Juárez & Associates conducted a series of focus groups among high and low consumers of fruits and vegetables in Fresno, San Jose and Los Angeles. The groups explored consumers’ values, knowledge, attitudes and practices related to healthy eating. They also examined consumers’ habits regarding grocery shopping and eating outside of the home, as well as barriers to and opportunities for healthy eating. In addition, participants provided feedback on 5 A Day messages, slogans and graphics, and their media preferences.
The findings were used to identify concepts and strategies to improve advertising, promotion, and other outreach efforts for the 5 A Day message in California.