Promoting Produce Consumption Through 5-a-Day
The US Department of Agriculture has continued to promote the consumption of fruits and vegetables toward a healthier America through its "5-a-day" program. Perhaps you've seen the 5-a-day logo in your local supermarket. It shows a bright yellow sun behind a variety of fresh fruits and vegetables with the slogan: 5-a-day for better health on it.
The idea is to encourage consumers to eat 5 daily servings of fresh or processed vegetables, fruits, or 100% fruit juices.
A recent study on consumer awareness of the recommended number of daily produce servings, however, suggests a significant amount of education and promotion remains. 55% percent of consumers surveyed indicated either they didn't know the recommended number of servings or that it was something less than 5.
Many supermarkets have found considerable response to their partnership with this promotion. A recent 12 week test program in two supermarket chains saw produce sales increase by an average of 9% with the program with a cost of less than $400 per store. Sales were even stronger at the end of the 12 week period, suggesting that, unlike many promotions, customer purchasing patterns were really changing.
A 9% average sales increase for the entire produce section pays back the cost quickly when one considers that, according to Supermarket Business magazine, Americans spend over $6 per week per family on produce at the supermarket. Total consumer expenditures on produce amounts to about $60 billion a year. Over half of those sales are through grocery stores and supermarkets.
Promotion of the 5-a-day program is not restricted to supermarkets. Farm markets in New York and other firms involved with direct sales of produce have incorporated the 5-a-day program directly into their promotional packages.
Persons in Kentucky wanting more information on the 5-a-day program should contact Carol Forbes with the Department for Health Services at 502-564-7996. Carol is the official state coalition representative and would be glad to discuss details of the program and how it may fit into your promotional or educational needs.
For More Information
For additional information, please contact, Tim Woods.