In this conversation, Fruitnet’s Mike Knowles speaks to Maria Wieloch, head of fresh produce category management and business development at grocery retailer Ica, about the launch of its Join the Fruit Reboot initiative, which aims to increase fruit and vegetable consumption among children in Sweden.
The project addresses a declining trend in fruit and vegetable consumption, particularly among kids, and aims to change attitudes towards these foods through innovative marketing strategies and partnerships with influencers.
Maria emphasises the importance of collaboration with suppliers, pricing strategies, and the need for a long-term commitment to effect behavioural change in consumers.
The conversation also touches on the broader societal implications of healthy eating and the role of lobbying for changes in regulation, for example in relation to VAT on fruits and vegetables.
Key takeaways…
• Ica is Sweden’s largest retailer focusing on fruit and veg.
• The ‘Join the Fruit Reboot’ initiative aims to increase fruit consumption among kids.
• Nine out of ten Swedish kids do not eat the WHO’s recommended daily amount.
• The initiative addresses barriers to fruit consumption, including attitude and availability.
• Innovative marketing strategies are being employed to make fruit appealing to children.
• Ica is investing in pricing to make fruits more accessible to consumers.
• Collaboration with suppliers is crucial for the initiative’s success.
• The campaign includes educational programs in schools to promote healthy eating.
• Lobbying for changes in VAT on fruits and vegetables is part of the initiative.
• The campaign is designed to be a long-term commitment to changing consumer behaviour.
This video was produced, recorded, and edited by Fruitnet Media International.
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