The Veg Report

We all know we should be eating well, but somehow don't. Here's why.



Mom said, “Eat Your Veggies.” And honestly, we all know we should. 98% of Americans know that eating whole fruits + vegetables are beneficial.

Americans Believe That Fruits + Vegetables…

Keep Them Healthy

Offer Vitamins and Nutrients

Provide Energy for the Day

Reduce Risk of Disease

Boost Mood

And Honestly, They're Right

According to the Harvard School of Public Health, “A diet rich in vegetables and fruits can lower blood pressure, reduce the risk of heart disease and stroke, prevent some types of cancer, lower risk of eye and digestive problems, and have a positive effect upon blood sugar, which can help keep appetite in check.” 1



72% of Americans confess they do not eat fruits + vegetables every day and nearly half of Americans define their diet as “unhealthy.”

What Exactly Are We Eating

(Or Not Eating)

Setting The Record Straight

Refined foods are often highly processed and full of sugars, sodium, artificial colors, flavors, and preservatives to promote shelf stability. Cheap fillers are often added to bulk up the weight of food to help lower prices and increase margins for food companies. Many of these ingredient names are in disguise and unfamiliar. 2  Be on the lookout for:

Chemical Preservatives

often listed as sodium benzoate, potassium sorbate, tocopherols


often listed as soy lecithin, monoglycerides


often listed as xanthan gum, pectin, carrageenan, guar gum

Artificial Colors

often listed as artificial FD&C Yellow No. 6 or natural beta-carotene to add yellow hues

of meals skipped every year.

38% of Americans admit to skipping an actual meal at least once a week and replacing it with a bar or supplement.  

We’re Not Feeling Great

81% of Americans say eating an unhealthy meal has an impact on their physical and mental well-being.  



Knowing and doing are two different things. Here’s why we’re not eating fruits + vegetables.

When Americans cook, convenience outweighs everything else.

Over 57 million Americans say they fall back on unhealthy meals because meal prep and cooking are too difficult.

49% look for meals that do not require a lot of time to prepare.

55% look for meals that are easy to prepare.

Only 2 in 5 are concerned about the ingredients they use when cooking.

Top Reasons Why We Don’t Eat Fruits + Vegetables

Go Bad Too Quickly

Cost Too Much

Difficult to Prepare

Don't Often Have Them at Home

Less than half of Americans factor fruits + veggies into their food planning.

We’re just throwing items into our grocery carts. No questions asked.

We’re Relying on Misleading
Marketing to Tell Us What’s “Healthy."

1 in 5 Americans
search for the word 'healthy' or 'lite' in the product name or packaging.

Nearly 2 in 5 Americans
specifically seek out foods that are labeled as being low in fat or calories.

Setting the Record Straight

The Food and Drug Administration (FDA) sets guidelines to regulate what food manufacturers can claim as “healthy” on their labels. Guidelines include:

“Not low in total fat, but have a fat profile makeup of predominantly mono and polyunsaturated fats”3

“Contain at least ten percent of the Daily Value (DV) per reference amount customarily consumed (RACC) of potassium or vitamin D.”4

What Does This Mean for Me?

“Healthy” food labels can be deceiving and often only convey a small piece of the full nutritional picture. Unfortunately, we can’t rely on marketing claims alone to understand what we’re eating. We’ve got to start reading full nutritional facts and ingredient lists.

Need help understanding labels? Check out the American Heart Association’s guide for where to begin.  

We Still Don't *Get* Organic


Americans don’t think organic food is healthier than its non-organic counterparts.


Americans don’t believe that organic food is truly free of chemicals and pesticides.

And What’s The Deal with Frozen?

would rather buy fresh fruits + vegetables than frozen produce.

The majority of Americans believe fresh food is better for them than frozen.

Setting The Record Straight

Frozen is actually better than the “fresh” produce you find at the grocery store

50% MORE

Cauliflower has 50% more antioxidants frozen vs fresh after 3 days 5

36% MORE

Strawberries have 36% more beta carotene when frozen vs fresh after 3 days 6

200% MORE

Blueberries have 200% more vitamin C when frozen vs fresh after 3 days 7

What Does this Mean for Me?

Most grocery store produce is harvested when it’s still green before reaching peak-nutrition, and then ripens in transit. They often use chemicals (like 1-methylcyclopropene) and preservation methods to help keep it “fresh.” 8

Frozen produce, on the other hand, is a healthier, more nourishing alternative. When fruits + vegetables are allowed to ripen naturally on the vine, they can reach their nutritional peak. If frozen within 24 hours of harvest, those nutrients are locked-in and there’s no need to use preservatives or chemicals.  

Eating well shouldn’t be so difficult and confusing. We’ve got a solution.

1  The Nutrition Source: Vegetables and Fruits. Retrieved from
2  The Nutrition Source: Processed Foods and Health. Retrieved from
3  Guidance For Industry: Use of the Term “Healthy” in the Labeling of Human Food Products. (September, 2016). Retrieved from
4 Source: Environmental Quality and Food Safety Research Unit
5-7 University of Chester: Environmental Quality and Food Safety Research Unit. (2013). Antioxidants in Fresh and Frozen Fruit and Vegetables: Impact Study of Varying Storage Conditions. Retrieved from:  /documents/Publications/Reports/63.pdf
8  Keeping Apples Crunchy and Flavorful After Storage (2007). Retrieved from:
The Veg Report by Daily Harvest surveyed 1,004 Americans, aged 18+ was conducted online during the period of November 7th-10th, 2019 and the study has a margin of error of +/- 3.1%.
Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results.
In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percent, from the result that would be obtained if interviews had been conducted with all personas in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.