In order to increase the consumption of fruit and vegetables in Europe, the health benefits must be well-publicised, and the recommendations converted into easy-to-understand messages for consumers, concluded Fyffes Laurence Swan at a keynote presentation on Nutrition at Fresh2003,
"We need to take a psychological approach into tackling the reasons why people eat so little fruit and veg," he added. "A lack of consumption is the common enemy, despite improvements in transport logistics, visual quality and increasing legislation to back up food safety.
"Many government agencies are working independently on schemes to increase consumption," Swan continued, "but in Europe we have an uncoordinated approach as to what to do about it, with individual member states embracing their own projects. If we could get a pan-European initiative then so much the better."
Swan outlined the key elements of Fyffes Food Dude Healthy Eating programme that has been rolled out in schools and features educational materials, rewards, video adventures, stickers and pens. "The programme works, has large and long-lasting increases in consumption for all fruits and vegetables tasted for boys and girls," he said. "Children discover the reward properties of the scheme and then develop a liking for fruit and veg. It also changes the culture within the school and the mindset of children, enabling them to see themselves as fruit and vegetable eaters.
"Increasing consumption is the main goal - the economic benefits to Europe would be massive," Swan concluded, "but we need to sing across one hymn sheet and then the message will be much more powerful".
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