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We want to promote the health benefits of fruits by increasing fruit consumption. Findings from studies about the health benefits of fruits are found in the National Institute of Fruit Tree Science and five other institutes, and these studies depended on research funds from the fruit industry. One of the valuable discoveries of those studies is that there are fewer lifestyle-related diseases found in people who consistently eat fruit. Another major finding is that high serum β-cryptoxanthin is associated with lower risk for lifestyle-related diseases (osteoporosis, diabetes, liver dysfunction, metabolic syndrome, and arteriosclerosis) among Japanese subjects. We founded two volunteer associations where we try to think of effective ways to communicate the health benefits of fruits, so that people can understand that fruits are beneficial foods for health and that they will be healthy by eating a lot of fruits. We must absorb carotenoids from fruits because they act as antioxidants against oxidative stress. [ABSTRACT FROM AUTHOR]