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Slight improvement on EU consumption, claims for a “Fresh First” policy
PE | Freshfel Europe
A new strategy for consumption and health was presented by Freshfel Europe during its 25th annual assembly in Cicily. Among them is 0% VAT on fruit and vegetables and increase 5 fold the CAP budget.
Freshfel Europe’s latest Consumption Monitor shows that fruit and vegetable consumption increased by 2% in 2024 to reach 356 grams per day per capita. Although this is an improvement year-on-year, consumption is still well below the minimum 400 g/ day/capita recommended by the WHO, a target only met by 5 EU countries. According to EUROSTAT, over one-third of Europeans do not consume even a single portion of fruit or vegetables daily.
New target of 800 grams per day per capita
The EU needs a new strategy anchored in measurable actions and accountability to reverse both the health crisis and the environmental crisis. This will require 400g/day/capita to address the health of the EU population and an additional 400g/day/capita for the health of the planet. The new target is therefore 800g/day/capita, which should be achieved by a radical change in policy mindset.
New strategic recommendations
Freshfel Europe recommends mandatory diet impact assessments for all EU food-related legislation. It also urges the European Commission to rebalance the budget of the EU Common Agriculture Policy (CAP), increasing the fruit & vegetable share from 3% to 15–20% by 2030. Freshfel also claims a zero-rate VAT on fresh fruit and vegetables. It also advises to better inform consumers by simplifying EFSA-approved health and nutrition claims for fruit and vegetables. A reform on public procurement is also needed, ensuring half of every public meal in schools, hospitals, and canteens consists of fresh produce.
Tenfold increase of school schemes
Freshfel Europe also highly recommends to strengthen the EU School Scheme tenfold, in order to guaranteeing a daily serving of fruit and vegetables to children during their primary school education and nutrition education. Among priority recommendations is a “Fresh First” promotion policy, dedicating at least €1 billion annually to fresh produce campaigns. Social nutrition vouchers for low-income households are also recommended. Freshfel finally advises to invest in education and food literacy, a well as ensuring fair labelling to avoid misinformation about the nutritional value of products.
For more information about Freshfel Europe recommendations, you can write here.
