Fruit and vegetables are considered to be important means of preventing cancer through diet. However, several recent large prospective cohort studies and clinical trials have found no associations regarding several major cancers, including cancers of the colon, breast and stomach. Although these results are disconcerting, especially for health-conscious individuals, there is also mounting evidence that people who avoid fruit and vegetables completely, or consume very little, are indeed at increased risk of these cancers. These individuals in particular should be identified, with the goal of helping them find ways to include more fruit and vegetables in their diets.