Previous smaller studies suggested a diet rich in lycopene might offer some protection, findings that spawned a huge research and marketing effort.
H.J. Heinz lobbied the U.S. Food and Drug Administration to allow it and other tomato processing companies to make health claims on labels. The FDA only allowed them to say that "very limited and preliminary research" suggested eating half to a cup of tomatoes or tomato sauce each week might reduce the risk of prostate cancer.