What's Hoppin' in Hoptown?: Examining Fruit and Vegetable Consumption Among Hopkinsville's African American Community

Cardiovascular disease is a concern nationwide and disproportionately impacts African Americans residing in the American South. However, this condition can be assuaged by consuming a diet of fruits and vegetables. Utilizing the social ecological model, this study explored the community, interpersonal, and intrapersonal factors that predict fruit and vegetable consumption in Hopkinsville, Kentucky, a small rural city which possesses one of the largest populations of African Americans in the state. Using data from social transect walks and a formative research survey (N=174), this study also sought to discover the best methods to communicate with Hopkinsvillians to improve their diets. Results show that despite some barriers (i.e., cost of quality foods, perceived lack of access to fresh food stores), Hopkinsvillians tend to view fruit and vegetable consumption positively. In addition, family and friends provide interpersonal support to those wanting to eat healthier. The study reveals that communicators must consider all levels of the social ecological model to produce effective health messages.