UK number one supermarket Tesco is putting its muscle behind the proposed campaign to put fresh produce centre stage in the minds of consumers.
The retailer has pledged £25,000 a year for the Fresh Produce Consortium’s three year Eat in Colour pr campaign.
The move means the scheme, which was put forward in a proposal to the entire industry in September, now has the backing of the UK’s top two retailers, following Asda’s decision to get on board back in October.
The news flies in the face of recent reports which suggested the campaign was failing to secure the support of the retail chains. One report suggested that the multiples would only sign up to the campaign once it had been launched.
The FPC needs to raise £500,000 a year for the life of the campaign, which aims to use the vivid colours of fruit and vegetables to appeal to consumers and will also provide an over-arching link for existing promotional activity, such as 5 A DAY.
Peter Durose, Tesco produce category director, said: “We wanted to be part of this industry wide initiative to help make it even easier for customers to live more healthily. This campaign will help raise awareness of the importance of fresh produce and do it a fun, impactful way. We encourage as many other retailers and suppliers as possible to get behind it.”
Nigel Jenney, chief executive of the FPC, welcomed the news: “We are delighted that Tesco has pledged its support for this campaign. We urge the whole of the fresh produce sector to follow its lead.”
He said the campaign was beginning to gather pace, but that did not mean the funding was in the bag yet. “We’ve had strong support from a wide range of businesses, but we need to hear from everyone - growers, packers, wholesalers, importers, retailers - if we are to go ahead with the campaign. Do not assume that others will do it on your behalf.”
Jenney said if the campaign helps grow consumption to the full five a day, then it could increase the market in volume terms by 20 per cent and in value by more than £1 billion.
However, the industry needed to respond to the FPC’s call no later than December 16. Companies are being asked to invest between £250 and £25,000 a year, depending on their size.
