The Produce for Better Health Foundation (PBH) in the US has announced the launch of its Campaign for Children’s Health, a five-year programme aimed at encouraging mothers to get their youngsters eating more fruits and vegetables.

The new scheme was formally rolled out at PBH’s spring board meeting, held in San Francisco in March.

It is estimated that one third of children and teens in the US are overweight or obese due to a lack of exercise and diet high in fat, sugar and calories. These children suffer from low self-esteem, sleep apnea, early onset diabetes and heart attacks, as well as other diseases at younger and younger ages.

The Campaign for Children’s Health has therefore been designed as a call to arms to remind the American public of the importance of eating fruits and vegetables. The PHB’s goal is to raise $3 million (£1.49m) in funding to be used to programmes to provide know-how, resources and motivation that will make increased fruit and vegetable consumption a reality.

“Other organisations and campaigns are already addressing key topics like increasing physical education in schools and making sure children have health insurance,” said Gregg Storey, chair of the Campaign for Children’s Health. “The missing link was a concerted effort to improve the diet of our nation’s children through fruits and vegetables. Now, we can fill that gap.”

Campaign contributions will support several activities, such as a consumer website resource for mums and kids offering tips on how to boost consumption, consumer research and educational materials that promote teacher-student and parent-child interaction.

One part of the programme is being aided by a significant donation from the Produce Marketing Association (PMA), to implement an in-school programme to be executed by educational media company Scholastic Inc. This four-year scheme aims to reach more than 300,000 kids and 450,000 parents in its first year alone, and hopes to expands its audience over the next three years, The programme will promote fruit and vegetable consumption and educate children about safe food handling practices.

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