(Oct. 21) The weight-loss industry always says it takes time to see the effects of a sustained diet and exercise program. People don’t lose 10 pounds a week unless they’re starving or lose a limb.

That same principle applied by a recent study debunks the thought that eating fresh fruits and vegetables as part of a healthier diet is more expensive.

A new study in the Journal of the American Dietetic Association finds that after a year on a healthier diet, which of course includes fruits and vegetables, the average family was spending the same or less on its weekly groceries than before.

That means produce industry leaders, especially groups like the Produce for Better Health Foundation, Wilmington, Del., have new ammunition with which to hit U.S. consumers.

Most consumers are highly motivated in their food purchases by taste, convenience and price. That combination has allowed the fast-food industry to dominate our culture.

Now produce marketers have evidence to claim the same three attributes — plus health benefits.