This study examines the direct economic benefits and costs of Californian consumers adopting four alternative recommended diets: the very minimum 5-a-day recommendation for fruits and vegetables, the 5-a-day commodity sub-group recommendations for a cancer prevention diet, the 7-a-day minimum recommendation for men and active women, and the 7-a-day commodity sub-group recommendations for a cancer prevention diet.
See full PDF article here: An Analysis of the Costs and Benefits to Consumers and Growers from the Consumption of Recommended Amounts and Types of Fruits and Vegetables for Cancer Prevention (Final Report prepared for the California Department of Health Services Cancer Prevention and Nutrition Section) by Karen M. Jetter, James A. Chalfant and Daniel A. Sumner, 2004.