaluate. More powerful interventions are probably necessary to induce shoppers to purchase and consume more fruits and vegetables.