A one per cent increase in the number of children eating 5 A DAY would translate into a £500,000 boost for the horticultural industry.
That is according to Professor John Price, Master of theWorshipful Company of Fruiterers and a retired paediatrician, who was speaking atthis week's National Fruit Show Conference where he cited the latest figures from the Horticultural Development Company (HDC).
The figures state that, currently, 10 per cent of the UK’s 12 million children reach the 5 A DAY target, while the UK still has the highest obesity rate in western Europe. In addition, there would be a £78 billion annual boost to the UK economy from a 20 per cent reduction in obesity-related deaths and illnesses.
Price stressed the horticultural industry should work more closely with medical studies and experts.He said: “The 5 A DAY campaign has not been successful, broadly speaking. If children know how the fruit is grown they will eat more of it. Taking them to markets or farms would work. What we need to do is engage them.”
Price highlighted the success of long-term health campaigns targeting children such as Food Dudes, which rests on principals of engagement and sustainable healthy eating habits. The scheme, run by Bangor University, uses cartoon heroes as role models, repeated tasting and rewards to encourage children to eat more fresh produce.
“This is the only project to conclusively show an increase in fresh produce intake sustainably. The study worked across all socio-economic groups, it was consistent across all primary school ages, and it was shown to alter parental buying behaviour,” he said.
“There is a need to find a sustainable customer base for fresh produce and improve the health of the nation.”
