The Positive Influence of State Agricultural Marketing Programs on Adults' Fruit and Vegetable Consumption

Abstract

Purpose.

To assess whether state-sponsored agricultural marketing programs had a positive influence on adult consumers' fruit and vegetable consumption.

Design.

Differences in fruit and vegetable consumption between 2000 and 2005 in states that initiated marketing campaigns during this period and those that did not were examined.

Subjects.

A representative sample (n = 237,320) of adults aged 18 and older from states with and without marketing programs was used. The study used data from the 2000 and 2005 Behavioral Risk Factor Surveillance System.

Measures.

The number of fruit and vegetable servings per week and the percentage of respondents consuming five or more servings of fruits and vegetables per day were examined.

Analysis.

Between-subjects analysis of variance and logistic regression.

Results.

In the absence of a marketing campaign, there was a significant decrease in fruit and vegetable consumption between 2000 and 2005. In states with campaigns, consumption remained stable or increased. Marketing effects were stronger for women than for men.

Conclusions.

State-sponsored agricultural marketing programs had favorable effects on consumers' consumption of fruits and vegetables.