Promoting Fruit & Veg Consumption at STC

A lively and mixed audience of 80 or so horticultural industry, NHS, science and media representatives enjoyed a series of talks at the 2nd joint HDC/STC Spring Conference on Monday, 19th April.  The talks covered:

• the science behind why fruit and vegetables impact positively on our health - there is substantial proof but the identity of each component is the subject of ongoing research (Hull Medical School, University of Newcastle)
• the success of various intervention strategies largely aimed at children - mixed results but increasing numbers of children are being exposed to some activity  (University of Leeds, School Food Trust, Food Dudes)
• promotional strategies used by the industry - extreme success with Beaver cubs and some quirky approaches to demystify vegetables for grown-ups (Fresh Produce Consortium, Eat in Colour). 
• the impact of increased fruit and veg consumption on greenhouse gas emissions - eating UK-grown veg makes a difference, as does eating less meat  (FCRN) 
• surveys of children and adults indicating fruit is the number one snacking choice (YouGov Sixth Sense)
• education is key to driving change, especially for new concepts like omega-3's (Croda)
• Lord Heseltine provided a lively introduction to the afternoon session, reviewing how politicians and Government tackled behavioural change using seat belts and crash helmets as examples.  Relating this to the health messages of Fruit and Vegetables and dietary change to avoid obesity, he felt the driver for political interference may be  in preventive health and indeed the future costs of treating an ageing population for health issues resulting from early lifestyle behaviours.  A good example of such efforts to change behaviour being smoking reduction.  

Dom Lane of Bray Leino said after the event: "What was most impressive about the day was the universal enthusiasm and commitment  for joint action from an industry facing some quite stark challenges. What we need to do now is to pool this energy and resources to create a generic communications campaign which will really engage UK consumers and leave them hungry for the fantastic fresh produce which the industry makes available to them”.

The event was also sponsored by Yorkshire Forward. Tony Lomax, Strategic Sector Champion – Food & Drink, Yorkshire Forward said "Some of the stats were truly ‘eye opening’. Given (current issues) regarding food v fuel, fuel costs reflecting on the food chain, food security and sustainability et al, the challenges and opportunities facing the sector to improve eating habits and simultaneously maximise commercial potential, are probably greater now than they’ve ever been".

The presentations can be downloaded from http://www.stockbridgeonline.co.uk/