The latest 2011 Freshfel Consumption Monitor confirms that both the UK Government and the fresh produce industry need to do a lot more to encourage people of all ages to enjoy eating fresh produce as part of a healthy diet, according to the Fresh Produce Consortium.

Whilst the UK’s consumption of fresh produce appeared stable in 2010 and the UK fared better in comparison with some other EU member states, there is however a worrying trend across all European member states of reduced consumption of fresh fruit and vegetables.

“On a positive note we saw an increase in UK production of fresh produce as well as imports in 2010 and a slight increase in consumption compared to the previous year. However, we cannot afford to be complacent about the significant challenge we face as a society to encourage greater consumption of fresh produce as part of a healthy diet. The majority of UK consumers are still failing to eat the recommended 5 A DAY of which fresh produce is a key component,” said Nigel Jenney, Chief Executive of the Fresh Produce Consortium.

During the Government’s spending review the Fresh Produce Consortium successfully lobbied the Department of Health and helped to secure the future of the School Fruit and Vegetable Scheme.

“A few pence a day is a small price to pay to help combat rising obesity and poor diet among children. The School Fruit and Vegetable Scheme in England has proved that it can increase consumption of fresh produce and is well placed to give youngsters a head start for eating a healthy diet. We’d like to see even more recognition of the essential contribution of fresh fruit and vegetables to the health of our nation,” added Nigel Jenney.

The key findings of the 2011 Freshfel Consumption Monitor are:

• UK production of fresh fruit and vegetables was 371.700 T in 2010, an increase compared to 2009 (fruit by 1.6% and vegetables by 1.6%);
• UK imports of both fresh fruit and vegetables increased in 2010 compared to 2009 (fruit by 1.8% and vegetables by 2.7%);
• In 2010 average UK consumption per head stood at 57.9 kg of fruit and 67.4 kg of vegetables. This translates into an average of 158.6 and 184.6 grams per day, or a total of 343.1 grams per day.  The recommendation of 5 A DAY is an equivalent 400 grams per day.
• UK consumers were ranked 21^st in consumption of fresh produce compared with consumers in the other 26 EU member states.

FPC drives the industry’s Eat In Colour campaign, an online resource with tips and advice for people of all ages to enjoy eating fresh fruit and vegetables as part of a healthy diet.