USDA study indicates price is poor reason to skimp on veggies

CONCORD, N.H. -- There goes another excuse for not eating more vegetables.

A government study found that though many people say cost prevents them from eating more produce, consumers can get the recommended three servings of fruits and four servings of vegetables daily for just 64 cents.

That would account for 12 percent of daily food spending per person, which averaged $5.50 in 1999.

"That's a lot of good nutrition for only 64 cents, only 225 calories and less than 1 gram of fat," said the study by the U.S. Department of Agriculture. "That leaves 88 percent of their food dollar left for the other three food groups."

The study, which is based on information collected by A.C. Nielsen from 7,195 homes in 1999, looked at how consumers spent nearly $223 billion at supermarkets, other retail stores and farmers' markets. It did not include restaurants.

A department spokeswoman does not believe produce prices have changed substantially since the data were gathered.

Less than 50 cents

More than three-quarters of the fruits and vegetables included in the study cost less than 50 cents a serving. "That's 127 different ways to eat a serving of fruits and vegetables for less than the price of a 3-ounce candy bar," the study said.

Parke Wilde, a food economist at the Friedman School of Nutrition at Tufts University, said the research helps dispel the myth that healthy eating has to be expensive.

"It tells you that while economics may be part of the reason for unhealthy diets, it can't be the only reason," he said. "If you're looking for fairly inexpensive choices for fruits and vegetables, it's possible to buy these on a budget."

Only 7 percent of people eat the daily number of fruit and vegetables servings suggested by the federal Food Guide Pyramid, according to a 2002 NPD Group study for the Produce for Better Health Foundation.

But Ruth Kava of the American Council of Science and Health cautions against assuming price perception is the primary impediment to produce consumption. She said access plays a significant role in determining what people eat.

Many experts note that poor and rural neighborhoods often lack good access to supermarkets, forcing residents to rely on convenience stores and other small shops, where selection is poor and prices are high.

At Maple Ridge Farm recently, shoppers at the roadside farmstand in Concord doubted the USDA's estimates are realistic. One man held up his produce and laughed. "Three bags. $13."

"Per person? Sixty-four cents? It could be done," said Lisa Malvey, a Barrington, N.H., woman shopping for her husband and daughter. "But realistically for a growing family you need to spend more than that."

Part of the price perception problem is that too few consumers accurately judge proper serving sizes, the study said. Health officials have blamed the nation's skyrocketing obesity rate in part on Americans' lack of portion control.

The study said that consumers who balk at spending 97 cents for a pound of peaches likely don't realize that they are getting four half-cup servings at roughly 21 cents per serving.

It also found that fresh often is best, at least economically. Researchers found that nearly two-thirds of the fruits and vegetables studied were cheapest in their fresh form.

The study rated produce by cost-per-serving. Among fresh vegetables, peas cost the most, at 91 cents per serving. Cabbage and potatoes were the least, at 4 cents and 6 cents respectively.

For fresh fruit, blackberries topped the list at 66 cents per serving, followed by raspberries at 64 cents. Watermelon and apples tied for least expensive, at 11 cents.

Among 27 fruits the USDA examined, Americans spent the most on whole oranges, bought the most pounds of bananas and ate the most servings of apples.

Of 30 vegetables considered, potatoes dominated. People consumed more than four times as many servings of potatoes as they did tomatoes, the second most popular vegetable.

Price seems to play a large role in vegetable purchases. The five least expensive fresh vegetables -- potatoes, cabbage, whole carrots, onions and sweet potatoes -- account for 62 percent of all purchases by weight.

Another USDA study released in May found that income plays a significant role in produce consumption. Low-income families spent an average of $3.59 per person per week, while higher-income families spent $5.02.

That study also found that while wealthier families bought more produce as their incomes increased, low-income families did not. It also found that college-educated families spend the most -- $5.99 per person per week on fruits and vegetables.