The objectives of this descriptive study were to establish the benefits and barriers perceived by adolescents for consuming fruit and vegetables, and to determine gender differences. A random sample of 829 adolescents attending public secondary schools in Matamoros, Tamaulipas was recruited (398 were males, and 431) with a mean age of 13.11 +/- 0.93 years. A scale of benefits and barriers for consuming fruit and vegetables was used. The most important perceived benefits for males were: "I'd take care of my health eating more fruit and vegetables" (4.24 +/- 0.99), "I like the taste of fruit" (4.21 +/- 1.06), and "eating fruit and vegetables would give me more vitamins and minerals (4.20 +/- 1.07). For females the perceived benefits were: "I like the taste of fruits" (4.48 +/- 0.81), and "I'd take care of my health eating more fruit and vegetables" (4.41 +/- 0.91). Adolescents of both genders, pointed out as barrier pesticides in fruit and vegetables (3.14 +/- 1.31 for males and 2.97+1.22 for females). Findings showed that perceived benefits and barriers have differences by gender. Females perceive higher benefits 24.25+9.15 (p = 0.001). Males perceived higher barriers 24.94 +/- 7.28 (p = 0.001). In conclusion, benefits and barriers are different by gender. Given the great cultural diversity in Mexico, these findings in students residing in this border city must be validated with similarly designed studies.