Title: The
1The New Fruit Vegetable Program Fruits
Veggies More Matters
Krista Schoen, MS, RD, LD(krista_schoen_at_doh.state
.fl.us)Fruit Vegetable Program State
Coordinator Obesity Prevention Program -
Nutrition Coordinator
2About the National Fruit Vegetable Program
- In 1991 a partnership formed between the National
Cancer Institute (NCI) and the Produce for Better
Health Foundation - Partnership created 5 A Day for Better Health
Program - In October 2005, CDC became lead federal agency
and national health authority for the National 5
A Day Program.
3About the National Fruit Vegetable Program
- In January 2005, the Dietary Guidelines for
Americans changed fruit and vegetable
recommendations for all Americans. - Previous dietary guidelines 5 to 9 servings of
fruits and vegetables a day - New guidelines 2 to 6 1/2 cups of fruits and
vegetables a day, the equivalent of 4 to 13
servings. - Through consumer research, the National Fruit
Vegetable Program recognizes that cups is a more
understandable and more motivating tool for
helping consumers visualize the amount of fruits
and vegetables they should eat.
4About the National Fruit Vegetable Program
- In March 2007 5 A Day program became the National
Fruit and Vegetable Program and launched Fruits
VeggiesMore Matters. - Reflects new dietary guidelines recommending more
than 5 servings of fruits and vegetables - Target audience all Americans, via moms
- 5 A Day is simply not enough 5, 5-9, 5-13
- Public private partnership
- Confederation of government, not-for-profit
groups, and industry.
5The Case for Change
- New dietary recommendations for fruits veggies
MyPyramid 2005 Dietary Guidelines for Americans - Much more than a cancer-prevention message
- Awareness has increased, but consumption has not
1991
2003
2007
1996
6Research Overcoming Consumer Resistance
- As a brand, fruits and vegetables must
- Provide reasons to eat more
- Inspire rather than scare
- Motivate rather than preach
- Force a shift in mindset
TO
FROM
want to
have to
pleasure/ease/convenience
chore
bountiful variety
lack of choice
all forms count
only fresh
7Overall Learning from Consumer Research
8Why More?
- Fruits veggies have vitamins and minerals that
can help protect your health and may help protect
you from chronic diseases. - Most fruits veggies are lower in calories and
higher in fiber than other foods weight
management. - As part of a healthy diet, eating fruits
veggies instead of high-fat foods may make it
easier to control weight and reduce the risk of
many diseases. - In 2005, only 26.2 percent of Florida adults ate
five servings of fruits and vegetables (BRFSS).
9Fruits and VegetablesConsumption Data
Average Frequency of Fruit and Vegetable
Consumption per Day
2000 (N4878) 2005 (N7478)
never or lt1 time per day 3.4 3.5
1-2 times per day 32.4 32.1
3-4 times per day 40.5 37.4
5 times per day 23.7 27
10Fruits Veggies More Matters
- Based on the DGA, most moderately active adults
and teens need - 9-13 servings of fruits and vegetables per day,
apx. 4 ½ - 6 ½ cups - All Forms Count
- Fresh
- Frozen
- Dried
- Canned
11Fruits Veggies More Matters
- What is a serving?
- One medium piece of fruit 1 medium orange
- ½ cup cut-up raw or cooked (fresh, frozen, or
canned) 6 baby carrots, 16 grapes - ½ cup cooked dry peas, beans, lentils, kidney
beans - 1 cup leafy salad greens
- ¼ cup dried fruit ¼ cup raisins
- 4 oz/ 1/2 cup 100 fruit or vegetable juice
12Fruits Veggies More Matters
- Sugars
- lt1/2 tsp. sucrose or other sweetener (jams,
jellies, concentrated fruit juices) - Fats
- total fat lt 3 g
- sat fat lt 10 total calories
- trans fat lt 0.5g
- Sodium
- 480 mg
- Fiber
- 0.014 g/kcal of naturally occurring fiber (28
g/2000 kcal)
13THE Logo
- Recipes, meal products and main dish products
- Each serving of food must contain at least one
serving of fruit or vegetable per 250 calories,
when prepared as directed. - Each serving of food should limit amounts of fat
- Total fat 35 of total calories.
- Saturated fat is lt10 of calories.
- Trans fat is lt0.5g per serving.
- The fat found naturally in fruits and vegetables
does not contribute to the limits above.
14THE Logo
- Each serving of food should limit amounts of
added sugars or caloric sweeteners - Added sugars cannot exceed 15 of total calories
- Concentrated fruit juice sweeteners, jams and
jellies count as added sugars. - Each serving of food must contain 600 mg of
sodium per serving. - Each serving of food must offer 0.014g/kcal
naturally occurring fiber (28g of fiber/2000
calories).
15Nutrition Cancer/Chronic Diseases
- ACS guidelines similar to USDGAs, AHAs
- 5 or more fruits and veggies each day
- Choose whole grains
- Limit consumption of red meat
- Choose foods that help with weight management
- Balance caloric intake with physical activity
16Why Fruits Veggies?
- They are complex. Each contain gt100 potentially
beneficial vitamins, minerals, fiber,
phytochemicals, etc. that may help prevent some
cancers and chronic diseases. - Apx. 50 water
- Associated with a lower risk of
- Lung
- Oral
- Esophageal
- Stomach
- Colon
17Why Fruits Veggies?
- Some are available when the vegetable is raw, and
others when the vegetable is cooked. It is
important to eat a mix of raw and cooked
vegetables to gain the most benefit from
phytochemicals. - Phytochemicals can act as antioxidants, protect
and regenerate essential nutrients, and/or work
to deactivate cancer-causing substances - Examples of antioxidants
- Beta carotene - carrots, cantaloupe
- Vitamin C - citrus, cantaloupe, mango, kiwi
- Vitamin E - dark leafy greens, broccoli
- Selenium mushrooms, cabbage
18Nutrition, Cancer, Chronic Diseases
- Obesity and
- Diabetes
- Heart Disease/Stroke
- Arthritis
- Cancers breast, colon, endometrium, esophagus,
kidney - Lesser degree pancreas, gallbladder, thyroid,
ovary, cervix, esophagus (Barretts), prostate,
hodgkin lymphoma, multiple myeloma - Overweight obesity contribute to 14-20 of all
cancer related mortality -
19Why Fruits Veggies?
Color Source Phytochemical Benefit
Red tomatoes, watermelon pink grapefruit papaya Lycopene ? heart disease ? some cancers (esp. prostate)
Green spinach, kale broccoli, collards Lutein Zeaxanthin ? risk of some cancers
Orange/ Yellow sweet potatoes mangoes, carrots apricots ß-carotene ? vision/ mac. degeneration ? immune system
Blue/ Purple grapes, beets blueberries Anthocyanins Flavonoinds anticarcinogenic ? memory
White onion, garlic cauliflower, pears Allicin Inhibits cancer growth ? cholesterol
20Other PowerfulFoods
Item Source Benefit
?-3 fatty acids fatty fish flax supplements ? total/LDL cholesterol/ ?TG ? joint health ? platelet aggregation
Fiber whole grains fruits veggies beans/legumes (protein) ? GI motility ? colon health ? total/LDL cholesterol ? HDL
Plant stanols/ sterols fortified margarines fortified OJ ? total/LDL cholesterol
Resveratrol red wine grape juice ? platelet aggregation
21The Message
- Healthy Nutrition with a variety of nutrients and
colorful fruits veggies, ?animal fat,
?fiber/whole grains, adequate calcium/vitamin D,
adequate protein - Physical Activity!
- NO Tobacco
- Moderate Alcohol
- Prevention vs. Treatment
- Moderation
- calcium colorectal prostate cancer in men
- beta carotene lung cancer
22RESOURCES
- www.fruitsandveggiesmatter.gov
- www.nutrition.gov
- www.fnic.nal.usda.gov
- www.doh.state.fl.us/Family/obesity
- www.eatright.org
- www.mypyramid.gov
- www.onlinece.net
- www.cookinglight.com
- ACS/AHA