Increasing Fruit and Vegetable Intake

Abstract Focus groups comprised of WIC participants were held to identify perceived barriers to fruit and vegetable (F/V) consumption, helpful practices for increasing F/V intake, and preferred educational methods. The University Human Subjects Approval Committee approved study procedures. Two focus groups were conducted in metropolitan areas and two were held in rural areas of the state. Each focus group included five to six adult WIC participants and caregivers and five to six children aged three to four years. Focus group members represented African-American. Asian, Hispanic, and white non-Hispanic ethnic backgrounds. Educational levels of adults ranged from eighth grade to four or more years of college. F/V trays available at the beginning of each session created opportunities to observe participants' choices and served as a basis for opening the discussion. Both children and adults were present during the first 45minutes of the session with adults remaining for an additional hour of discussion. Perceived barriers to F/V consumption include: cost of fresh produce, food preferences of the adult male in the household, preparation time, concerns about potential food waste, and food habits of women. Adults shared these helpful practices for increasing F/V consumption: offer F/V, taste F/V, plant a family garden, take child to supermarket or Farmers' Market, buy F/V requested by child, add vegetables to other foods, offer more vegetables when child is younger, use F/V in creative ways, and let child help with food preparation. Participants indicated a preference for interactive, hands-on educational methods that involve both children and adults. Although videos were among the children's favorite learning activities, adults generally disliked them. Barriers to learning mentioned by adults included repetitive information, traditional nutrition classes, and distractions or worry about fussy children. Creative ideas, easy recipes, coupons, F/V activities to do with children, produce identification, purchasing and storage, dealing with picky eaters, and health benefits of F/V were frequently requested topics.