The U.S. fruit and vegetable industry accounts for nearly a third of U.S. crop cash receipts and a fifth of U.S. agricultural exports. A variety of challenges face this complex and diverse industry in both domestic and international markets, ranging from immigration reform and its effect on labor availability to international competitiveness. The national debate on diet and health frequently focuses on the nutritional role of fruit and vegetables, and a continued emphasis on the benefits of eating produce may provide opportunities to the industry. In the domestic market, Americans are eating more fruit and vegetables than they did 20 years ago, but consumption remains below recommended levels. In terms of per capita consumption expressed on a fresh-weight basis, the top five vegetables are potatoes, tomatoes, lettuce, sweet corn, and onions while the top five fruit include oranges, grapes (including wine grapes), apples, bananas, and pineapples. The industry also faces a variety of trade-related issues, including competition with imports. During 2002-04, imports accounted for 21 percent of domestic consumption of all fresh and processed fruit and vegetables, up from 16 percent during 1992-94.
