Appointment of chairman signals start of Eat in Colour campaign

The Fresh Produce Consortium (FPC), the trade association committed to the support and development of the UK fruit and vegetable industry, has announced the appointment of Anthony Levy as Chairman of the 'Eat in Colour' Campaign Board.

First unveiled by the FPC in September 2005 as a route to encouraging increased consumption of fresh fruit and vegetables in the UK, the Consortium has secured financial backing from all sectors of the industry namely producers, packers, importers, wholesalers, food service and retailers including Asda, Somerfield and Tesco to commence an ambitious programme of communication and education.

A highly respected business consultant with a wealth of experience gained over many years working with business leaders in a number of industries, Levy will take responsibility for maintaining strategic focus and ensuring effective delivery of the Eat in Colour campaign. His arrival coincides with the appointment of Bray Leino Public Relations who have been appointed to spearhead the communications campaign.

Commenting on his appointment, Levy said: "I am delighted to have been chosen to lead the Eat in Colour campaign and look forward to bringing the experience of the Campaign Board to bear in supporting the growth of the sector. There are some key challenges to meet but there is real potential to initiate a significant and sustainable increase in consumption. Public concerns over obesity and poor diet are at an all time high and consumer interest in cooking and food culture continues to rise. With the invaluable support of the campaign's partners, my colleagues and I on the Eat in Colour Board intend to build on the awareness raised by campaigns like 5-a-Day, ensuring that every consumer has delicious and nutritious fruit and vegetables on their must-buy shopping list."

Further details of the campaign will be released later this year. Plans include a raft of innovative activities designed to promote not only the enjoyment of fruit and vegetables, but also ease of selection and preparation plus health benefits.

"The core aim of the campaign will be to build confidence and inspire use by driving home the idea that fruit and vegetables are delicious, easy to prepare and nutritious. Helping parents in encouraging their children to eat more fruit and vegetables is also a key element," Levy explained.