The

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The 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
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About 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.

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About 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.

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About 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.

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The 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
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Research 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
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Overall Learning from Consumer Research
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Why 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).

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Fruits 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
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Fruits 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

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Fruits 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

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Fruits 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)

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THE 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.

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THE 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).

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Nutrition 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

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Why 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

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Why 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

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Nutrition, 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

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Why 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
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Other 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
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The 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

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RESOURCES

• 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