Survey says 93% of research results are obvious

04/05/2013 09:53:00 AM
Tom Karst

The expectation that any health research on fresh produce consumption will yield a favorable finding tends to dull those findings when they are inevitably published. Guess what? Apples are good for us!

I knew that — of course they are.

The public believes that fruits and vegetables are good for them, so it is not surprising to them that research finding upon research finding reaffirms that conviction. Fiber here, phytochemicals there — it’s all good.

Virtually everything good about increasing fresh produce consumption and the resulting connection to health has been published, from heart health to cancer prevention to weight management.

The challenge for produce marketers is to make those “obvious” findings exciting and life-changing, particularly to folks in Des Moines.

And those who try to grab attention and make news by making surprising or shocking claims about hidden dangers of pesticide residues on fruits and vegetables — see the Dirty Dozen list from the Environmental Working Group — should not be allowed to profit.

The strategy of underestimating and insulting the intelligence of the American consumer cannot stand. At least 93% of us agree.

tkarst@thepacker.com

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