The British Growers Association has called on the fresh produce industry to throw its weight behind the new Veg Power marketing fund and help make a difference to children's health.
The fund, launched this week with the backing of celebrities including Jamie Oliver, aims to crowdfund £100,000 to spend on advertising positive messages around vegetables to kids.
Jack Ward, chief executive of British Growers, said: “Research shows that 80 per cent of children in the UK are not eating enough veg. The Food Foundation is leading a campaign to do something about this and British Growers has been behind this initiative from the outset. It has already achieved great things in engaging with retailers, and this is a fantastic opportunity to influence the next generation of potential veg consumers.
“As an organisation we are putting our money where our mouth is and pledging support through the crowdfunding page. I would urge all those associated with or involved in the fresh produce industry to do the same.”
