Fresh produce industry association Freshfel Europe has put forward its plan for encouraging consumers across European markets to eat more fruit and vegetables, bringing together what it says is the first ever comprehensive guide to boosting demand for the products.
The plan, which comprises a set of proposals agreed by the organisation's more than 200 members companies and associations, has been announced today as a call to arms for industry stakeholders in the public and private sectors, who have until 25 January to endorse it.
Entitled ‘Stimulating fresh fruit and vegetable consumption for healthier European consumers’, the group's announcement outlines a variety of recommendations on how to boost fresh produce sales with accompanying best practices under five action areas.
The statement is divided into two parts: a framing paper that puts current fresh fruit and vegetable consumption levels in Europe into context; and a set of recommendations based on 44 individual points of action – accompanied by examples of best practice – designed to stimulate fresh fruit and vegetable consumption.
Freshfel Europe's general delegate Philippe Binard commented: 'This is the first ever comprehensive review of actions which could stimulate fresh fruit and vegetable consumption. Today, across Europe. the level of daily consumption is well below the minimum recommended by the World Health Organization as well as scientists and health professionals and this needs to change.
'Social, economic, environmental, communication and partnership actions are recommended in the joint statement and are directed at both public and private stakeholders within the agri-food and health sectors.”
The project represents the start of a collaborative effort planned for the coming 12 months and beyond. Led by Freshfel, and supported by its members and organisations endorsing the statement, its architects want to alleviate low consumption levels by ensuring innovative initiatives are undertaken in specific areas.
The association has been working on the joint statement throughout the past year, along with other agri-food and health stakeholders, as part of the European Commission’s 2018 round of so-called Thematic Networks, which form part of work carried out by the EU Health Policy Platform.
Stakeholders contributing to the development of the joint statement include the following organisations: Appic Santé, Aprifel, BEUC, Bord Bia, Copa Cogeca, ECDA, EFAD, EFCAM, EHN, EPHA, Eurocommerce, Euro Coop, EuroHealthNet and FoodDrinkEurope.
