The dietary guidelines of most developed countries include one that promotes the intake of fruits and vegetables. In most of these countries, fruit and vegetable intakes are well below the recommendations made by the relevant health bodies, and in recent years, several intervention initiatives have been undertaken to address this issue. To date there has been limited success. This article describes current fruit and vegetable intakes in Australia, a country with an abundant and relatively inexpensive supply of these foods, and attempts to understand why intakes still fall below recommendations using research into our knowledge of the psychosocial determinants of fruit and vegetable intake and how this might be limiting the effectiveness of intervention strategies.