Supermarket Perimeter - August 2020 - 46

Produce: Consumption

Creating moments
One key to increase consumption, Kapsak said,
is to "create more fruit and veggie moments" in
consumers' lives. If more people knew that the
latest research shows that produce consumption
can improve not only your physical health but
also your level of happiness, that task could me
considerably easier.
"Over the last year we've been on a journey to
feel inspired to want to eat fruit and vegetables
more often," Kapsak said. " In 2017 we started
looking at behavioral science and psychological
literature that showed that consumers could feel

We're shifting from knowledge - which, yes,
is very important - to also considering feeling
and doing, tapping into emotional connections."
Wendy Reinhardt Kapsak, Produce for Better Health Foundation

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46 - AUGUST 2020

supermarketperimeter.com

PRODUCE FOR BETTER HEALTH FOUNDATION

present 50 of these ideas in a year or two."
More fruits for breakfast, more in desserts.
Vegetables moving from the side of the dinner
plate to the main course. The ideas are endless, and
PBH and others hope to back them up with hard
behavioral "proof" in the coming months and years.
"These are things that can happen almost
automatically," he said.
PBH also found that the more days per week
that consumers ate fresh produce, the more
they consumed within each of those days. And if
people ate fruits and veggies every day, they were
likely to eat them at most meals.


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Supermarket Perimeter - August 2020

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