Consumers know that fruits and vegetables are good for them, true, but perhaps they don’t understand the truly profound health benefits of a diet rich in fresh produce.

The latest bit of unsolicited good news for the industry comes with a new study from the United Kingdom that was getting massive coverage in the consumer press in early April.

The study, published in the Journal of Epidemiology and Community Health, followed 65,000 people in Britain and found that those who ate more fruits and vegetables were much less likely to die of any cause.

The random sample of British citizens was followed for an average of more than seven years.

Researchers found that for people who ate seven or more servings of fruits and vegetables per day, their risk of dying from any cause was reduced by 42% compared to people who ate less than one serving per day. The study found that the risk of dying from cancer and heart disease was reduced by 25% and 31%, respectively by eating seven servings of fruits and vegetables per day.

On the other hand, the study found that frozen and canned fruits and vegetables didn’t have the same positive effect on long life, and more research may be needed to confirm that point.

The overall message is extremely positive and aligns with the Produce for Better Health Foundation’s focus on “More Matters.”

Seven servings is an ambitious goal when most of us don’t even consume five a day, but U.S. dietary guidelines support those higher consumption goals.

More does matter.

Did The Packer get it right? Leave a comment and tell us your opinion.