European produce associations Freshfel Europe and Copa Cogeca have joined forces to launch a new social media campaign to encourage fruit and vegetable consumption in Europe, using the hashtag #FruitVeg4You.
The campaign will share content from the organisations’ members, as well as specially created content, facts and figures about fruit and vegetables, in addition to interesting articles.
“There have been lots of studies coming out about the healthy aspects of fruit and vegetables, so we had been discussing the idea of doing something together with Copa Cogeca on this,” says Daphne van Doorn of Freshfel.
Given social media’s broad reach, Freshfel sees the opportunity for significant engagement with consumers. “We can reach a wider European network through social media,” says van Doorn. “There is a lot we can do on social media. We will evaluate the campaign’s performance after a year and then consider broadening it further.
The organisations want the campaign to form part of the EU’s platform on diet, physical activity and health. According to van Doorn, the #FruitVeg4You hashtag is already in use, but the organisations are now awaiting final confirmation from the European Commission for the campaign to be accepted as a commitment in the EU platform.
“Fruit and vegetable consumption is still not where it should be,” explains van Doorn. “That’s why we’re doing this, to encourage more sharing on social media about good promotions, campaigns and activities related to fruit and vegetables.”