THE WELFARE EFFECTS OF CONSUMING A CANCER PREVENTION DIET

targeted amount. Note that, within the sub-groups, each commodity increases by the
same amount. For example, consumption of oranges, grapefruit, strawberries and
cantaloupe will each increase by 35 percent in order to reach the recommendation of at
least one serving from the citrus/melon/berry group.

If consumption of all fruits increases by the same amount, then the minimum
recommendation for the citrus/melon/berry group will be met (Table 4). Consumption
of citrus/melon/berry increases the most when the targets for that group are met, then
consumption is increased by the same amount for all fruits. However, consumption in
the citrus/melon/berry category increases the least when the shift is by individual
targets. The shift in this category ranges from a low of 35 percent to a high of 91 percent
depending up the method used. The reverse happens for other fruits. Consumption
increases the most when individual targets are used to determine the demand shift and
least when specific sub-group targets are met before increasing consumption of all
fruits. Again, a wide range in values is observed in the magnitude of the consumption
shift, though not as large as in the citrus/melon/berry category.

Table 4. Consumption Shifts for Fruit Group

Scenarios for Increases in Consumption

Vitamin C group

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