The Association for the Promotion of Fruits and Vegetables Consumption “5 a day”, was founded in 2000. It gathers different companies from the fruit and vegetables sector; production, trade in origin and destination, distribution and services. In Spain, the consumption of fruits and vegetables (F&V) in adults is 397 grams/day*
* ENIDE 2011 Survey
“5 a day” in its efforts to promote the consumption of at least 5 portions between F&V, to reach the 600g/person/day, performs different activities:
• Schools Based Programme
• Talks about food and health.
• Workshops for children
• Healthy breakfast in workplaces and schools
• Contests: photography, drawing.
• Fairs of the sector and health.
• Social networks and Medias.
Obesity and overweight are a problem in Spanish society, especially in the childhood population, being the F&V average daily consumption below the recommendations. One of the projects which seeks to increase the consumption of F&V and thereby contributing to reduce the obesity is “The Itinerant Frutoteca”. The Project consists in a mobile inflatable dome where the tour followed by F&V from harvest until they reach the table, will be shown though an interactive and sensory journey in a playful and fun manner, since we believe that the gamification strengthens the knowledge. It´s primarily aimed at young audiences aged between 8 and 12 years, reaching out to the consumers of the future. This project has been developed by a team of experts from various fields and has been supervised by the Scientific Committee “5 a day” which is the advisory body of the Association in food, nutrition and dietetics issues. Thanks to their mobility, one of its great advantages, may be located in schools, sports facilities, associations, shopping centers, etc. and in different places of the Spanish geography, thereby multiplying the number of visitors.
“The Itinerant Frutoteca” aims to reach a total of 18,000 children throughout the school year. 18.000 future consumers.
“5 a day Spain” Research
“Consumption of fruit and vegetables in Spain (2008)”
According to the results obtained by 812 telephonic interviews, the Study issues some interesting data such as the fact that almost the whole population (98%) admit the benefits of the consumption but only half of them (45%) affirm that they eat more than one portion of fruit daily and only 19% consume more than one portion of vegetables.
“What’s the Price of eating fruit and vegetables in Spain? Price is not the problema.5 a day is possible” (2009)
This Study states clearly that the minimum recommended consumption is not reached by the public at large, and what it is more important, comes to dismount the myth of the expensiveness of consuming the 5 daily recommended portions of fruit and vegetables. It was stated that if the fruit and vegetables are bought in the cheapest channel, 600 grams would cost only 0,4€ while in the most expensive one it would not cost over 0,8€. On the other hand the average price of fruit and vegetables in the central market ranges from 1,29€/Kg. to 1,47€Kg.
“The chances for fruit and vegetables in the media” (2010)
The purpose of the Study was to establish the real impact of the marketing actions undertaken by the fruit and vegetables sector and provides information about the inversion on publicity. Some of the conclusions are:
- The first 3 fruit and vegetables advertisers make 70% of the total inversion during 2009.
- Television is the most common advertising media by far, followed by Magazines. Internet Thematic channels continue increasing their inversion.
- In relation to Public Interest Campaigns it represents only 5,8% of the total, 91% corresponding to Designation of Origin Campaigns.
- Many of the competing products include the concept “fresh” in their commercial messages.
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