European fresh produce trade body Freshfel launched its new pan-European healthy eating logo at Fruit Logistica in Berlin this week as, in the UK, research came to light of new-found health benefits of fresh produce.
Freshfel hopes that the logo, right, will end confusion at consumer level and prove a worthwhile endorsement for campaigns to increase consumption and promote fruit and vegetables across Europe.
“Different logos are used across Europe, which creates confusion at consumer level as products circulate freely in the internal market,” said Laurence Swan, chairman of Freshfel’s working group on promotion. “In the current environment the consumer will not take the time to investigate what each one of the logos stands for and will therefore probably ignore the messages and may in confusion decide not to buy or to buy less.”
Swan said the logo is not intended to replace existing initiatives in member states but that its adoption should be gradual for the greater good of the industry across the Continent.
“We hope our members will introduce it over a period of time as current national campaigns using other logos run out and new promotional programmes are put in place, so that it becomes better known,” said Swan. “A lot of countries have their own logos and campaigns - in France, Spain, the Netherlands, for example - but we are missing an opportunity in some countries in northern Europe where there is no campaign or logo. There is already a good indication within the industry that many bodies could be prepared to adopt a new single logo in the medium term.”
The new symbol depicts an edible plant of no particular type or origin indicated by the leaves at the top. And the shape is designed to be loosely interpreted as a heart and therefore linked to health. The human outlines are of different sizes to show that the products are good for people of all ages.
Meanwhile, research carried out by a team at London University and published in medical journal The Lancet last week has shown that eating more than five portions of fruit and vegetables a day could cut the risk of having a potentially life-threatening stroke by as much as 26 per cent. The study surveyed more than 250,000 people in Europe, the US and Japan.
“Our analysis demonstrates that a higher intake of fruit and vegetables is associated with a lower risk of stroke,” said research team leader Feng He. “The average intake in most developed countries is about three servings a day. Our results provide strong support for recommendations [to eat five or more a day]. If these goals were achieved, stroke morbidity and mortality would be greatly reduced.”
A department of health spokesperson said: “We are well aware of the links between poor diet and ill health including…stroke…We are working across government, with the food, leisure and sports industries and consumer organisations to help children and adults lead healthier lives.”
But the department refused to be drawn on the lack of a joined-up approach by government which last year saw major multiples prosecuted for health benefit claims on fresh-produce labelling.
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