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A randomized field trial compared the effectiveness of three types of printed educational materials designed to increase nutrition label reading. Adult primary care patients (n=915) from four health centers in Missouri were recruited from the lobby while waiting to see a doctor. Participants completed a baseline assessment and were randomly assigned to one of three intervention groups or to a control group. A three‐month follow‐up questionnaire was mailed to participants’ homes. Printed materials were either tailored and personalized, general and personalized, or general and non‐personalized. Main outcome measures were patients’ recall and ratings of the nutrition education materials, and self‐reported use of nutrition labels. Chi‐square analyses compared rates of recall and ratings of the materials across the four study groups. Multiple logistic regression was used to identify group differences on each outcome. Results and conclusions are discussed.