Friday, June 29, 2012 by Lee Mannering
European fresh produce consumption effort focuses on kids
Last week via Fruitnet, I read about a new initiative from Freshfel Europe that uses a new public website aimed at children, parents, and teachers, focused solely a on spreading the message of enjoying fresh produce. The new site provides entertaining and educational games and activities for kids, along with special sections for parents and teachers to assist children in bringing closer the enjoyment of eating fresh produce. Parents will get first-hand suggestions on how to encourage fruits and vegetables in a child’s diet, but also on how to ‘Enjoy Fresh’ with tips for storage and handling and an exhaustive recipe list.
In a press statement, Freshfel Europe general delegate Philippe Binard stated: “As consumption continues to stagnate and even decline across Europe, it is important that Freshfel takes the lead to boost knowledge and image of the category. Freshfel will present this initiative also to DG SANCO of the European Commission as a commitment of the sector to the EU Platform for Action on Diet, Physical Activity and Health, further trying to boost the School Fruit Scheme.”
Freshfel plans to add additional content in the coming months to the site; you can learn more about their work thus far. Once the site has been up and running for a while, I’ll be curious to see how Freshfel is able to measure the site’s messaging, programs, and resources and connect those to increased fresh fruit and vegetable consumption in Europe.
Here in the U.S. we have a number of resources focused on increasing kids’ fruit and vegetable consumption. The kids’ section of Fruits and Veggies More Matters has a number of resources, including the FoodChamps.org site. In addition, a number of PMA members have invested in kids’ content on their own websites.
PMA’s consumer research from last year found that 40 percent of respondents said their spouse has a lot of influence on fresh fruit and vegetable purchases while one quarter mentioned their children as strong purchase influencers.
And as a parent, my daughter has definitely influenced our produce purchases, which are both good for business and good for health.
What do you think about consumption efforts like these? Share your thoughts in the Increasing Consumption Community on PMA Xchange.