Delegates at the final session of the conference learnt that the campaign, which focuses on the pleasure of fresh produce, has reached 24 million print readers, 15m radio listeners and 10m online readers, but more support is needed if the fresh produce market is to achieve its growth potential.
EiC chairman Anthony Levy and pr consultant Dom Lane, who is running the campaign, for EiC presented the industry with the figures and DVD evidence of how the campaign is working for target families in the C2D consumer bracket.
“Since the presentation, we have had two suppliers to the industry approach us and two other companies from within the UK supply chain who are interested in recommending support for the campaign to their board of directors,” said Levy. “It is very encouraging.”
Delegates witnessed how families signing up to the Eat in Colour Challenge have managed to change their behaviour around fresh produce consumption and increase their intake dramatically with support from the campaign team. “The key pr message is simple,” said Lane. “Fruit and vegetables are the quick, easy, tasty and inexpensive route to healthy eating.”
And the most important part of the campaign has been keeping recipe tips and suggestions simple, realistic and practical without preaching. The results have been encouraging with families improving their diets permanently and increasing their fresh produce spend in a matter of weeks.
“This is just the first year of at least a three year campaign,” said Levy. “There is a lot more we want to do but we do need more support…If we don’t take responsibility for growing our own market, who will?”
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