(Aug. 7) Perhaps it is easy to buy into to the common thinking consumers pay no heed to nutrition labels.

In fact, that thinking goes, anything that tries to make a connection between “good for you” and fruits and vegetables is a nonstarter for today’s indulgent consumer.

There is no doubt that taste is indeed important in respect to consumer choices of fresh produce. The fiber content of a bing cherry is not what moves the consumer to action, we can agree.

At the same time, nutrition is one of the best selling points of produce, compared to other food groups, especially as the Baby Boom generation considers its mortality.

Apples, celery, sweet potatoes, oranges, pears and scores of other produce items all have multiple nutritional attributes to commend themselves for.

These healthful attributes — not to mention the absence of fat — look wonderful next to grab-and-go foods such as burgers and fries.

The latest Food and Drug Administration revision of nutrition labels was released July 25, and it will be at least four years before the next set of label guidelines will be issued.

In the interim, commodity associations and companies should budget research dollars to keep their nutrition labels up to date. They should also consider how further research into the health benefits of produce can be infused in marketing efforts in the years ahead.

Importantly, retailers should step up efforts to display nutrition labels in their merchandising efforts.