Eating fruit and veggies is not a luxury!

In France, the fresh fruit and vegetable trade body, INTERFEL, is launching a campaign to counter received ideas about the price of fresh fruit and vegetables. “Fruit and vegetables are too expensive? Don’t you believe it!” is the slogan for this campaign displayed at sales outlets and in the press from 19 February to mid-March 2009.

This campaign has been financed entirely by INTERFEL with a budget of some €100,000, which includes creation, media relations and communication through kits, presence at Sial Paris, and the purchase of advertising space in regional daily papers.

This campaign invites consumers to objectively compare the prices of common products and services with the equivalent price of seasonal fresh fruit and vegetables.

 

An example of “photographic proof” is given with a soup made of two leeks, three carrots, half a cabbage, two turnips and an onion that costs an average of €1.90, and which INTERFEL reminds us is the same price as a cup of coffee or a lottery scratch card.

 

1,400 communications kits (including two posters, one banner and one leaflet with two complete recipes and their exact cost) have been distributed to greengrocers via the steering committees of the Markets of National Interest (MIN), the Le Fruitier network, the members of UNDFL and wholesalers.

“Eating fruit and vegetables is not a luxury! It is a question of priorities regarding distribution of household budgets. Providing we select seasonal fruit and vegetables, healthy eating is accessible to all”, explains the fruit and vegetable trade body.

 

In 2009, still concerned with encouraging the consumption of fresh fruit and vegetables, INTERFEL will also be seeking to teach consumers to better enjoy fruit and vegetables on a daily basis, with a new slogan, “Fresh fruit and vegetables, peeled if you prefer...” The idea is to show simple techniques, like different ways of cutting up courgettes for adults, but equally to encourage children to cook, through in-store promotions.

 

Teenagers will also be targeted in April and May with a special web animation and a “street” operation. A pizza van painted in the colours of Fraich’Attitude will go to meet teenagers in their home districts. Two weeks of events coordinated by a chef and a dietician are also planned for Paris and the rest of the country at schools and colleges, in leisure areas and popular public places.