What about those who have no control, like children? They have to eat what their parents can afford, and what they are given. Or just the plain fact that fresh fruits and veggies are more expensive and perishable than canned, and not everyone can afford fresh all the time. So one month I'm being charged $80, then I'm going to be charged $100 when I can least afford it (because I can't afford the 'healthier' fruit at this time?). Or people who are born with health problems that fruits, veggies, and biking to work won't fix... like sickle cell anemia?
Isn't that what many Insurance companies already do? I'm talking about the Health Coaches, etc. that call to follow up on your ongoing health problems, the nrutitionists that are available for consultation, chiropractors who are already a part of many insurance coverages, many companies also already offer benefits for fitness clubs, weight management, etc. They cannot, however, make people utilize them... we must actually pick up the phone and make a change.