After many months of preparation and planning, the fresh produce industry’s Eat in Colour campaign has been launched to consumer media today, so keep a look out for coverage in national and regional papers and on regional radio stations.
The Eat in Colour website is also now live and awaiting your visit at www.eatincolour.com. It includes features such as: an A-Z of tips and advice on enjoying fruit and veg; a did you know? section; cooking tips and recipe suggestions; and links for the trade and press.
Nigel Jenney, chief executive of Fresh Produce Consortium, said: “Today marks the beginning of a big media push to see coverage around the Eat in Colour message that enjoying great tasting fruit and vegetables is the quick, easy and inexpensive route to a healthy and colourful diet.
“And don’t forget, Eat in Colour would welcome new supporters - the more funding it receives, the greater the impact it can make and the bigger the benefits to everyone in the fresh produce industry.”
The Eat in Colour campaign starts with a challenge for consumers - switch £5 of your weekly grocery bill from convenience foods to fruit and veg. Eat in Colour chairman Anthony Levy says:“By encouraging shoppers to give their baskets a colour makeover and providing 'bright' ideas on how to serve up more fruit and veg, we can help even the most unaccomplished cook provide themselves and their families with a feast of healthy food.
“For a great many of us the prospect of slaving over a hot stove for an hour after a busy day is simply too much - it just seems easier and cheaper to take the readymeal route, but healthy eating needn't be an ordeal. Eat in Colour is all about making sure fun and flavour is on the menu. It's about bringing colour to family mealtimes with easy ways to include fruit and vegetables alongside our favourite dishes.'
The campaign is supported by Tesco, Asda, Somerfield and leading suppliers, wholesalers and growers.
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