Purpose. An audience-centered approach was used to develop valid and reliable scales to measure adult self-efficacy to eat fruit and vegetables. Design. Cross-sectional survey of a national population. Setting. New Zealand. Subjects. A sample of 350 adults ages 25 to 60 years was randomly selected from a nationally representative sampling frame. Overall, 231 questionnaires were returned, producing a 72% response rate. The mean age of subjects was 42.7 years; 58% were female; 80% were of European descent; 11% were indigenous Maori. Measures. The 76–item, self-administered questionnaire collected data on demographics, fruit and vegetable intakes, stages of change, decisional balance, and self-efficacy (24 items). Analysis. Principal components analysis with oblimin rotation was performed. Results. Principal components analysis yielded three distinct and reliable scales for self-efficacy to eat “vegetables, ” “fruit, ”and “fruit and vegetables” (Cronbach α = .80, .85, and .73, respectively). These scales were correlated, but only the “vegetable” scale was positively correlated with the “fruit and vegetable” scale (Kendall tau r = 0.30, −0.26 [fruit, “fruit and vegetables”], −0.38 [fruit, vegetable]). As predicted, self-efficacy was associated with intake (r = 0.30 [fruit], 0.34 [vegetables]). Conclusion. Assuming the factor structure is confirmed in independent samples, these brief, psychometrically sound scales may be used to assess adult self-efficacy to eat fruit and to eat vegetables but not self-efficacy to eat “fruit and vegetables. ”