The UK's National Farmers' Union has launched a new campaign called Why Horticulture Matters aimed at encouraging higher consumption of fruit and vegetables grown in the UK.
By encouraging consumers to 'get their five a day the British way', the organisation plans to show why eating homegrown fresh produce is important not only for consumer health but for also the nation's economy.
NFU president Peter Kendall lead today's launch, chaired by Baroness Dean, at London's New Covent Garden Market. He also unveiled a new image to be used in the campaign, featuring Adam and Eve surrounded by British fruit and vegetables.
'Adam and Eve started it and now the NFU is following in their footstepsto encourage people across the country to join them in a new campaign,' the NFU said in a statement.
To coincide with the new campaign, the NFU has also published a report highlighting why horticulture is so important to the UK. According to the study, horticulture contributes an estimated £1.2bn to the British economy, providing jobs for 37,000 people with an additional 4.8m seasonal days for migrant workers.
'We are rightly proud of our British growers who supply us with freshand seasonal fruit, vegetables and flowers,' said Richard Hirst, NFUhorticulture board chairman. 'This diverse sector underpins ournation's health providing all of the essential ingredients for our fivea day as well as contributing greatly to its wealth.
The report also suggests UK growers are doing their bit for the environment. A total of 120 growers have apparently reduced their carbon emissions under the Climate Change Levy scheme – equivalent to taking 15,000 family cars off the road in 2006.
'Growers are already providing solutions to many of the 21st century's key issues such as climate change and reducing food miles, and they form the backbone of the UK food chain. For all of these reasons this is why horticulture matters.'
Health Survey figures for England shows that the number of British adults eating their five a day is increasing. The NFU hopes by launching its campaign in time for the current summer harvest, consumers will join the 30 per cent of people already eating their five a day – but also shopping the British way.
Supporting the campaign, a spokesman for 5 A DAY commented: 'The Department of Health has teamed up with NFU to help support the 'Why Horticulture Matters' campaign. This is a great opportunity for both organisations to collaborate and help support the 5 A DAY Just Eat More (fruit & veg) message and promote the benefits of eating more fruit and vegetables.'
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