According to the Dietary Guidelines for Americans, fruits and vegetables are the foods that should be eaten most often. For most of the population, this means more than doubling the amount of fruits and vegetables they eat daily.

Leading health research relates increased consumption of fruits and vegetables to a reduction in the risk of heart disease and cancer. The slogan "More Matters" is a reminder that eating more fruits and vegetables really does matter to our health. For more information, see the Fruits & Veggies More Matters website.