7 age-stratified focus groups were undertaken with Australian men aged 18-40 years. The participants discussed factors influencing their consumption of F&V, and identified potential approaches to promote these foods to young men. Factors affecting the consumption of F&V included taste and satiety, perishability, ‘invincibility’ to health risk, passive consumption of foods, and the low ranking of F&V in men’s culture. The younger men (18-25 years) were more likely to report socio-cultural barriers. Their recommendations include product revamping and packaging for fruit.