Promotion and information campaign on fresh fruit and vegetables (France, Belgium, Hungary)

France, Wallonia-Belgium, and Hungary are among the EU countries with low fresh fruit and vegetable (F&V) consumption, particularly among families with children. Several factors contribute to this issue, including limited availability at home or school, excessive screen time, short sleep, and unhealthy habits. In Hungary, F&V consumption declines with age, especially after 11. As children make their own food choices, it is crucial to support them in adopting balanced habits. Besides parents, role models and influencers play a key role.

Nutrition education alone is not enough. Health-focused messages can be counterproductive, creating resistance. More effective strategies include gamification, hands-on experiences, and linking F&V to pleasure.

INTERFEL, APAQ-W, NAK, APO for tomatoes and cucumbers, and the French Interbranch organization for bananas have developed a campaign to promote European fresh F&V. It targets children, with an indirect focus on parents: ages 4-10 in France, 6-18 in Hungary, and 4-12 in Belgium. The goal is to increase knowledge, make F&V appealing, and boost consumption.

The concept associates F&V with a fun, engaging experience using cartoons and superheroes. It encourages children to explore, experiment, and cook.

The message, "In Europe, fresh fruit and vegetables are fun!", highlights their quality and production. The campaign includes TV and online content, digital activities, school events, and roadshows uniting families around F&V. Press and public relations will enhance visibility. With independent evaluation and a €5.4 million budget, this initiative aims to establish lasting F&V consumption habits among children.