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Researchers Susan Dumbrell, from Northern Sydney Central Coast Health Promotion Service, and Deidre Mathai, Nutrition Department Royal North Shore Hospital, conducted an exploratory study to investigate why many Australian men don't eat the recommended amounts of fruit and vegetables.

The researchers asked groups of 18-25 year-olds and 26-40 year-olds about what influenced their fruit and vegetable intake. In their paper, 'Getting young men to eat more fruit and vegetables: a qualitative investigation', they identify a number of factors affecting consumption: * unreliable quality * lack of time * not convenient * poor image of fruit and vegetables * traditional gender roles * 'invincibility' to health risks * lack of appropriate marketing and information. The findings, to be published in the December issue of the

Health Promotion Journal of Australia, also revealed that participants were eager to explore ways to promote fruit and vegetables. Some of the suggestions include featuring cooking methods popular with men, such as barbecuing and promoting fruit in fast food outlets.

“Liking fruit isn't seen as part of young men’s culture,” co-author Susan Dumbrell said. “But encouraging parents to involve their sons in food preparation may influence their vegetable intake.”

The younger men also suggest giving fruit and vegetables more interesting names, packaging them to enhance their appeal and supported the idea of modified tastes and textures. The majority of the participants agreed that media and marketing strategies involving attention-grabbing, positive and humorous messages would be most effective.

Both age groups put forward the idea of shaping the message around the theme of a man appealing to a woman through food preparation.

The study also revealed young men to be more interested in the immediate benefits of vegetables and fruit (that they can enhance appearance or physical fitness, rather than the long-term health benefits).

"To explore suggestions of product revamping and packaging so as to increase appeal to young men, food industry involvement would be most beneficial," said the researchers. "Small, smartly designed consumer packs could be marketed through convenience stores, in sporting venues, universities and workplaces. To address environmental concerns, packaging could be constructed of sustainable materials."