Targeting millennial health: Freshfel Europe and Aprifel launch healthy eating campaign

05 Jul 2019 --- A three-year online information campaign to increase the fruit and vegetable consumption in Europe’s younger generations is being launched by The European Fresh Produce Association (Freshfel) and Aprifel. The “Follow me to be Healthy with Europe” scheme will use influencers and monthly challenges under the hashtag #400gChallenge to encourage 18 to 30 year olds to eat at least 400g of fruit and vegetables a day, in line with guidelines set by the World Health Organization (WHO). The primary objective of the campaign is to increase awareness of the role that a balanced diet, rich in fruit and vegetables, plays in leading a healthy lifestyle in order to ultimately transform millennials’ dietary habits.

“This pan-European campaign aims to complement the national schemes, showing a different angle to the ‘5 a day’ campaigns. The program has a similar message: A minimum of fruit and vegetables to be consumed on a daily basis for a healthy diet. However, the Follow me to be Healthy with Europe campaign will have European-wide outreach. We focus on languages (English, French, German, Italian, Polish and Spanish) to cover as broad a section of European millennials as possible, with English as the common denominator on social media platforms,” Philippe Binard, General Delegate of Freshfel Europe tells NutritionInsight.

As 20 percent of European adults are obese, with this expected to rise to over 50 percent by 2030, it is critical that people observe healthier diets. Across all age groups, only 14 percent of Europeans meet the 400g target, with millennials being targeted as they eat even lower amounts of fruit and vegetables. Additionally, young people are unconcerned about eating fatty and sugary foods as they rarely face serious diet-related issues at this age, says the campaign.

“Since 2012, non-communicable diseases (NCDs) including obesity, cardiovascular diseases, Type 2 diabetes and cancers, have been the leading cause of death worldwide. Nutrition is one of the most important health determinants. A balanced, nutritious diet helps to prevent the onset of chronic diseases, extend life expectancy and improve people’s overall quality of life regardless of age. Specifically, there is a broad consensus within the scientific community on the health-giving effects of regular consumption of fruit and vegetables,” continues Binard.

Participants will use the #400gChallenge hashtag.Despite there being ambiguity over what constitutes 400g of fruits and vegetables, the campaign has left their parameters broad. “There is a strong emphasis on the need to maintain balance and variety, so participants do not get bored of fruit and vegetables. We take an inclusive approach and do not highlight or exclude certain products more than others, as we speak about fruit and vegetables in general,” Binard explains.

The campaign will be present on YouTube, Instagram, Twitter and Facebook, and will be supported by various lifestyle bloggers and influencers. There will be monthly videos featuring a student, a young couple and a young professional sharing tips and tricks about increasing fruit and vegetable intake, as well as health benefits of the challenge. Infographics will also be used as reminders of the tips mentioned in the videos.

Millennials were chosen as the target market as they have a low rate of fruit and vegetable consumption, stemming from a lack of awareness. Additionally, young people who are moving out of their parents’ homes can find themselves faced with difficulties in eating healthily. 

“For the first time in their lives, they are totally in control of their diet. This lifestyle change might be accompanied by obstacles such as having minimal knowledge of good nutrition, a lack of interest in food and health, limited cooking skills and concerns that a healthy diet is too expensive,” Binard says.

The influencers were chosen based on their relatability to young Europeans, and come from a variety of countries and cultures. “They have already participated in a workshop to be onboarded onto the campaign, and to familiarize themselves with the key themes and messages. The list of influencers will be updated throughout the program’s life span and they are remunerated within the framework of EU co-financing.”Millennials have a low rate of fruit and vegetable consumption.

Aprifel acts as a linking element between scientists, civil society and fruit and vegetable professionals, and aims to nurture a network of experts and be a source of reliable information. Freshfel is the forum of the fresh fruit and vegetable supply chain, and is a non-profit membership-driven association based in Brussels. Their mission is to improve the efficiency and competitiveness of the sector, and to promote the benefits of fresh produce by increasing the efficiency of promotion activities.

To meet and engage with young Europeans face to face, the Follow Me to be Healthy with Europe team will be taking part in the Eurockéennes festival in Belfort from July 4-7. 

Rising obesity rates
Other recent health schemes targeting rising obesity rates have focused more on what people should be avoiding, with UK schools attempting to cut high sugar consumption. Obesity-prevention charity Sugarwise is launching a certification scheme to stop children from consuming up to 30 times the recommended sugar amount.

Additionally, Nestlé announced its support for Nutri-Score, the “traffic light” color-coded nutritional ranking system used in France, Belgium and Switzerland. This may get rolled out throughout Europe, as a standardized nutritional label is needed to help consumers make informed decisions.

By Katherine Durrell