The Fresh Produce Consortium has welcomed the TV ad campaign. "This creates opportunities for support promotion activity throughout all sectors of the fresh produce industry and the FPC will continue to encourage its members to take full advantage of this opportunity to drive increased consumption of all fresh products," said FPC president Alan McCutchion.
But the consortium is also concerned that more back up action is required to alter eating habits permanently. "An integral part of the campaign for healthy eating and reduction of obesity in children is the National School Fruit and Veg Scheme," said McCutchion. "The FPC believes that the integration of the Bangor Project within schools is a vital element to achieve consistent consumption and enjoyment of fresh fruit and vegetables by children. The FPC continues in its endeavours to convince the DoH of the vitality of this initiative within its campaign in order to raise the funding to implement it within all schools.
"Whilst we are delighted with the concept of the TV adverts it is our view that the implementation of the Bangor Project will be more measurably effective and round the circle in the activities being driven within the government's 5-a-day project."
The Bangor Project is a successful scheme to encourage young children to eat more fruit and vegetables using a rewards and hero system developed by researchers at the University of Wales, Bangor.
Information on the 5-a-day programme is available from the DoH website at www.dh.gov.uk/healthtopics
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