Understanding Fruit and Vegetable Consumption: A Qualitative Investigation in the Mitchells Plain Sub-district of Cape Town

Objectives: Many South Africans do not consume enough fruit and vegetables. However, people are generally aware of the benefits of adequate consumption. To understand this gap between knowledge and practice, this study investigated underlying factors influencing consumption through a qualitative, cross-sectional, descriptive case study conducted in Mitchell's Plain, Cape Town. Methods: Four focus groups to gain broad understanding and 15 interviews with strategically selected individuals influential in food preparation, distribution or consumption, to gain in-depth understanding of specific factors influencing fruit and vegetable consumption were conducted.