In this month’s profile on the Produce Marketing Association, the US trade association for fruit and vegetables, a survey commissioned by the PMA discovers that US consumers are as confused as their UK counterparts about healthy eating guidelines

There is often conjecture in the UK that consumers find it hard to understand dietary guidelines and the plethora of often contradictory healthy eating messages that are targeted at them from all angles and all sectors.

But results from a new Produce Marketing Association (PMA) consumer survey provide conclusive proof that consumers on the other side of the Atlantic are suffering from the same headaches.

The study found that only slightly more than a third of consumers are aware of the fruit and vegetable recommendations in the 2005 Dietary Guidelines for Americans, and that the concept of what constitutes a “serving” of produce varies widely among respondents.

The national telephone survey of 1,000 consumers was conducted by Opinion Dynamics Corporation (ODC) for PMA during the week of February 7.

When asked if they had seen, heard, or read anything about the produce-specific recommendations in the new dietary guidelines, 38 per cent of consumers said they had, while 60 per cent said they had not.

Demographically, out of the 38 per cent awareness level, 40 per cent of women and 37 per cent of men said they were aware of the produce advice.

In addition, 81 per cent of consumers said they have a “clear understanding” of what is meant by a serving of fruits and vegetables, but when asked to express in their own words what a “serving” is, their responses were wide-ranging. Servings were described as “less than one cup,” “one piece,” “a handful/fistful,” and a “scoopful.”

Eighty-one per cent of consumers agreed that it is easier for them to understand a daily amount of fruits and vegetables when that amount is described as “cups” rather than “servings.” And 82 per cent of women agreed with this idea, as did 79 per cent of men.

When asked which consumption recommendations they understood better, the current FDA recommendation of “5 to 13 servings a day” or the same amount expressed as 2.5 to 6.5 cups a day,” 43 per cent of consumers thought the “cup” wording is about the right amount that they could reasonably eat, while only 26 per cent expressed the same view about the “serving” wording.

PMA chairman and vice president of operations for Save Mart Supermarkets Steve Junqueiro observed that the new dietary guidelines present a tremendous opportunity for the fresh produce industry.

“Our challenge is to market fruits and vegetables effectively, in a manner that emphasises the taste, convenience, and nutrition of our products - resulting in consumers eating more produce. We have to be sure we’re communicating our messages to consumers in relevant and effective ways,” he noted.

PMA vice president of government relations Kathy Means agrees with Junqueiro’s assessment that the guidelines may make it easier for the public to reach their daily consumption goals. “This research indicates that many consumers will respond better to more familiar household measurements. We can combine that with existing messages to help consumers better understand how much produce they should be eating each day, and reinforce how easy that can be,” she explained.

This produce-specific survey follows research PMA conducted shortly after the dietary guidelines were released, which found that while 22 per cent of consumers are somewhat familiar with the new guidelines, only nine per cent of the public is very familiar with them. Those findings also highlighted a willingness among respondents to change their eating habits based on the advice presented in the guidelines.