The junk-food advertising ban during children’s programmes is positive for the fresh produce industry, sector leaders say.
“It is an opportunity for the industry to capitalise on,” said Nigel Jenney, ceo of the Fresh Produce Consortium. “It is a positive move for the nation’s health as less healthy foods will be given less air-time. Therefore there has got to be some medium-to-long term benefit. It will also mean that parents are subject to less pester power.”
The government move has attracted widespread criticism from the broader food and drink industry as being heavy handed while the British Medical Association slammed it for not going far enough. Certainly advertising of confectionery and junk-food products to under-16s will be able to continue through less well regulated media.
“If we believe that eating habits are formed at an early age, then most very young children are not affected by internet or mobile telephone advertising,” said Jenney. “Probably the most effective vehicle for reaching the younger age range is through television and now that is being taken away, it has to be a good for other areas [of food and drink] such as produce.”
The FPC believes that this is further evidence of a government drive to achieve healthy-nation status and supports the industry’s own moves. “It fits well with 5 A DAY and the school fruit and vegetable scheme and Eat in Colour,” said Jenney. “We are all looking to drive consumption forward and reinforce the message that fresh produce is not just good for you, but fun too.”
Meanwhile, trade body Freshfel Europe has slated EU commissioner for health Markos Kyprianou. He lauded junk food multinationals individually by name in a recent press conference for their commitment to the EU platform for action on diet, activity and health.
“It is regrettable that the commissioner decided unilaterally to praise individual corporations,” said Freshfel delegate general Philippe Binard.
“Freshfel deplores that the commissioner failed to consider the necessity of a multisectorial approach to combat obesity and also failed during his press conference to support recognised solutions to counter obesity such as the necessity to increase consumption of fresh fruit and vegetables.”
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