Freshfel calls for fresh ideas to boost consumption

‘Think outside the box’ and seek creative ways to stimulate consumers to eat more fresh fruit and vegetables – that’s one of the messages from Freshfel Europe’s annual policy event held yesterday in Brussels.

The call comes amid figures from the association which show some consumption of some types of fresh fruit and vegetables has slid considerably.

In a press release, Freshfel said the fresh produce sector should continue to move ahead to stimulate consumption and enhance the positive image of fresh produce, two things that are among its priorities for the year ahead.

Freshfel said that at its annual policy event, several speakers presented creative ways to promote fresh produce. Samuel Levie, from Food Cabinet in the Netherlands, started the day with a presentation on a successful low-budget campaign called ‘Big Bang Broccoli’ as well as a campaign called ‘Power to the Pieper’ to promote the humble potato as a contemporary superfood.

Images from Power to the Pieper video

Daniel Fritz, a social media expert working among others for the European Commission, raised awareness about how the fresh produce sector can profit more by using social media to spread positive messages on its produce. He showed some surprising keywords and recommendations the fresh produce sector can use.

“Consumers are aware of the healthy aspects of fruit and vegetables, but more can be done to promote the fun and positive effects of fruit and vegetables,” said Freshfel Europe president Luc Clerx. In the foreword to the association’s 2015 activity report,

Luc Clerx President of Freshfel Europe

Clerx had strong words for the European Commission, which he said was now “eager to remove the successful school fruit and vegetables scheme.”  He defended the scheme as an essential tool for changing the diet of European consumers in the long run.

Other priorities for Freshfel in the coming year are to encourage the competitiveness of European fruit and vegetables production, to move ahead on food and plant safety and research and innovation, and to enhance trade while also securing efficient health and nutrition policies.

Freshfel Europe is the European Fresh Produce Association and represents the interests of the fresh fruit and vegetables supply chain in Europe and beyond.