Tesco bosses are hoping the Fresh Produce Consortium’s Eat in Colour campaign will provide consistency where the government’s 5 A DAY logo has failed.
The retailer is in the process of phasing out its own 5-a-day badge, pictured, across all its fresh produce packaging and Peter Durose, produce category director, said: “We’re not doing anything with 5-a-day at the moment, although we still want to get behind [healthy eating] in other ways.”
The retailer is focusing on getting clear nutritional information across all its packs, he said: “That’s our key focus, increasing people’s awareness of nutritional content.”
Although the retailer’s 5-a-day logo is still appearing on some packs, a spokeswoman said it is being phased out and it takes time to change all the packaging.
Durose said Tesco has pledged its support to Eat in Colour because the retailer feels it provides an opportunity for a more consistent campaign throughout the whole of the industry.
“Eat in Colour is an opportunity to get that message across to consumers - that’s what the industry failed to do with 5 A DAY, everyone went out and did their own thing.
“I think the FPC campaign has the potential to address that, but it will take a lot of work. There’s a lot to be done there to decide what form it takes.”
He urged the rest of the industry to back the programme: “I think it’s really important that as much of the produce industry as possible gets behind it, whether that be retailers or suppliers. We need to find interesting and engaging ways to get the message across.”
Meanwhile, the European fresh produce association Freshfel expects to unveil a new, generic logo for use on fruit and vegetable packaging by the fresh produce trade Europe-wide at Fruit Logistica in February next year. “The idea of the pan-European emblem is to promote fruit and vegetable consumption,” said Freshfel delegate general Philippe Binard. “But it is not a campaign. The aim is simply to end confusion at consumer level that has arisen due to the amount of different logos that are used at present in different countries.”
Freshfel announced the plan at a plenary meeting of the EU platform for action on diet, physical activity and health last week.
Design work on the logo has already begun and Binard expects that it will be a simple image with space for text, should associations in different countries wish to add their own. “We are not putting forward any message,” said Binard. “What we want is an image that can be recognised visually. It could be interpreted in different countries in support of each country’s own campaign.”
He emphasised that this does not mean there is any clash with the Fresh Produce Consortium’s Eat in Colour campaign. “Our logo will be in support of the different messages whether that is the FPC’s EiC in the UK, five a day in Spain, five to 10 in France, or colours of life in Italy, for example.”
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