A short-term European Union healthy eating campaign for children will fail to deliver long-lasting benefits, according to the UK-based fruit and vegetable trade association Fresh Produce Consortium (FPC).
In a statement, the FPC said that EU schemes will not enjoy sustained success as they do not tie in with existing UK schemes to maintain healthy eating habits among children.
'We recognise that the EU's healthy eating campaign and 'Tasty Bunch' road show will introduce some people to enjoying fresh fruit and vegetables over a short period,' said Nigel Jenney, chief executive of the FPC. 'However, the EU appears to be funding and launching a higly disjointed campaign across EU member states, with an apparent lack of engagement with the government and the fresh produce industry here in the UK.
'Consequently this campaign in likely to miss the mark in fighting childhood obesity,' he added.
Mr Jenney noted that it is vital healthy eating initiatives are sustained and supported through local and national schemes to ensure that healthy eating habits among young children are properly established.
'It's frustrating to see a lack of integrated strategy from the EU through to national governments which would have delivered better value and ensured a lasting impact on our children's diets, rather than a 'flash in the pan' campaign,' Mr Jenney said. 'We believe that in the UK this EU funding should have gone to support already successful initiatives such as the SchoolsFruit and Veg Scheme, the Change4Life campaign, and current trials of Food Dudes. We shall be seeking assurances from the EU that it will coordinate more effectively in the future.'
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