Eating the rainbow

Food Science and TechnologyVolume 35, Issue 1 p. 32-35 FeaturesFree Access Eating the rainbow First published: 18 March 2021 https://doi.org/10.1002/fsat.3501_9.xAboutSectionsPDF ToolsExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text full-text accessPlease review our Terms Conditions of Use check box below share version article.I have read accept Wiley Online Library UseShareable LinkUse link a this article with your friends colleagues. Learn more.Copy URL Share linkShare onFacebookTwitterLinked InRedditWechat Rebecca Tobi Foundation describes Peas Please partnership's food system approach increasing vegetable consumption across United Kingdom. She outlines actions required businesses governments make vegetables more accessible, available affordable as route improving population health. The initiative was launched in 2017 clear mission: it easier for everyone UK eat vegetables. brings together partners from - farmers retailers restaurant chains, caterers manufacturers common goal consumption. Committed collaborative working, is led by project Foundation, Nourish Scotland, Sense Wales, NI, Belfast Network Sustainable Places, who secured engagement support organisations cities, bring about change whole improve people's Changing businesses, changing behaviours Shifting dietary habits not easy, but aims tackling all parts simultaneously, working actors do so. We are seeking address shortcomings many healthy eating campaigns that previously tried (rather unsuccessfully) increase UK's focusing on both supply demand-side drivers rather than education alone. Since launch 2017, we built momentum engagement, establishing programme model multi-stakeholder initiatives. Hugh Fearnley-Whittingstall Anna Taylor, Executive Director at Why so low UK? There wealth evidence showing association between diets high (and fruit) good health, yet remains low, only 33% adults just 12% 11 18-year-olds meeting 5-a-day recommendation1. An increasingly globalised chain has provided diverse fruits proved popular consumers, while similar trend been observed Data Living Costs Survey show purchases fruit increased 1974 2014, declined2. In 1987, example, bananas had 3% supply; 7.8% 2013, cabbages brassicas fell 7.5% 2.4% during same period time3. Low intake consequence numerous factors, number barriers Availability affordability key issues, following strong social gradient. richest 20% over half portion veg day poorest much less likely be no all4. Fruit 2.5 times expensive foods salt, sugar fat per 1,000 calories5. Moreover, always readily out-of-home settings, such cafes, restaurants canteens. A survey 630 sandwiches offered lunchtime found vast majority (over 90%) were meat, fish or cheese-based, 9% fillings being plant-based6. retail sector too some way go before sales up significant section portfolios. Retail shopping baskets declined past three years despite interest plant-based diets. When launched, 7.2% weight average basket composed As June 2020, fallen 7.0%7. know, however, order line Government's Eatwell Guide, should made (Figure 1). Figure 1Open figure viewerPowerPoint Comparison actual government guidelines Sources: National Diet Nutrition (NDNS), 7/8, 2014 2015 2016.; NHS, Eat Well ,2018; PHE, 2017. marketed other norms relating perception somehow desirable also needs tackled if becoming veg-eating nation. Just 2% soft drink advertising spent vegetables, research finding children often perceive ‘boring’ ‘disgusting’7, 8. For become easier, convenient option, need well making them appealing. environment takes systems focused its work access veg. This means recognise enough focus alone one part – pull lots levers once an impact national local level. Together therefore attitudes towards communities, advocating policies incentivise production through four workstreams: 1) Businesses. develop, obtain, monitor commitments initiatives companies grow, serve sell To date 95 ‘veg pledge’. 2) Communities. Veg Cities campaign coordinates activity 25 locations action cook, save further engage citizens, recruited 150 Advocates, will act agents their communities bridge business pledgers lived experience they serve. 3) Social norms. Power, Please's sister initiative, uses innovative communications encourage kids adopt loving keep life turn own children. 2020 Them Defeat reached 46m people worked directly 1,500 schools. 4) Policy. specific policy areas particularly vulnerable low-income groups safeguard future UK. ‘Evil Pea Kitchen Monster’ catering team Power advocate improvements Healthy Start Best voucher schemes families inclusion two portions every school meal new School Standards. founding members Vegetable Alliance, which supports case investing efficient historically underfunded edible horticultural sector. What Pledge? Participating commit pledge commitment customers varies depending type pledger organisation. Annual checkpoints milestones implemented along progress, results published annually Progress Report. Commitments encompass product development reformulation, menu development, communication marketing initiatives, price promotions, placement friendly (see 2). 2Open 5 ‘P's’ Some recent examples how amount served sold include: • Boosting ready meals. Our retailer continue great strides content meals, helping options healthier. Tesco significantly percentage own-brand meals least 26% 50% 2020. Launching veg-focused ranges products. Compass Group plant-forward range, Plantilicous, into contracts January range ensures makes daily Increasing featured menus. BaxterStorey committed spend PwC's offices achieve started promote delicious, healthy, seasonal, vegetarian vegan ‘hero’ dishes, encouraging try offer, availability choice dishes sides. Its evaluation suggested may reduced carbon footprint around fifth water roughly quarter. Birds Eye incorporated pledge, boosting 40% successful Full Colour campaigns. Commercial incentives engaging produce contributes global issues pose risk within outside system. Businesses under pressure governments, consumers investors sustainable systems. health environmental benefits9 represents opportunity cross-cutting benefits. Becoming implementing agreed can: Demonstrate organisation's nutrition responsible corporate citizenship. Support sustainability Seasonal lower foods. can used targets accreditations ISO14001. Serve consumer demands. With now aware sustainability, demand plant set rise. Health concerns drive 1/3 in-home choices10. Provide individuals supportive community. partnership runs twice yearly conferences regular workshops pledges provide opportunities meet like-minded professionals Meeting showcase leadership space peers. progress Monitoring ensuring involvement transparent accountable, allowing us continuously refine programme's activities. carried out combination self-reporting use aggregate, independently sourced metrics. Pledgers report back year July. Those reported updated figures most progress. pledgers, ask baseline data comparison point first Results then collated annual report. One outcome metrics measures additional since scheme. year's saw cumulative total 162m portions, 72.1m July 2019 3). COVID-19 resulted pledging unable due capacity operational problems caused pandemic. 3Open summary Next steps longer-term ambitions seen shift including responsibility reporting (for example Greggs Co-op), step right direction private play role strategic objectives. Corporate transition agenda place meat starchy staples promoting double duty when comes outcomes. Yet although difference, current drop ocean compared where simply selling, serving policy-makers create lasting change. If day, strengthened ambitious existing obtain currently sell. Ensuring core models important driving upstream changes diet population, wake Given obesity strategy, tighter regulatory citizen options, hope see 2023. aim renewed prioritises greater transparency volumes SMART (Specific, Measurable, Achievable, Relevant Time bound). numbers initial mainstream veg, would like monitoring process. powerful driver accountability among retailers, manufacturers. Tobi, Project Manager information get touch Pledge: Email [email protected] Telephone 020 3086 9953 Web foodfoundation.org.uk/peasplease/ References NDNS. NDNS: 9 (2016 2018 2019) GOV.UK [Internet]. Available from: https://www.gov.uk/government/statistics/ndns-results-from-years-9-to-11-2016-to-2017-and-2018-to-2019Google Scholar 2 Foundation. Facts 2016. http://foodfoundation.org.uk/wp-content/uploads/2016/11/FF-Veg-Doc-V5.pdfGoogle 3Scheelbeek, P.F.D, Moss, C., Kastner, T., et al. Kingdom's dependent imports climate-vulnerable producing countries. Nat 1: 705–12. https://www.nature.com/articles/s43016-020-00179-4Google 4 VEG FACTS IN BRIEF www.foodfoundation.org.ukGoogle Broken Plate Google 6Eating Better. Sandwiches unwrapped: snapshot Better [cited Jan 6]. https://www.eating-better.org/blog/sandwiches-unwrapped-2019Google 7Peas Please. PROGRESS REPORT 8Veg Power. Campaign Evaluation 2019. https://s3-eu-west-2.amazonaws.com/ifour-vegpower-uploads/wp-content/uploads/2020/02/09085158/Eat-Them-to-Defeat-Them-2019-Report.pdfGoogle 9Milner, J., Green, R., Dangour, A.D, 2015. effects adopting greenhouse gas emission BMJ Open 5: e007364. http://bmjopen.bmj.com/content/5/4/e007364.abstractGoogle 10Kantar Worldpanel. Total home consumption: 52 w/e December 2018. Volume35, Issue1March 2021Pages FiguresReferencesRelatedInformation