Action call by NFU to boost fruit and veg in diet
A new report has been launched by NFU Cymru setting out recommendations for increasing the consumption of fruit and vegetables, while helping to reverse the current obesity crisis and combatting other diet related illnesses.
With obesity costing the NHS billions per year, NFU Cymru is calling on retailers, processors and the food service industry to develop and implement the actions that are needed to increase the consumption of fruit and vegetables from its current level of three a day to the recommended five a day.
The 34 options for action included within the Fit for the Future report include multi-siting fruit and veg in more places in the store, redesigning food service areas to offer more prominence to fruit and veg, developing fun-shaped fruit and veg for children and adding at least one extra piece of veg to every ready meal.
Stephen James, NFU Cymru president, said: "At the moment, although most people understand the reasons why they should eat more fruit and veg, consumption simply isn't increasing and this has to change. We are calling on all parts of the industry to work with us and to implement initiatives that will drive consumer purchases.
"Our growers' healthy produce can help people live longer and combat obesity, and now is the time to turn the rhetoric into action. We call upon our partners to launch practical schemes that will enable consumers to choose healthier foods without having to dramatically change their lifestyles."
The report highlights the "food swamping" of healthy produce and the increasing "decision fatigue" of consumers as two of the major stumbling blocks in increasing the consumption of fruit and veg in the UK.
The 34 recommendations are based on a wide range of international studies and initiatives which have shown they can increase fruit and veg consumption in the short and long term and come as fruit purchases have fallen by 14 per cent since 2007, vegetables by five per cent and potatoes by 20 per cent, and eating habits have moved from planned meals to "ready to go" convenience food.
Mr James said: "We have identified solutions that can be implemented now. We are passionate about seeing growth in the fresh produce sector to enable growers to invest in the future and continue to deliver great value and highly nutritious foods to the public. We need all parts of the industry to make it easier and more convenient for consumers to buy and eat more fruit and veg."
