This year’s All Day Long campaign in Belgium is set to kick off during Fruit and Vegetable Week, which is scheduled for 21-27 March.
The campaign aims to encourage consumers, particularly young adults, schoolchildren and teenagers, to increase their consumption of fruit and vegetables through the use of recipes and practical hints, and is supported by the entire sector, including the Belgian auctions, importers, retailers and wholesalers.
According to research conducted in June last year by InSites, the All Day Long campaign appears to be having the desired impact since its launch at the end of 2008, with 70 per cent of respondents recognising the campaign and its message.
In addition, 39 per cent of respondents thought the campaign had a positive influence on opinions about fruit and vegetables, while 35 per cent said the campaign actually led to higher consumption of fruit and vegetables.
