Brussels is wasting valuable resources by creating yet another healthy-eating campaign rather than giving existing initiatives extra cash, according to the Fresh Produce Consortium.
In an outspoken attack on the EU's Tasty Bunch initiative, FPC chief executive Nigel Jenney claimed the EU was funding a "highly disjointed campaign with an apparent lack of engagement with government and the fresh produce industry here in the UK".
The short-term campaign, launched last week, was unlikely to achieve its goal of helping fight childhood obesity, Jenney said. "It's frustrating to see a lack of an integrated strategy from the EU through to national governments, which would have delivered better value and ensured a lasting impact on our children's diets rather than a 'flash in the pan' campaign."
Providing additional funding for existing campaigns such as the School Fruit and Veg Scheme and the Food Dudes initiative would have been a better use of money, he added.
Three roadshows will tour the UK and six other European countries, visiting two schools a day for the eight-week Tasty Bunch campaign, which is being backed by Belgian tennis star Justine Henin. Organisers will use images of cartoon fruit and vegetable characters, as well as games and activities, to encourage children to adopt a more balanced diet and be more active.
National Farmers' Union chief horticultural adviser Philip Hudson said any initiative that helped raise the profile of fruit and veg was a good thing for the industry. "But I agree [with the FPC] in that I hadn't seen any evidence of this initiative before it had been introduced. "
In an outspoken attack on the EU's Tasty Bunch initiative, FPC chief executive Nigel Jenney claimed the EU was funding a "highly disjointed campaign with an apparent lack of engagement with government and the fresh produce industry here in the UK".
The short-term campaign, launched last week, was unlikely to achieve its goal of helping fight childhood obesity, Jenney said. "It's frustrating to see a lack of an integrated strategy from the EU through to national governments, which would have delivered better value and ensured a lasting impact on our children's diets rather than a 'flash in the pan' campaign."
Providing additional funding for existing campaigns such as the School Fruit and Veg Scheme and the Food Dudes initiative would have been a better use of money, he added.
Three roadshows will tour the UK and six other European countries, visiting two schools a day for the eight-week Tasty Bunch campaign, which is being backed by Belgian tennis star Justine Henin. Organisers will use images of cartoon fruit and vegetable characters, as well as games and activities, to encourage children to adopt a more balanced diet and be more active.
National Farmers' Union chief horticultural adviser Philip Hudson said any initiative that helped raise the profile of fruit and veg was a good thing for the industry. "But I agree [with the FPC] in that I hadn't seen any evidence of this initiative before it had been introduced. "
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