Most of us are hard-wired to believe that it costs a lot to eat healthy. Organic price labels reinforce this, as do stores such as Whole Foods, renowned for their healthiness and their high prices. In actuality, it’s not always the best idea to trust our intuition when it comes to food. Just like the assumption that unhealthy food is tastier than food that’s good for you, the notion that healthy food must cost more has little basis in reality. Instead of reaching for the more expensive product or trusting your unreliable intuition, think critically about your next food purchase.

Key Takeaways:

  • It can be difficult to measure the relationship between the price of a food and how healthy it is.
  • Media and the food markets have primed people to believe that healthiness comes with a hefty price tag.
  • Healthy foods don’t necessarily have to cost more, so we should think critically about our purchases rather than going off intuition.

“Discussions around food deserts – low-income geographical areas with limited access to affordable nutritious foods – also suggest that healthy foods are indeed more expensive than unhealthy ones.”

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