Evaluation For Buying and Eating Fruits and Vegetables Among Teens and Moms Exposed to the Fruits & Veggies (FNV) Campaign in California and Virginia, 2015-2017

Abstract

In 2015, the PHA launched the branded FNV (Fruits & Veggies) Campaign in California and Virginia to increase sales and consumption of fruits and vegetables among millennial moms (21-34 years) and Generation Z teens (15-20 years). This study summarizes trends in U.S. fruit and vegetable consumption behaviors. We also describe the survey results that examined the familiarity of the FNV Campaign among Generation Z teens and Millennial moms in the two lead cities or test locations—Fresno in the Central Valley region of California and the Hampton Roads region of southeastern Virginia. Methods: A 35-item Qualtrics survey was administered either in person or online to Millennial moms and Generation Z teens in the two lead cities (n= 1604; Fresno, California: n= 746; Hampton Roads, Virginia: n=858) between February 1, 2017 and June 31, 2017. Data were analyzed using SPSS version 24 for Windows (IBM Corporation, USA, 2016). We analyzed differences in cognitive, affective, and behavioral outcomes by each test location. Differences within each city were compared between those who were familiar versus unfamiliar with the FNV Campaign. Results: About a quarter (25%) of respondents in each lead city (25.2% in Fresno, California and 25.8% in Hampton Roads, Virginia) were familiar with the FNV Campaign. In Hampton Roads, Virginia, a larger percentage of respondents reported having seen the FNV logo, while in Fresno, California, respondents reported an equal distribution between seeing the logo online or in the community, or just having heard of FNV. Apples, bananas and carrots were the most commonly recognized foods by participants surveyed who recalled seeing the FNV Campaign. There were no statistically significant differences between respondents familiar with the FNV Campaign and their awareness of previous campaigns that encouraged fruits and vegetables (e.g., Five a Day and Fruits and Veggies—More Matters). Respondents familiar with the FNV Campaign were not more knowledgeable about U.S. government-recommended servings of fruits and vegetables (e.g., 4.5 cup equivalents/day), compared to those who were unfamiliar with FNV Campaign. Respon¬dents in both test locations were significantly more likely to agree that they found it hard to purchase fruits and vegetables in their neighborhood and that eating fruits and vegetables affected their health. In Fresno, California but not Hampton Roads, Virginia, respondents familiar with FNV were significantly more confident in their ability to purchase but not prepare fruits and vegetables. There were statistically significant differences between respondents in Fresno, California who were familiar with the FNV Campaign. These respondents reported more daily servings of 100% vegetable juice, dark-green leafy vegetables and orange-colored vegetables compared to those who were unfamiliar with FNV, although the latter differences were not significant. No differences were observed between respondents who were familiar or unfamiliar with the FNV Campaign in Hampton Roads, Virginia. We found no differences in the fruit and vegetable purchasing behaviors of those familiar versus unfamiliar with the FNV Campaign in either test location. Large supermarkets and farmers’ markets were the two most common locations where respondents’ reported always or mostly shopping for food. Conclusions: While a quarter of respondents interviewed were familiar with the FNV brand, more work is needed to influence the target populations’ awareness about the FNV Campaign. There is also a need to understand how to use IMC to promote actionable and memorable messages to encourage target groups to purchase and consume more fruits and vegetables regularly that align with the DGA. We offer six recommendations to inform future research, evaluation and marketing of the FNV Campaign.