An increasing number of people have at least one meal away from home, making use of public or private foodservices. Special groups of consumers, namely children and an increasing number of elderly spend most of the day or even the whole day in institutions. In this context industrial kitchens need to prepare and cook large numbers of meals in a short time, often without enough staff, equipment or even physical conditions. At the same time consumers became more health conscious about their food choices and developed a higher interest in freshconvenient products with reduced use of chemicals. Reliable information on nutritional value of these kinds of products is also necessary to promote consumption in all kind of consumers. Incorporation of the concept of brand labelling, market segmentation and quality assurance must be part of food company management. INTRODUCTION In the last decade a tremendous revolution occurred within the family structure. The inclusion of women in the labour force has caused a radical change in the life style, characterized by a reduced time to prepare healthy meals (Poulain, 2002; INE, 2003). Trends in industrialized countries include rising purchasing power, aging population and smaller households. These developments could prompt changes in the demand for food away from home that will affect both, the supply of restaurant foods and services as well as the diet and health of the consumers who demand those items (Stewart et al., 2004). The new economic model of household behaviour holds that the costs of consumption can include prices as well as time spent eating food, preparing food, and cleaning up after a meal or snack. A household must therefore decide whether to spend time on all aspects of the activity of eating a meal (i.e. prepare food at home) or outsource some aspects like preparation and cleaning up (i.e. purchase food away from home). The final decision depends on many factors, including the household income, the opportunity cost of its manager’s time, and how well the household can cook. Other factors influencing this aspect include number of people in the household, education level of the household manager, region of residence and race and ethnicity (Stewart et al., 2004). Households with higher incomes tend to spend more on products and services, including leisure, variety, and dining amenities. Food away from home is a form of leisure, when considering leisure as time spent outside of both the labour force and household production. A married couple with children is likely to have different preferences and preparation capabilities than a single person household. On the other hand, members of single-person households may be more likely to socialize and date than members of a traditional family. A household’s structure can have significant implications for how it buys and prepares food (Stewart et al., 2004). An increasing number of people have at least one meal away from home, making use of public or private foodservices. Special groups of consumers, namely children and 265 Proc. IC on Qual. Manag. Fresh Cut Produce Eds.: S. Kanlayanarat et al. Acta Hort. 746, ISHS 2007 an increasing number of elderly spend most or all of the day in institutions. In this context industrial kitchens need to prepare and cook large numbers of meals in a short time, often with limited staff, equipment and physical resources (Rocha et al., 2003). At the same time consumers have become more health conscious about food choices and have developed interest in fresh, convenience products (Reed et al., 2004). CONSUMPTION OF FRUITS AND VEGETABLES AND HEALTH Despite the increasing knowledge about the health benefit of diets high in fruits and vegetables, data show that Americans consume only half as much as recommended by the Food Guide Pyramid. Vegetable consumption is close to recommendations, although French fries, potato chips, and iceberg lettuce – vegetable forms that are either high in fat or low in nutrients – constituted a third of total daily vegetable servings (Putnam et al., 2000). One argument for not consuming recommended levels of fruits and vegetables is that they are expensive, especially when purchased fresh (Reed et al., 2004). Since many fruits and vegetables contain much that is non-edible in the purchase weight, cost per kg may not be a good indicator of cost per kg consumed. However, fresh fruits and vegetables may be less expensive to eat than minimally processed ones. For some consumers, this price difference may be a small price to pay for the convenience, i.e. the value of longer shelf life, ease of preparation, and greater availability associated with processed forms (Reed et al., 2004). Dietary patterns in Eastern and Northern European countries are distinct from those of the Southern European countries bordering the Mediterranean Sea (Naska et al., 2006). The concept of the Mediterranean diet has been around since the mid 1940s and it is now well accepted that a dietary pattern based on fruit and vegetables, bread and other cereals, olive oil and fish is good for health (Martinez-Gonzalez et al., 2002; Schroder et al., 2002). The trends reported in most industrialised countries include increases in the consumption of fruit and a decrease in the consumption of fat-containing foods. However, in Southern European countries, traditionally characterized by a ‘Mediterranean diet’, opposite and less favourable trends have been reported (Marques-Vidal et al., 2006). In Portugal trends indicate that it is moving away from the traditional Mediterranean diet (Rodrigues and de Almeida, 2001). Dietary intakes have changed dramatically over a decade in Portugal, for example, among adults under 65 years. The average number of daily meals and the consumption of soup and fish have decreased, the consumption of meat, vegetables and milk has increased, the consumption of pasta, potatoes and rice has remained approximately constant and the consumption of fruit has decreased slightly between 1995 and 1999 (Marques-Vidal et al., 2006). A growing body of research shows that fruits and vegetables are critical to promoting good health (Steinmetz and Potter, 1996; Schroder et al., 2002; Gonzalez et al., 2002; Fruit and vegetable policy in EU, 2005; Lock et al., 2005). To consume recommended quantities, most people need to increase consumption of fruits and vegetables (Tables 1 and 2). Fruits and vegetables contain essential vitamins, minerals, and fibre that may help protect consumer from chronic diseases. According to Sjostromm et al. (2005), the average consumption/availability of vegetables and fruits, excluding potatoes and vegetables and fruit juices, must be considered as an indicator for monitoring public health nutrition. Those who eat more generous amounts as part of healthful diet are likely to have reduced risk of chronic diseases, including stroke and perhaps other cardiovascular diseases, and certain cancers (Steinmetz and Potter, 1996; Schroder et al., 2002; Lock et al., 2005; Sjostromm et al., 2005). Nutrients should come primarily from foods such as fruits and vegetables which not only contain the vitamins and minerals that are found in supplements, but also other naturally occurring substances that may help protect from chronic diseases (Lock and Pomerleau, 2005). Many diseases such as cardiovascular diseases, certain types of cancer, obesity, and diabetes are linked to dietary behaviour and the associated costs are high. According to the World Health Organization (WHO, 2002), diet related diseases account for more than 3 million premature deaths each year in Europe. The risks of dietary inadequacies