Government's fruit and veg incentive is a lemon

As reported in the Observer, the British government is proposing to give a grant of £120 to pregnant women:

"All expectant mothers are to be given a one-off payment of around £120 that they will be encouraged to spend on fresh fruit and vegetables as a way of protecting their children from diseases and incurable conditions later in life."

Not only is this totally misguided from a health and nutrition viewpoint, but from a motivational and incentives perspective it is hopelessly flawed.

Not only is this totally misguided from a health and nutrition viewpoint, but from a motivational and incentives perspective it is hopelessly flawed.

"The payment - the first by a government that is allied to a specific health target - would be given to women when they are seven months pregnant. It would be linked to them receiving professional health advice on how to maintain a proper balanced diet, and give up drinking and smoking."

Unfortunately, as it is a cash payment, it means the money could just as easily be spent on booze and cigarettes. Being a one-off payment during the seventh month of pregnancy will do little to counteract a poor diet in the preceding month. Fruit and veg might be good for you, but they are not a magical elixir that can undo years of poor diet. The Observer article continues:

"There is also little published research to show that a financial incentive, combined with nutritional advice, is sufficient to persuade mothers from the most deprived areas to change their lifestyle."

This government badly need some advice on incentives. They need to understand that, as previously discussed, not only is cash a very poor incentive, but motivation comes from regular, sustained activity, not one-off payoffs.

What would be more likely to achieve the result the government want? A one-off £120 cash payment, or a monthly box of organic fruit and veg from a home-delivery box provider such as Abel and Cole, accompanied by supporting information and literature?