Business consultant Anthony Levy will chair the EiC campaign management board, which will oversee the initiative being managed by Bray Leino PR.
Levy, pictured, is a senior visiting fellow at City University’s Bass Business School and holds several non-executive directorships in the energy, environmental services and health sectors. He started his career with Esso and has held senior positions in retail and industrial marketing. He has counted retailers, trade associations and professional services firms among his client base and is also a member of the Council of Energy Institute.
“I bring experience of working with a broad range of stakeholders and a consumer view point, rather than the perspective of one part of the industry, to Eat in Colour,” Levy told FPJ.
“Bray Leino PR was appointed after a full search and selection process and the board felt unanimously that they are the people to take the campaign forward.”
EiC has secured financial backing from all sectors of the industry, namely producers, packers, importers, wholesalers, foodservice operators and Asda, Somerfield and Tesco in the multiple retail trade.
The next step is a major planning meeting on October 20 and the campaign’s course of action is likely to be presented to the trade press in November.
“The public face of the campaign will be launched in the new year,” said Levy. “The core aim will be to build confidence and inspire use by driving home the idea that fruit and vegetables are delicious, easy to prepare and nutritious,” said Levy. “Helping parents in encouraging their children to eat more fruit and vegetables is also a key element.”
Levy believes the generic campaign will succeed where others have failed in the past because of three key elements. “The first thing in our favour is the breadth of support that we have from the industry,” he said. “Second, there is a better, broader environment in terms of healthy eating and it is helpful to have that background of increased interest in healthy eating. But third, our focus will be on fruit and vegetables being fun and enjoyable and people wanting to eat them rather than thinking they ought to eat them.”
The EiC board has 10 other members: Michael Velasco, acting FPC president and FPC ceo Nigel Jenney, who will act as secretary. It also includes Martin Beckenham, chief executive of the Horticultural Development Council, which is running its own generic campaign, Dickon Poole of JP Fruit Distributors, Laurence Olins, Poupart md and chair of British Summer Fruits, Alan Owens, chairman of Greenvale, Susie McIntyre, md of Kettle Produce, Steve Harrison, md, wholesale and foodservice at Redbridge, Giles Gravatt of Tesco and Nick Scrase of Asda.
Bray Leino PR has carried out work on British asparagus as well as on Foods From Spain citrus promotions. Olins, who was on the panel that selected both Levy and Bray Leino PR, said: “I am very pleased with both choices and think they will bring a fresh approach to the way in which we conduct a generic campaign.
JP’s Poole added: “There are so many things going on at the moment with 5 A DAY, and a big push on obesity, it will be a challenge to touch base on all these and find a common theme.”
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