Ideas to increase fruit and veg consumption put forward

26th August 2010, 11:05am

Members of the fruit and vegetable industry have presented ideas for increasing production and consumption of fruit and vegetables in England.

The report, by the industry-led Fruit and Vegetable Task Force, includes proposals for action by industry, as well as ideas for the Government to consider.

They identify four targets to encourage people to eat more fruit and vegetables:

• making produce more available and more convenient;

• providing value for money;

• maintaining a high standard of quality and taste; and

• building up a competitive supply base and an efficient supply chain.

Welcoming delivery of the Task Force's report, food minister Jim Paice said: "We produce some of the best fresh food that you can buy, right here in England. We can't grow all the fruit and vegetables people want to eat, but increasing consumption and increasing home production is not just good for people's health, it will develop the market opportunities and the confidence of our growers.

"It's a Government priority to support and develop British farming and encourage sustainable food production, and I am grateful for the experience and insight of the Task Force in producing this report."

The Task Force was asked to put forward practical proposals for action, their response focuses on:

Removing regulation
Sustaining R&D capability
Improving skills and attracting new entrants in to the industry
Encouraging collaboration
Improving supply chain relationships
Expanding market opportunities
Improving existing Government behaviour change campaigns
Encouraging industry promotions
Aligning VAT with the 5 A Day objective
Supporting Grow Your Own

Defra will support the Fruit and Vegetable Task Force in developing its action plan.

Defra will discuss with the relevant departments the Task Force's proposals which concern other Government departments, taking into consideration wider policies and contexts including practicality and cost.

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Anthony Zausmer

27 August 2010 at 6:13pm

As a Catering professional - and self-confessed food freak - you wouldn't expect me to criticise the consumption of fresh fruit and veg, would you? Nevertheless, I read with incredulity that top of the taskforce's four target areas (to encourage the masses to eat more fresh stuff)is: "making produce more available and more convenien". Erm - when was the last time you went into a supermarket/minimart/corner shop (or even a greengrocers!)and - er - couldn't find any fresh fruit or veg? I stock up on reduced-price goods at my local supermarket, and watched with little surprise the BBC programme, The Great British Waste Menu. The taskforce are, i fear, barking up the wrong tree. Anthony Zausmer Posh Nosh Information

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