Promotion and information provision campaign for children to increase the consumption of fresh fruit and vegetables in the internal market (France – Hungary)

France and Hungary are among the EU countries with a low consumption of fresh fruit and vegetables (F&V). Since 2008 daily consumption of fruit and vegetables has decreased in volume whereas since 2014 consumption of tomatoes, cucumbers and strawberries in France has also decreased. Families with children suffer from a negative generational effect: new generations consume less fruit and vegetables than older ones. The reduction and irregularity of meals and cooking methods, the diminishing association of eating with pleasure and parental constraints represent the main barriers. In addition to school environments, grandparents can have a positive influence and make the family a high-value environment to develop the pleasure of eating.INTERFEL, NAK and the APOs for tomatoes, cucumbers and strawberries of France have combined their expertise to build a promotional and information campaign that emphasizes the value of European fresh F&V. This action is committed to increase the consumption of fresh F&V in families with children in France and Hungary by 3% to 4%. Specifically, it aims to increase the knowledge of children (aged 6-11 in France and 6-14 in Hungary), parents and grandparents regarding fresh fruit and vegetables and especially in France focusing on strawberries, tomatoes and cucumbers.The concept of the "power of fresh fruit and vegetables" will be based on 3 pillars – experiential, pedagogical and imaginary – and will be built on playful and informative axes. It will be supported by "transition levers": grandparents and mascots. The main message of the campaign is that "In Europe, fresh fruit and vegetables are fun!" and aims to promote their quality and production methods. The action will give children access to the meaningful universe of fresh F&V through the means of: a TV information campaign, a website, an application including a serious game, a major fest, roadshows and animations in points of sale that will allow gathering families. Ongoing press and public relations campaigns will support the dissemination of activities. An independent evaluation and the mobilisation of a budget of approximately €5Mio will ensure the effective implementation of this strategy.http://www.fruttiveggi.eu/http://www.frutti-veggi.fr/