Despite junk food trends, healthy produce remains affordable

Shoppers in Richmond, Va., spend the second-highest amount on junk food among consumers in U.S. metropolitan areas.

That’s according to Florida-based Catalina Marketing, which recently analyzed buying habits at more than 17,000 grocery stores nationwide.

Packaging and advertising can lead people to pick less healthy foods, said Heidi Hertz, a registered dietician and obesity-prevention coordinator for the Virginia Department of Health.

But just because food prices are rising doesn’t mean families need to cut back on healthy eating—especially fruits and vegetables.

“Fresh is best, but honestly, any fruits and vegetables are better than no fruits or vegetables,” said Dr. Elena Serrano, assistant professor of human nutrition, foods and exercise at Virginia Tech. “Besides, even if healthy food costs more now, it will save you money in the long run.”

Unhealthy eating can lead to diseases and chronic conditions that will increase medical costs in the future, Serrano said.

Registered dietician Elizabeth Pivonka said consumers actually can save money by buying fruits and vegetables that are in season.

“Hard economic times don’t mean that you have to eat less healthy foods,” said Pivonka, who serves as the president and CEO of the Produce for Better Health Foundation. “Buying fresh produce in season ensures that price is the lowest you’ll find all year, and peak season taste and quality can’t be beat.”

Serrano added that in October while fruits and vegetables are still available, they are generally cheaper at farmers’ markets or farm stands than in grocery stores. And fresh produce contains high levels of vitamins and minerals, which are essential for good health.

“If you can’t afford fresh, then canned or frozen vegetables are an option,” Serrano said. “Plan ahead, and if you find two cans of peas or corn for $1, then buy in bulk.”

No matter how tempting it is to eat unhealthy foods, Pivonka and Serrano both advise against switching to a diet of chips, macaroni and cheese and fast-food burgers.

“While food prices have gone up, produce prices haven’t risen as much as other food groups, so fruits and vegetables are still a good bargain, comparatively,” Pivonka said.

“You don’t have to compromise health and nutrition because of price,” Serrano added. “You just need to adapt to the marketplace by planning ahead.”