Enjoy fresh fruit and vegetables for healthy Europeans

Enjoy fresh fruit and vegetables for healthy Europeans

Fresh fruit and vegetable consumption levels across most of the EU Member States remain well below the minimum recommended by the World Health Organisation of 400g per day per capita. This low consumption is particularly noticeable among 18-30 year olds, where studies have found that young adults have the lowest fruit and vegetable consumption compared to all other age groups. European young adults aged between 18-30 years have weak awareness of the importance of consuming fruit and vegetables throughout their life as part of a healthy diet; increasing this awareness is the first step in changing consumption habits.

The main objective of the proposal is to increase awareness of 1.5 million European young adults aged between 18 to 30 years in the European Union of the importance of consuming a diversity of EU fruits and vegetables in their daily diet to at least the minimum recommended by the WHO of 400g of fruit and vegetables per day as part of balanced and proper dietary practices over a three year period from 2019-2021. Secondary objectives of the proposal are to:

a) increase consumption of EU fruits and vegetables by 18-30 year old Europeans from their current low levels over the three year period

b) enhance the competitiveness of the EU fresh fruits and vegetables sector over the same period

The objectives will be achieved through a mix of activities including public relations actions such as workshops with social media influencers, communication of key messages through four social media platforms such as videos, infographics and information tips, as well as face-to-face engagement at event stands. These activities will be targeted at 18-30 year olds Europe-wide as well as high profile European social media influencers and university medical students.

The total budget of the proposal is: EUR 1,269,952.00