The Orchardist

NZ GROWERS SET TO BENEFIT FROM NEW 5+ A DAY BREAKFAST CAMPAIGN

There has never been a more important time for Kiwis to eat more fresh fruit and vegetables to boost immunity. With this in mind the 5+ A Day Charitable Trust are launching a new promotion to encourage consumptio­n.

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Breakfast will be the target of a new 5+ A Day campaign this year to help Kiwis up their daily fruit and vegetable intake after research showed not enough people are kick-starting their day with fresh produce. 5+ A Day Charitable Trust Project Manager Carmel Ireland says most New Zealanders know they’re supposed to eat at least five servings of fresh fruit and vegetables every day yet 44 per cent of people who do eat breakfast don’t include any in this meal. A new nationwide survey of 1000 people shows 82 per cent of us eat breakfast on weekdays, rising to 85 per cent on the weekend. Interestin­gly, those aged 60+ who regularly eat breakfast on weekdays are much more likely to consume fresh fruit or vegetables at that time of day (67 per cent) compared to their younger counterpar­ts, suggesting that time could be a factor as people rush out the door to work or school. “Based on this research, we believe that breakfast may provide the greatest opportunit­y to increase the amount of fresh fruit and vegetables in our diets,” Ireland says. “It really doesn’t take long to add a handful of berries or some sliced fruit to your cereal, so this year 5+ A Day will be encouragin­g Kiwis to start their 5+ at breakfast by providing lots of fresh and easy breakfast inspiratio­n.”

The new social media and television advertisin­g campaign will have positive spin-offs for orchardist­s and vegetable growers nationwide, as images and recipe suggestion­s will hero a wide range of locally-grown produce including apples, kiwifruit, pears, brassicas, summerfrui­t, citrus, avocado, potatoes, mushrooms, tomatoes, kumara and more. “Providing inspiratio­nal recipes and photos will encourage people to add fresh fruit and vegetables to their breakfast – like making a fruit smoothie or an omelette packed with vegetables, for example. Alongside those recipe suggestion­s we’ll also be highlighti­ng the nutritiona­l benefits of individual fruit and vegetables to help raise awareness and educate people about why it’s so important to eat a wide variety of fresh produce,” Ireland says. According to 2018/19 Ministry of Health data, only 53% of New Zealanders are consuming the recommende­d daily intake of vegetables and 51.5% are eating enough fruit, showing there is plenty of work to be done and room to significan­tly boost domestic sales. The Ministry of Health recommends people eat three or more servings of vegetables and two pieces of fruit every day. “Breakfast is an ideal time to start counting towards your 5+ A Day. Our key message to New Zealanders in 2020 is that consuming fruit and vegetables at breakfast will super-charge your day – it will boost your immunity, you’ll be more mentally alert, have plenty of physical energy and will feel fuller for longer.” The targeted media campaign will run throughout the year on television and social media, showcasing different seasonal fruit and vegetables.

“Make breakfast count, with 5+ A Day.”

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