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Global Alliance to Promote Fruit and Vegetable Consumption "5 a Day"

BACKGROUND

The BUVA Association for the promotion of Fruits and Vegetables in Lithuanian consumption was founded in 2012. Members of the association are small and medium businesses, farmers, markets, and other food and agriculture organizations.

The main activity of the Association is to represent interest of the members and to improve farming, cultivating, supply, and sales conditions of agriculture production in Lithuania and the other Baltic states.

The Association’s mission is to unite and represent the efforts of members to increase awareness and consumption of high-quality agricultural products, as well as enhance conscious consuming.

The consumption of fruits and vegetables was 251 g. per capita/day in 2010, and it was far below recommended amounts.

DESCRIPTION

The Program actions are related to strategic governmental initiatives, as the information and promotion of fresh fruits and vegetables, accenting the EU origin, is one of the main stimuli to attract people’s attention to healthier nutrition and lifestyle, as well as encourage them to choose fresh and natural products instead of high-calorie, high-fat, or processed food. The healthy nutrition has to be stimulated via an information campaign.  The implementation of the Program will be influential for the growth of public interest and demand for fruits and vegetables grown in the EU as high quality, great diversity, and accessibility of products will be widely promoted.

These are the Program objectives:

  1. Induce changes of nutrition habits of consumers (especially children and adolescents) encouraging them to consume fresh fruits and vegetables.
  2. Encourage consumers to choose fresh fruits and vegetables grown in the European Union informing them about quality, variety, safety, and the benefits of EU production.

ACTIVITIES

Two ways of addressing consumers are planned:

  1. direct communication during various events, such as
  • specialized trade fairs aiming to reach and influence households, which is one of the main target groups responsible for the choice and purchase of products
  • thematic presentations aiming to attract a group of professionals (mass caterers)
  • hosted tastings and attractions for a wide audience at sales sites including children and adolescents
  1. indirect differential actions targeted at different groups of consumers refer to presentation of information through electronic and media channels applying means of public relations. It reaches a wider audience (all intended target groups), the information may be repeated many times and it is easy to update the messages and transmit it without delay. An information campaign organized with the help of electronic media channels is accessible for a longer period, statements seem more trustworthy and authoritative for the audience, thus they are worthy of endorsement.

EXECUTED ACTIONS

SPECIALISED EVENTS

Fairs in Farmers’ Markets (30)

St. Casimir’s Fair

Food or agriculture fair (9)

Presentations for mass caterers (12)

INFORMATION in POS

Hosted tastings for children (72)

Hosted tastings “From Farmer’s Backyard” (72)

Animations in POS (72)

RADIO:

Radio broadcasts (300)

Radio commercials (2240)

Radio games (300)

TELEVISION:

TV clips (2004)

TV clips at sales sites (50400)

PRESS:

  • Printed articles (36)
  • Press releases (36)

E-CHANNELS:

  • WEB site (1)
  • Facebook (30 different topics, post every day)
  • Online articles (108)
  • Online banners (204)

OTHER CHANNELS:

  • Leaflet (12) booklet (3)

 

REACHED AUDIENCE

SPECIALISED EVENTS:

  • Fairs in Farmers’ Markets – approximately 170,000
  • Food or agriculture fair- approximately 100,000
  • Presentations for mass caterers approximately 1,300

 

INFORMATION in POS:

  • Hosted tastings – approximately 15,000
  • Hosted “From Farmer’s Backyard” tastings – approximately 850
  • Animations in the sales sites – approximately 3600

RADIO:

  • Radio broadcasts – 635,487
  • Radio commercials – 987,653
  • Radio games – 1,468,478

TELEVISION:

  • TV broadcasts and product placements – 1,378,600
  • TV commercials – 1,601,400
  • TV clips in sales sites – 744,000

PRESS

  • Printed articles – 1,260,000
  • Press releases – 168,504

E-CHANNELS:

  • WEB site– 30,574
  • Facebook – 29,000 (fans)
  • Online articles – 1,376,019

PHONE

+37069974067

E-MAIL & WEB

roberta@buva.lt

www.buva.lt

www.5diena.eu

SOCIAL NETWORK

https://www.facebook.com/5diena/