Fruit and vegetables should be tasty, first and foremost. In our view there is no doubt about that. The fact that they are also healthy and sustainable is good for us and for society. But consumption of vegetables in particular is too low at every stage of life. In the field of Nutrition, all kinds of activities and projects are taking place that can help to increase consumption of fruit and vegetables.
Fresh Produce Centre encourages research into topics such as behavioural change and how we as a sector can help to make fruit and vegetables “easier” and ensure that they are widely and permanently available as a healthy choice and a tasty alternative.
Fresh Produce Centre works with government and various businesses under the aegis of the “National Fruit and Vegetable Action Plan” (NAGF). This provides an impetus for activities aimed at shifting consumer behaviour towards higher consumption of fruit and vegetables. A central part of the strategy is Veggipedia, a reliable source of information including tips, nutritional information and recipes using fruit and vegetables.