TK: As it turns out, more does matter. While the researchers admitted they don’t have all the answers and didn’t account for all the variables, it seems plain enough that eating more vegetables and fruit will help us live longer. Boom. Can the makers of bologna or frosted donuts make that claim? No way. Why can’t fresh produce marketers punch home a message like that? This is a lay up, a first and goal at the one yard line. Live long and prosper with fruits and veggies.