The Economic Impacts of Increased Fruits and Vegetable Consumption in Iowa: Phase II

This report measures the potential net economic impacts that could accrue to the state of Iowa were it to achieve various levels of fruits and vegetable production and direct and grocery sales to consumers. Two of the scenarios anticipate expanded Iowa production of 37 fruits and vegetables so that they substitute directly for existing imported commodities for a quarter of the year. Both scenarios add a new industry where farmers directly market their production to consumers.The third and fourth scenarios examine the economic impact that would occur under a consumption-based consideration where all Iowans followed a diet including five or seven servings of Iowa-grown fruits and vegetables per day for three months of the year.