With only 1 in 10 Americans eating enough produce each day – in spite of decades of nutritional studies showing that a plant-rich diet prevents disease – safety fears can become a barrier to healthy eating. Allowing misinformation about produce safety to stand unchallenged undermines public health initiatives that encourage healthy eating as well as efforts to improve the lives of Americans.

Concerned with the potential impact of negative and confusing messaging, the Alliance for Food and Farming (AFF) sought input from consumers to learn what information would help them in making fact-based decisions about the food they eat and serve their families. In a series of research projects undertaken in 2016, information from national health experts, toxicologists and government agencies was shared with consumers. After reviewing factual information from credible sources, consumer confidence increased significantly over baseline levels, with 87% of consumers stating they had a favorable opinion of organic produce and 80% stating they had a favorable opinion of conventionally grown. The research results showed that the information presented to consumers made a positive difference in their perception of the safety of all produce and helped alleviate fear as a potential barrier to consumption.

Through the Facts, Not Fear web pages, the AFF strives to provide the kind of science and information that removes fear as a barrier to consumption. In so doing, the AFF hopes to help consumers make decisions that will positively influence their health and the health of their families through increases in the daily consumption of fruits and vegetables.