The Promotion Working Group of Freshfel Europe, chaired by Dr Laurence Swan, met in Brussels last week. Through this initiative, which fell close to today’s [April 7] World Health Day, Freshfel supports the many health organisations and nutritionists that already stress the importance of increased consumption of fruit and vegetables to combat obesity, heart disease and cancer.
Dr Swan said: “Freshfel recognises its general responsibility to promote fresh produce consumption in order to improve the health of the European consumer. Fruit and vegetables have a wonderful taste, are fun to eat and moreover, bring a myriad of proven health benefits. It is our task to communicate these assets to the consumer”.
The consumption of fresh produce in Europe has stagnated in recent years. Prompted into action by this, Freshfel Europe has completed its examination of existing promotion schemes across Europe, to identify and promulgate ‘winning’ messages and logos. In order to increase the efficiency of these messages and improve their consumer response, Freshfel may envisage moving towards the promotion of a single European logo for such schemes over the next few years.
The Freshfel Working Party has additional tasks on its agenda. Dr Swan added: “Freshfel is collecting international scientific data on the health benefits derived from increased fruit and vegetable consumption. We shall endeavour to relate these benefits to those upon State finances through the improved health of the general public should consumption be increased.”
In addition, Freshfel Europe - under the Promotion Working Group - will release updated information on consumption trends at its annual conference FRESH2004, jointly organised with Eurofruit Magazine. Fresh2004 will take place in Venice on 2-4 June 2004.
The President of Freshfel Europe, Kai Krasemann, welcomed the consensus and motivation among the experts of the Promotion Working Group. He concluded: “The consent among members indicates that the agenda that Freshfel has set itself is valid and needs to be continued as a priority for the association, acting as the Forum for the European Fresh Produce Industry.”
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