Hats off to the Eat in Colour campaign for achieving a market penetration of almost 50 million consumers. It’s a remarkable achievement.

There is also much to commend in the various initiatives, tied to key calendar dates, that have been created to engage the public in the concept. Some of these are truly innovative should hit the right note in terms of connecting with consumers.

Despite these successes, a feeling still lingers that some things could be done differently. Dom Lane of PR agents Bray Leino seemed to contradict himself when he first stated that the great thing about the campaign was that it could be targeted at the entire nation, then added that the focus was on women in the so-called ‘C2’ and ‘D’ sections of society, as marketers like to categorise them.

If you are looking to change the eating habits of entire families, wouldn’t men be at least an equally valid target? It may be a generalisation, but I would wager that in many cases it is the fathers rather than mothers who steer clear of fruit and vegetables, in so doing failing to set a good example.

If we are looking to alter the eating habits of a nation, we should not restrict ourselves to one particular group of society.