Dr. Muireann Cullen:

While that is the behaviour, we must send the message that people can buy cheaper cuts of meat and still reduce the fat content through the way they are cooked. The same applies to frozen fruit and vegetables. Fresh can be more expensive, although it depends on where one shops and what is available. Frozen fruit and vegetables are not as expensive and one need only use what one needs without wasting anything.

The message must be that healthy eating need not be too expensive or require the freshest food available. Often, frozen foods can be more nutritious, in that they are flash frozen immediately after being picked instead of sitting on shelves during transport and losing nutrients every day. It is just a matter of shopping wisely and encouraging people to make better choices.