CONCLUSION
With an increase in fruit and vegetable consumption by Californians, states with
large agricultural industries devoted to fruit and vegetable production, such as Florida
and California, stand to significantly benefit. These benefits are in addition to those
accruing through a reduction in morbidity and mortality rates associated with dietary
related cancers and other dietary related illnesses. How best to increase consumption is
the challenge. Social marketing programs can be undertaken to change preferences
towards increasing consumption of fruits and vegetables. Other strategies can be
targeted at incomes or prices, especially for low-income households, which are more
susceptible to food security problems arising from an increase in food prices.
18
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