A three-year push to eat five pieces of different coloured fruit and vegetables a day in Italy has proven to be the best way of boosting consumption, according to producer organisation Unaproa.
The €5.6 million (£3.7m) campaign, which uses the slogan, ‘nourish yourself with the colours of life’, was part funded by the European Union and AGEA.
A study led by Professor Roberto della Casa from the University of Bologna showed that more than 77 per cent of respondents could remember the name and aims of the campaign correctly after 10 days.
A total of 56 per cent of consumers who did not eat five portions of fruit and vegetables a day said they would try to increase their intake on the back of the campaign, he added.
Unaproa president Fabrizio Marzano said: “The success of our campaign has clearly shown how important communication is for promoting fresh produce.
“The winning emphasis on colour has ultimately contributed to getting consumers of all ages on board.
“We must continue to educate consumers so they know that some elements, like fruit and vegetables, should never be missing from the table.”
The news is sure to interest the management board of the Eat in Colour campaign just launching in the UK.
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