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20 year plan strategy to increase fruit and vegetable consumption in France Laurent Damiens Aprifel - France PowerPoint Presentation
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20 year plan strategy to increase fruit and vegetable consumption in France Laurent Damiens Aprifel - France THE LIFELINE OF THE STRATEGY H N A P PRESERVING THE STATUS OF LEADER PRODUCTS AS «GOOD FOR HEALTH» DEALING WITH SLOWDOWNS OFFERING POINTS OF ENTRY ACTION PLAN

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slide1

20 year plan strategy to increase fruit and vegetable consumptionin France

Laurent Damiens

Aprifel - France

Workshop 5 a day in Europe

slide2

THE LIFELINE OF THE STRATEGY

H

N

A

P

PRESERVING THE STATUS OF LEADER PRODUCTS AS «GOOD FOR HEALTH»

DEALING WITH SLOWDOWNS

OFFERING POINTS OF ENTRY

Workshop 5 a day in Europe

slide3

ACTION PLAN

  • Setting up a plan of action in 3 stages :
    • Stage 1: 1993  1996  IMAGE
    • Stage 2: 1997  1999  ATTITUDE
    • Stage 3: 2000  2010  BEHAVIOUR

I. A. B.

Workshop 5 a day in Europe

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93 - 96

  • Advertising films “Fresh fruit and vegetables are full of health!”
  • Educational games in magazines for children
  • Recreational events for children (fresh fruit and vegetables villages installed in the centre of 5 French cities)
  • Actions in schools (educational kit, activities in school canteens)
  • Women’s press

STAGE 1: Work on the image of fresh fruit and vegetables with children (aged 6-12 years) and their mothers (under 40)

Workshop 5 a day in Europe

slide5

STAGE 2: Work on the attitudes of mothers of families (aged under 40)

97 - 99

  • Daily broadcasts for 3 years on M6 (7.54 p.m.) and TF1 (12.15 p.m.)
  • ease of preparation, recommendation for conservation, advice on buying
  • Actions in women’s press
  • Creation of the Scientific Committee of APRIFEL (Agency for Research and Information on Fresh Fruit and Vegetables) and communication of a “Health” message for Health professionals

Workshop 5 a day in Europe

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STAGE 3: Work on behaviour: “Acting out for increasing consumption of fruit and vegetables”

00 - 10

 Search for the typology of consumers in order to target the messages

 Search for a quantitative, comprehensible reference for each consumer

“What does eating more fruit and vegetables mean for a consumer?”

Study over 3 years: “IMAJ”

Qualitative phases followed by quarterly quantitative phases

Workshop 5 a day in Europe

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WHICH TYPOLOGY? 5 types of consumer

Unstructured meals

F4 : CULTURAL “INDIFFERENT” (19%)

F5 : SPORTY CYBER-GLUTTONS (24%)

Interest in nourishing food /Low investment in cooking

F3 : RUSHED ENTHUSIASTS (24%)

F2 : THE TRADITIONAL HOMEBODIES (16%)

Look for / like the variety of vegetables

Strong interest in/ appreciation of fruit and quality products

F1 : BALANCED, HEALTHY GOURMETS (16%)

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balanced healthy gourmets 16
BALANCED HEALTHY GOURMETS (16%)
  • The highest consumption group
  • Motivated by the taste and benefits of F&V. The most highly motivated by salads
  • Varied and balanced food
  • Cooking know-how
  • High sensitivity to quality (labels, region, bio products)
  • Market / early produce
  • Interest in nature, in walking in the country,...
  • Radio or magazine press
  • Lever of action: speech on quality fruit and the pleasure of vegetables in salad

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the traditional homebodies 16
THE TRADITIONAL HOMEBODIES (16%)
  • Fairly frequent but unvaried fruit consumption / average vegetable consumption (strong competition with canned food).
  • Deeply rooted nutrition habits.
  • Fixed timetables.
  • More classical cooking / less sensitivity to simple, fast recipes.
  • Consumers focused on the home, fairly undeveloped social life
  • Media : television (classical channels), TV games
  • lever of action: pleasure of consuming fresh food, in general, mixing of products, diversity

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rushed enthusiasts 24
RUSHED ENTHUSIASTS (24%)
  • Substantial and varied fruit consumption / vegetable consumption also considerable, especially in the summer.
  • Many salad consumers.
  • Importance of breakfast.
  • Cooking is an obligation / constraint of preparation / competition with frozen foods.
  • Considerable sensitivity to seasonality.
  • Very active type.
  • Media: daily regional press or television
  • Lever of action: simplicity of salads / pleasure of seasons / benefit of “vitamins”,...

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the cultural indifferents 19
THE CULTURAL “INDIFFERENTS” (19%)
  • Very average consumption.
  • Less motivatedby seasonality and by fruit and vegetables in general.
  • Competition with dairy products / starchy foods.
  • Average involvement in cooking.
  • Nibbling / cold meals more than others / full breakfasts.
  • Interest in cultural activities.
  • Media: television and more cultural media (cinema)
  • lever of action: simplicity of preparation and consumption / alternative consumption of fruit at breakfast and while nibbling / dressed salads

Workshop 5 a day in Europe

sporty cyber gluttons 24
SPORTY CYBER GLUTTONS (24%)
  • Low fruit and, to a lesser extent, vegetable consumers.
  • Little interest in seasonality.
  • Pronounced taste for thick consistencies, dishes in sauce.
  • Very little investment in cooking and nourishment.
  • The youngest and most active type. Interest in Internet and sport.
  • Lever of action: adaptation of the messages to their lifestyle.

Workshop 5 a day in Europe

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WHICH QUANTITATIVE REFERENCE ?

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current consumption
CURRENT CONSUMPTION

Number of fruits and vegetables

Jour

Q : Quartile (25 %)

x = 4,7 different fruits and vegetables per day

* IMAJ 98

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objective
OBJECTIVE

The Interprofession of fruit and vegetables has set an objective to be fulfilled within 10 years:

To double fruit and vegetable consumption

400 g 800 g

5 10 ?

fruits or vegetables fruits or vegetables

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working of the concept

CHANGE IN BEHAVIOUR

WORKING OF THE CONCEPT

“10 A DAY”

To establish a goal to attain, a direction in which to lean (but not to make rules, not to impose minimum requisites)

To call out

Need to shock in order to make people think

Making people aware of their own insufficient fruit and vegetable consumption

So that the consumer is situated in the dynamics of change

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TO MODIFY BEHAVIOUR: NEED FOR PERSUASIVE COMMUNICATION, WHICH CALLS OUT, WITH REGULAR REPETITION, A SIMPLEMESSAGE ON THE LONG TERM

Modification in behaviour

10

Phenomenon of drop with effect of persistence

8

Wave of advertising

Effect of increase

Capitalising on the modification in behaviour

5,2

Time

4,7

June 00

2004

2006

2008

2010

Waves of advertising

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the perfect convergence with the public health policy
THE PERFECT CONVERGENCE WITH THE PUBLIC HEALTH POLICY
  • The new RDI (Recommended Daily Intake) tables
  • The European guidelines in matters of Health and Nutrition
  • The French Recommendation from the "Haut Comité de Santé Publique" (High Committee of Public Health) : eat every day between 400 g and 800 g of fruits and vegetables.

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An average weight of a fruit or a vegetable consummed is equivalent to approximately 80 g.

From the french HCSP :

400 g 800 g

5 10

fruits or vegetables fruits or vegetables

Workshop 5 a day in Europe

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In october 2001 a political action was taken by the French Health Ministry. The National Nutrition Program of Public Health was created. The first recommendation of this plan is to reduce the number of small consummers of fruits and vegetables. The authorities launched a campaign to consume at least 5 fruits and vegetables a day.

  • There is no contradiction between this strategy and our ’s. The governmental strategy is focussed on the small consummers ; we target the whole population.

Workshop 5 a day in Europe

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ONE SAME OBJECTIVE,TWO STRATEGIES

 3

F4 : CULTURAL “INDIFFERENT” (19%)

> 5

 1.5

F5 : SPORTY CYBER-GLUTTONS (24%)

F3 : RUSHED ENTHUSIASTS (24%)

 6

< 5

F1 : BALANCED, HEALTHY GOURMETS (16%)

F2 : THE TRADITIONAL HOMEBODIES (16%)

 9

 4

Workshop 5 a day in Europe