Frutas y Hortalizas de la Union Europea ¡Sabemos lo que es bueno!

Only 3% of the Spanish child and youth population reach the recommended consumption of 5 daily servings of fresh fruits and vegetables. Failure to maintain healthy eating habits has made Spain the EU''s third highest country in the prevalence of childhood and youth obesity. Excess weight now affects 40% of all Spanish children.Spain is the main European producer of F&V, with diverse climates and production areas, allowing for a highly varied and abundant domestic production throughout the year. It is not, therefore, the lack of quality products that causes this consumption deficit, but rather the lack of appropriate information and knowledge on the benefits of fruit and vegetable consumption leading to a turnaround in consumer attitudes. Driven by this challenge, and inspired by the “Farm to Fork” strategy of the European Green Deal and Commission''s White Paper on a strategy on nutrition, overweight and obesity-related health issues, the non-profit “5 a Day” Association for the Promotion of Fruit and Vegetable Consumption, in conjunction with Plátano de Canarias Producers Association, are presenting a project on promoting the consumption of at least 5 servings of fresh F&V  per day, with the novelty of including collaborative tools to give voice to young people themselves in the proposal and implementation of new transformative initiatives. Using the message “WE KNOW WHAT’S GOOD!”, a mix of actions to combine mass media with digital channels, including HUB- Open Innovation Platform- for children''s health, which stands out for its mobilising and creative capacity. With structured co-creation dynamics, this hub will generate ideas to be activated together with children, parents, educators, specialists and society in general, and which will then be developed by experts for launch during the Programme, either by the proponents or with the collaboration of public and private bodies, in a joint effort to make F&V consumption more fashionable amongst the younger population.