Five a Day? Factors Affecting Fruit and Vegetable Consumption in Scotland

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Abstract
Compared with the rest of the UK, the Scots have a particularly poor reputation for eating fruit and vegetables. The reasons for this are varied and thought to relate to climate, availability and poor quality, with the costs of these foods being a major barrier to dietary change. To examine this in further detail, a number of focus group discussions were carried out and key questions used in the monthly national Scottish Opinion Survey. Discusses the results, which showed that Scots are complacent about dietary change and the concept of “dietary moderation” provides good grounds for inaction. Quantitative guidelines such as the WHO (World Health Organization) recommendation to consume 400g (about five portions) of fruit and vegetables daily provide clear guidelines for dietary goals and allow diets to be planned on both on an individual and a catering level.

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