Most adults in the UK do not eat enough fruit and vegetables despite their proven health benefits in reducing the risk of many chronic diseases. Actually, much the same would be found in most developed nations.
A Government-led drive to boost fruit and vegetable consumption, called the "5 A Day" program, may have had the opposite result, according to research published recently. The UK Department of Health launched the program in March last year as a way of promoting healthy eating. It aims to increase fruit and vegetable consumption by raising awareness of the health benefits and increasing availability to all.
One element of the program involves an on-pack logo to help consumers calculate how much different products add to the recommended five portions a day of fruit and vegetables. This is a large and quite commendable undertaking.
The UK Government’s National Diet and Nutrition Survey from 2002 showed women consume 2.9 portions a day and men 2.7 portions. Research conducted in October this year suggests consumption has dropped even further. A survey of 2,645 revealed men ate 2.3 portions of fruit and vegetables a day and women just 1.6 portions.
A portion is approximately 80g of any fresh fruit or vegetable under the 5 A Day scheme. This equates to a medium apple or banana, a bowl of mixed salad, or three tablespoons of peas or carrots for example.
The Department of Health said fruit and vegetable consumption varied throughout the year. It also claimed there was strong public awareness of the 5 A Day message. Food Standards Agency’s consumer surveys also show a year on year increase in awareness of the 5 A Day message, which rose from 52% in October 2002 to 59% in October 2003.
More than 400 organisations have signed-up to display the logo both on packaging and on posters and literature to promote the healthy eating message. But not everyone is interested. Supermarket chain Sainsbury’s refused to use the logo on its products shortly after the launch because the scheme excludes added sugar, salt or fat and food giant Heinz announced it was pulling out of the logo campaign in March this year amid fears of planned new rules on eligibility.
It is a great shame when positive initiatives are taken, offering real health education and support for health behaviors, that both consumers and vendors show disinterest. There is just no helping some people.