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Study Shows Fresh Produce is a Bargain!Fresh produce is not only good for you, but it’s a bargain too, according to new research from Produce Marketing Association. Specifically, it costs U.S. shoppers on average only $2.18 to get the recommended nine daily servings of fruits and vegetables – 28 cents for a serving of fruit and 21 cents for a serving of vegetables. The value-conscious consumer can get that nine-serving cost down to 88 cents – positioning fresh produce as the affordable, natural “value meal.”

The PMA-commissioned study by The Perishables Group provides the produce industry with the facts and figures needed to correct consumer misperceptions about produce prices. Findings published in The Cost of the Recommended Daily Servings of Fresh Produce confirm fresh produce is a good buy year-round, while also packing a nutritional punch.

“We’re thrilled that our industry can help shoppers understand that eating healthfully can be cost-effective, even on a budget, thus driving demand for fresh produce,” said PMA President & CEO Bryan Silbermann. “This study confirms that fresh produce is a good buy year-round and debunks high-profile claims that fresh produce is expensive.”