After many studies, the USDA now emphasizes the need to “make half your plate vegetables and fruits” for a healthy diet. The old USDA food pyramid has been replaced by “My Plate”, which has elevated vegetables and fruits from a secondary position to become the most important part of a healthy diet.
The total US population is 323 million people in 125 million households. 80% of this population does not eat the recommended amount of vegetables. 79% of consumers believe that they should add more vegetables to their diet.
An opportunity exists based on strong fundamentals, including huge markets, government health guidelines and consumer habits and needs: