Fresh produce association Freshfel has said that Europe is still waiting for the full and effective implementation of the bloc's new School Fruit Scheme, despite the project kicking off at the beginning of the 2009/10 school year.
Speaking at the Management Committee for the Common Organisation of Agricultural Markets on Fruit & Vegetables this week, Freshfel's general delegate Philippe Binard told delegates that substantial concerns remained regarding the sound implementation of the scheme and the appropriate communication policy around it.
During Mr Binard's presentation to the Committee, he gave an overview of the association's feedback and concerns regarding the scheme, stressing that health aspects should remain the core of the programme, covering a diversified range of fresh produce.
'There is a lack not only of clarity and detailed information for some national strategies, but also centralised and consolidated information of programmes at the EU-level is missing,' said Mr Binard. 'The School Fruit Scheme is a unique opportunity for a public-private partnership where all expertise available should be used.
'Schools, the fruit and vegetables sector, the scientific and health community, programme managers, as well as the national and European public sector all have the input and experience to provide for the success of the programme,' he added.
Freshfel president Ramon Rey noted during the meeting that the scheme could become an essential tool in the fight against obesity in Europe, and, as such, the careful selection of the fresh produce to be used in the scheme was essential as children get used to new tastes and textures and eventually change their eating habits.
Meanwhile, Freshfel expressed concerns about the communication of the scheme to relevant parties, adding that the full agreed budget of €1.3m should be used to secure good functioning and awareness of the project. Messages that had been delivered to young consumers so far, such as the Tasty Bunch campaign, had sent confusing and misleading messages, according to Mr Binard.
'The Tasty Bunch campaign is misleading and confusing. A balanced diet cannot be reached by eating only selective products of the food pyramid,' he said. 'Freshfel advocates the Commission to refocus its strategy and move towards a dedicated communication policy. This is particularly relevant for the School Fruit Scheme to reach greater levels of awareness by schools, teachers, students and the general public.'
