Freshfel Europe has used its Annual General Meeting to launch a new public website aimed at children, parents and teachers, with the 'Kids Enjoy Fresh' site engaging directly with young consumers and spreading the message of enjoying fresh produce.
By clicking on www.kidsenjoyfresh.eu, visitors can access a wide range of entertaining and educational games and activities, with special sections for parents and teachers to assist children in bringing closer the enjoyment of eating fresh produce.
'I am more than pleased that Freshfel is today filling a real gap on a European scale, presenting fresh produce to the youngest as a wonderful part of their diets,' said Philippe Henri, newly-appointed president of Freshfel Europe. 'It will benefit the sector while improving knowledge about the great products we are dealing with.
'I am therefore inviting everyone to join forces with Freshfel and bringing the ‘Enjoy Fresh’ concept closer to consumers and work together for the common benefit of the sector but also for our society,' he added.
On the site, 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.
'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,' noted Philippe Binard, general delegate of Freshfel. '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 explained that all sections of the website would be regularly complemented by additional content and features over time.
With kidsenjoyfresh.eu we are bringing our ‘Enjoy Fresh’ concept to the next level,' added Sebastian Kruse, Freshfel’s communication policy adviser. 'We have seen some great success in the last one and a half years, as our initiative has been well received and is having a positive impact on the image and visibility we are giving to fresh produce and its sector on a European level.
'We are however not resting on our laurels but gearing up our activities as we are indeed facing an ongoing challenge. Having a truly holistic approach in mind, ‘Kids Enjoy Fresh’ offers therefore a huge potential in the long-run which will truly boost the category and the sector behind.'
