Finnish Glasshouse Growers´Association (www.kauppapuutarhaliitto.fi) is nation wide organisation for commercial growers. Promotion of F&V is one of our main tasks together with other grower organisations and especially with Finnish Horticultural Products Society (www. kasvikset.fi). The goal is to increase the consumption from the current level of 350 grams per person to 500 grams.
Case: Eat vegs – eat local.
In 1980´s, the use of certain vegetables was very low. Doctors were worried about people´s health due to low use of F&V. The growers of tomatoes, cucumbers, paprika, fresh herbs and lettuce created new long term approach for consumers to make people use more vegetables. Due Finland is not an exporting country, all efforts were made to prefer domestic, local grown product. The themes were purity of products, local production, freshness, healthiness, taste of products plus ecological points with less transportation. Strong PR work plus advertising was executed every year. This was paid by growers and government together until 2011. Since 2012 this work
is totally paid by the growers. Same time media, doctors, schools etc was talking more and more of the benefits of eating more
F&V. The aim was set to 500 grams per day. The work to improve the use of F&V is going further. The media has changed a lot. TV, radio, print
and outdoor advertising is less and less, and social media has taken over. Target groups has changed, too. Instead of housewifes of 45–65 years we
focus more and more on young people as low as 13 years and higher. This is to secure the future.
The consumption of certain local grown products have been increasing a lot