Why don't we eat more?

That's the gist of The Los Angeles Times piece on produce consumptoin this morning. The lede makes me laugh:

If fruit and vegetables are so great, everyone must be eating tons! Well, they aren't.

TK: Any lede that contains an exclamation point is priceless. Let's continue!

The latest survey from the U.S. Department of Agriculture, published in March using data collected from 1998 to 2002, found that just 28% of American adults get their basic two servings of fruit, and 32% get their three vegetables.

TK: The article goes on to say that the deficiency in f/v consumption is probably worse now and then explores why we don't eat like should. (Hank, why do you drink?) One expert says we are programmed to like fat, sugar and salt, and an accusing finger also is pointed out the disparity in advertising dollars between what f/v spends and what fast food/manufactured food processors spend. Other problems include lack of knowledge of how to prepare produce, availability and cost. What caught my eye in this story - given my recent trip to the U.S. Apple Association Outlook and Marketing Conference - was the last line of the story:

"If you had an apple on the counter, lots of people would pass it by. But if you cored it and pared it, the apple would go in seconds." '

TK: U.S. Apple estimates now put the volume of fresh apples used to make apple slices between 2 million and 3 million cartons per year and the category is growing fast. More later on the presentation at the conference by Tony Freytag, marketing director of Crunch Pak LLC .