Consumers are thinking about what’s healthy for both people and the planet. Fresh fruits and vegetables are top of mind. But despite the best of intentions, new research from the International Food Information Council (IFIC) reveals significant barriers to produce consumption.
“Spring is the time when people are planning gardens and planting seeds; it is also typically a time when lists of which fruits and veggies are safer for you to eat start to circulate on newsfeeds,” Wendy Reinhardt Kapsak, MS, RDN, IFIC president & CEO, said. “Our consumer research shows Americans consider how their food was grown when making food decisions, yet at the same time, Americans have never been more removed from the farm. It is our mission to help bridge that gap with consumer insights and science communications.”
Most Americans Show Interest in How Food is Grown Yet Express Serious Concerns
According to the 2024 IFIC Spotlight Survey: Public Perceptions Of Pesticides & Produce Consumption, the majority of Americans (91%) consider how their food is grown when making food and beverage decisions; less than one in ten (8%) never consider how it travels from farm to fork.
Keeping food safe (70%) and the use of pesticides (60%) are top concerns when considering how food is grown. Nutritional content, use of agricultural technology, environmental sustainability, animal welfare, and farm workers welfare were other listed concerns consumers factor into their purchase decisions.
Concerns and Myths About Pesticides Persist
Pesticides are commonly utilized by farmers for pest control as a tool to protect public health by ensuring safe and sufficient food production. Pesticides are regulated by several government agencies worldwide. Yet it is clear consumers remain confused regarding the methods, reasons, and situations where pesticides are used.
Many Americans (47%) believe that “organic agriculture does not use pesticides to grow food,” despite the fact that both organic and conventional produce are grown with the use of pesticides.
Nearly 60% of Americans who are concerned with pesticide use believe consuming foods grown with pesticides are bad for their health, 36% believe that pesticides used today are “more toxic than they have ever been,” and 35% believe pesticides are bad for the environment.
Of the Americans who are not concerned about pesticide use, 35% cited they rinse their fresh produce, and 29% “trust farmers to use pesticides responsibly.”
“The pesticide residue found on both conventional and organic produce has time and time again been found to be present in minute amounts. Multiple government agencies confirm that these low residue levels do not pose a health or safety risk, yet consumers are still clearly concerned,” explained Tamika Sims, PhD, IFIC Senior Director of Agriculture Technology Communications. “I would simply recommend that consumers wash their fresh produce with cold water prior to consuming, to remove any remaining residues.”
Bridging the Knowledge and Fruit and Vegetable Consumption Gap
According to the data, when a consumer is concerned about pesticide use, the majority simply avoid purchasing or consuming vegetables (71%) and fruits (59%) altogether.
“Low intake of fruits and vegetables by Americans is not a new phenomenon—it's been chronically low for decades,” explained Reinhardt Kapsak. “This research highlights gaps in not only consumer understanding of pesticides but also how harmful misinformation can further widen the fruit and vegetable consumption gap in the U.S. and around the world. Our aim is always to empower consumers with evidence-based, truthful information. We must reassure Americans that consuming a variety of fruits and vegetables—in all forms and from all production methods—is safe, nutritious, and important for their health and well-being.”
