Australia's fresh produce sector has launched a nationwide campaign aimed at encouraging children to eat more fruit and vegetables, in collaboration with popular children's entertainers, The Wiggles. The initiative was introduced in Brisbane at Hort Connections, the annual industry conference attended by more than 4,000 growers and stakeholders.
The campaign is spearheaded by the International Fresh Produce Association Australia and New Zealand (IFPA ANZ), with the support of various industry organisations. It comes in response to new research highlighting a gap between parental priorities and children's actual eating habits. While two-thirds of Australian parents consider it very important that their children consume the recommended amount of fruit and vegetables, fewer than half report that these foods make up the majority of their child's snacks.
The research, conducted by IFPA ANZ across seven countries, also indicates that Australian parents are less likely than their international counterparts to prioritise daily fruit and vegetable consumption for children.
Using the tagline "Fruit and Veggies Yummy Yummy," inspired by The Wiggles' well-known song "Fruit Salad Yummy Yummy," the campaign will be implemented through digital, social, and retail platforms, live concerts, and educational materials designed to promote fresh produce in a child-friendly manner.
Anthony Field, a founding member of The Wiggles, said the collaboration aligns with the group's long-standing messaging about healthy eating through music. He noted that the campaign expands their existing engagement with fresh food themes.
Belinda Wilson, Managing Director of IFPA ANZ, said the campaign aims to increase long-term fruit and vegetable consumption among children by building on habits already in place. According to Wilson, many Australian parents already involve children in food preparation and grocery decisions, offering a platform for further encouraging healthy choices.
The campaign is supported by funding partners including AUSVEG, Hort Innovation, Perfection Fresh, Flavorite, Mitolo Family Farms, and banana producers Premier Fresh and MacKays Marketing.
The IFPA ANZ represents a $24 billion industry and works to connect stakeholders across the fresh produce and floral value chain in both Australia and New Zealand.
For more information:
Siobhan May
International Fresh Produce Association
Tel: +1 (302)781 5855
Email: [email protected]
www.freshproduce.com