We qualitatively examine the grocery shopping behaviours and fruit and vegetable consumption of low-income families participating in the Brighter Bites program in Houston, Texas.

We used a single-group observational study design. We used (1) purposive sampling of schools and (2) convenience sampling of parents/caregivers to recruit participants. Research staff conducted three face-to-face qualitative focus groups in Spanish and English. Transcripts were coded using deductive and inductive reasoning.

Three elementary schools serving low-income families in Houston, Texas, in February-May of 2022.

Brighter Bites parents/caregivers from the 2021–2022 school year.

Three primary themes emerged: (1) child involvement in grocery shopping – most parents/caregivers shop with their children. Children sometimes bring their own grocery lists, select their produce or help by counting produce; (2) the importance of balancing quality and affordability of fruits and vegetables purchased – both when selecting stores and choosing produce; (3) exposure to new varieties and higher quality of fruits and vegetables through Brighter Bites programming – parents/caregivers reported purchasing new fruits and vegetables as a result of participating in Brighter Bites.

Findings can inform nutrition education programming and policies targeting fruit and vegetable consumption for low-income families. Child involvement may be a good target for nutrition-based behaviour change programs. Nutrition programs and policies should consider both produce affordability and quality. Exposure and opportunities to try new fruits and vegetables can lead to future purchases of new produce. Findings can also inform grocery stores’ efforts to understand low-income families’ purchasing habits, preferences and priorities.