Promoting consumption of fruit and vegetables for better health. Have campaigns delivered on the goals?

Daily intake of fruits and vegetables worldwide remains well below the recommended WHO levels, despite the established health benefits associated with fruit and vegetable consumption. A diversity of policy interventions designed to increase consumption have been conducted in the developed economies around the globe for over a decade, involving significant monetary outlays. The impact of these initiatives remains at best, modest to low, in effecting a significant increase in daily consumption on a sustained basis. Several factors have been identified in both promoting and impeding the increase in fruit and vegetable consumption, including the effects of consumer behaviour. This paper reviews several of the major promotional campaigns from around the world and provides analysis of their level of success, with a view to developing novel approaches for formulating more effective marketing and promotional interventions that will prompt significant change.

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