Healthy eating came under strain in the recession, with veg consumption under particular scrutiny. And veg was having a tough enough time even before the recession, with consumption in 2008 down 11% on the previous five-year average, according to European fresh produce association Freshfel.
While fruit consumption rose 1%, per capita daily consumption in 2008 stood at 165g of fruit and 178g of veg per day, leaving Britons well short of the WHO minimum of 400g.
In the past year the FPC's Eat In Colour retreated to web-only, and while the EC continues to put money into its Mr Fruitness and Tasty Bunch, few have been impressed by the visibility or effectiveness of these campaigns.
The government continues to receive industry plaudits for pumping cash into 5-a-day and the School Fruit and Vegetable Scheme (SFVS), with £3.3m spent on promoting 5-a-day in the four years to January 2010. But in its Change4Life update this year it admitted awareness of 5-a-day had fallen from 80% in January 2009 to 73% by December.
English Apples & Pears boss Adrian Barlow says further progress could be made by extending the SFVS to older kids, having more vending machines selling fresh produce and putting fruit at point of sale, which would also give retailers higher- margin products at tills.
The best hope for building consumption, believe industry figures, is Food Dudes, a reward system that builds long-term interest in produce among children. Currently being trialled by the government, Food Dudes rewards kids with stickers and certificates with the aim of changing eating habits and reversing the rise in obesity-related illness.
Studies have shown it can improve kids' average fruit and veg intake 200%, or 1,000% in the case of kids eating the least.
Focus On Fresh Produce
While fruit consumption rose 1%, per capita daily consumption in 2008 stood at 165g of fruit and 178g of veg per day, leaving Britons well short of the WHO minimum of 400g.
In the past year the FPC's Eat In Colour retreated to web-only, and while the EC continues to put money into its Mr Fruitness and Tasty Bunch, few have been impressed by the visibility or effectiveness of these campaigns.
The government continues to receive industry plaudits for pumping cash into 5-a-day and the School Fruit and Vegetable Scheme (SFVS), with £3.3m spent on promoting 5-a-day in the four years to January 2010. But in its Change4Life update this year it admitted awareness of 5-a-day had fallen from 80% in January 2009 to 73% by December.
English Apples & Pears boss Adrian Barlow says further progress could be made by extending the SFVS to older kids, having more vending machines selling fresh produce and putting fruit at point of sale, which would also give retailers higher- margin products at tills.
The best hope for building consumption, believe industry figures, is Food Dudes, a reward system that builds long-term interest in produce among children. Currently being trialled by the government, Food Dudes rewards kids with stickers and certificates with the aim of changing eating habits and reversing the rise in obesity-related illness.
Studies have shown it can improve kids' average fruit and veg intake 200%, or 1,000% in the case of kids eating the least.
Focus On Fresh Produce
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