As a food, nutrition and produce-loving community, we have long been voraciously advocating, motivating, and innovating towards increased fruit and vegetable intake with varied results. Trended research conducted by the Produce for Better Health Foundation (PBH) shows increased consumption in some populations and declines in others. Among the most surprising findings? Adults aged 50+, typically the hightest fruit and vegetable consumers and the ones we have historically been able to count on to “eat their fruits and vegetables” as they told us growing up, have demonstrated double digit declines in produce intake over recent years. But why? This is a burning question asked and answered collectively by PBH and the International Food Information Council (IFIC) Foundation through consumer research, with support from the AARP Foundation and Abbott Nutrition. During this webinar, we will present a complementary package of targeted findings and rich insights designed to facilitate understanding of various segments of adults aged 50+ and help reverse their downward produce consumption trend. The IFIC Foundation will also share a few highlights from their recent older adult online shopping research.