It's not surprising lower income consumers buy and eat less fresh produce than higher income ones.
But a recent study shows a commonly held belief is wrong, and one misguided agenda is hurting them the most.
The Produce for Better Health Foundation highlighted a study by the Illinois Institute of Technology at its annual meeting and a webinar in April. The study looked at perceptions and attitudes about organic and conventional produce in low-income shoppers and found pesticides are top of mind in these consumers. When asked what fresh fruits or vegetables “grown organically” means to them, 56% said “free of pesticides.” This was more than three times the next most common answer.
Likewise, when they were asked what produce “grown conventionally” means to them, 34% said “use of pesticides.” It was also the top answer.
Teresa Thorne, executive director of the Alliance for Food and Farming, says it's clear the anti-pesticide/pro-organic environmental groups such as the Environmental Working Group are harming low-income consumers' health by scaring them away from fresh produce.
“EWG's Dirty Dozen is geared toward fear for families and children,” she says.
She says the produce industry needs to share positive, science-based information that reassures consumers produce is safe and remove fear as a barrier to consumption.
But I think it needs to go further than that.
It is fear, a very strong emotion, that keeps some consumers from eating enough fresh produce, and it has to be another emotion that takes away that fear — not just education.
Maybe it's even fear.
Consumers need to hear the bold, blunt truth: fresh produce is safe and not eating enough of it is unhealthy.
The study showed when low-income shoppers were asked who they trusted most for health and safety information about fresh produce, 31% said dietitians, followed by 16% for scientists, 14% for physicians, 12% environmental groups and 10% saying media.
Retailers who have dietitians should put them on the case. They can work one-on-one, be used in in-store signage, in social media and anywhere else to tell consumers they will be healthier eating more fruits and vegetables, whether organic or conventional. They could tell consumers that feeding their families junk food instead of fruits and vegetables is far less healthy than any pesticide fear.
Is the retail chain even the best place to reach these consumers considering all the food deserts?
Yes, it still is. The study showed 85% of low income consumers shop in grocery stores, and 80% shop more than once a week.
The retail and produce industries have the message and the messenger to battle the irrational pesticide fear.