Fed. dietary guidance advises Amer. to consume more fruits and vegetables (F&V) because most Amer. do not consume the recommended quantities or variety. Food prices, along with taste, convenience, income, and awareness of the link between diet and health, shape food choices. The authors estimate the avg. price of a pound and an edible cup equivalent of 153 commonly consumed fresh and processed F&V. They found that avg. prices ranged from less than 20 cents to more than $2 per edible cup equivalent. An adult on a 2,000-calorie diet could satisfy recommend. for F&V consumption in the 2010 Dietary Guidelines for Amer. at an avg. price of $2 to $2.50 per day, or approx. 50 cents per edible cup equivalent. Illus. A print on demand report.