Greater focus on vegetables in the UK

The consumption of vegetables is at an all-time low in the United Kingdom (UK). Figures from the Food Foundation indicate that 80% of this country's young children eat too few vegetables. The consumption of vegetables is down, despite the British government's '5-a-day' campaign. To counter this negative trend, the Food Foundation launched the Vegpower campaign on 3 May.

Vegpower is a marketing fund that will be used to create digital advertising campaigns. These are focused on inspiring children to eat more vegetables. 

Vegpower wants to offer an alternative to the junk food advertising. Children are confronted with this kind of advertising on a daily basis. At the moment, only 1.2% of food and beverage advertising costs are spent on vegetables. Vegpower wants to change this with the support of well-known TV chefs, Jamie Oliver and Hugh Fearnley-Whittingstall.

In addition to the Vegpower campaign, in 2017, the Food Foundation launched the "Peas Please" campaign. This campaign brings producers, shop and restaurant owners, caterers and governmental institutions together. It is meant to stimulate vegetable consumption. Various stakeholders promised to promote the eating of vegetables. This was done at a Vegetable Summit, held in October 2017. A second Vegetable Summit was held in March 2018. Here, the progress of these promises was evaluated. This will be done every six months.

GroentenFruit Huis and the Dutch National Action Plan for Fruit and Vegetables made pledges on behalf of the Netherlands. They will share knowledge. They also promised to export innovative, sustainable, high-quality products to the UK. This is to be done with regard to packaging, labelling, and marketing as well. The Netherlands is the only country outside of the UK represented in the "Peas Please" campaign.

The Dutch fruit and vegetable sector has been well represented at the London Produce show in recent years. This is a trade fair for fruit and vegetable traders. This year, GroentenFruit Huis/Holland Fresh Group is again coordinating the Dutch participation in the show. The Dutch Embassy in London is also sponsoring a school competition. This is to inspire children to eat more fruit and vegetables. Then they are sponsoring an award for the best child-focused fruit and vegetable marketing campaign. Added to this, the Dutch embassy will organise a cooking demonstration. This will be in cooperation with the GroentenFruit Huis and Dutch Cuisine. It will be held by Dutch chef, Christian Weij. He is from Puur-e restaurant in the Dutch town of Ede. The London Produce Show will take place from 6 to 8 June this year.

For the first time, there is a healthy snack vending machine at the Dutch Embassy in London. This was created by the Holland Fresh Group. It was unveiled at this year's King's Day reception. Guests could enjoy snack vegetables, sponsored by Valstar. There were also strawberries, sponsored by Beekers Berries and blueberries, sponsored by ABB Growers. There were many positive reactions. Who knows - these healthy snack vending machines might be found at London tube stations in a few years.

Source: Agroberichten Buitenland