Produce Business UK (PBUK) and The London Produce Show and Conference have announced that applications will remain open for a short while longer for any international fresh produce company wishing to enter the annual industry competition that recognises marketing efforts to inspire children to eat fresh fruits and vegetables.
Titled ‘The Best International Initiative for Marketing Fresh Produce to Children’, the global competition is in its third successive year.
Open to international fresh produce growers, packers, importers, exporters, marketers, retailers, distributors and foodservice operators, as well as trade organisations and charitable or government entities, entrants have until midnight on Friday May 17, 2019, to make their application online here.
The prestigious prize recognises an original and exceptional marketing campaign that through effective communication has encouraged and increased the consumption of fresh fruits and vegetables among children.
The winner will be recognised as an industry leader for their inspirational marketing achievement to raise the profile and appeal of fresh produce among children, and will rank among previous award recipients Swedish retailer ICA Sweden (2018), and UK discount chain Lidl UK (2017).
Jim Prevor, Editor-in-Chief of Produce Business UK and the Founder of The London Produce Show and Conference, comments: “Children should be encouraged to eat a variety of fruits and vegetables, and this award is a celebration of the industry's creative initiatives to increase the consumption of produce among the younger generations.”
Sponsored by The Embassy of the Netherlands in the UK on behalf of the Dutch fresh fruit and vegetable sector, the award will be presented this year by Simon Smits, Dutch Ambassador to the UK, at The London Produce Show and Conference during Perishable Pundit's Thought Leader Breakfast on Thursday June 6, 2019.
Smits explains: “The Netherlands is a proud worldwide supplier of sustainably produced fruit and vegetables. But many children are missing out on this crucial part of a healthy diet.”
“That is why we applaud initiatives that aim to reconnect the younger generations with fresh produce and how it’s produced. We believe in the power of innovation and, as a long-term sponsor of this award, look forward to seeing the newest creative marketing approaches.”
Last year ICA Sweden won the accolade for its kids marketing initiative over the Halloween period, during which it launched a line of monster-themed fruit and vegetables, including: Spider bodies (blue potatoes), Dracula hearts (pre-boiled beetroot), Zombie brain (cauliflower), and Witch fingers (purple carrots).
Runners-up in 2018 were Netherlands-based HillFresh International for its Nickelodeon branded snacking fruit campaign, and UK-based The Fruit and Veg Kids for its awareness campaign.
In 2017, Lidl UK scooped the award in recognition of its ever-evolving range of children-sized portions of fruit, vegetables and salads under the Oaklands Fun Size brand and its accompanying campaign to engage children and change their perception of fresh produce.
The criteria for the award is based on originality, creativity, call-to-action, execution based on budgetary constraints, and significance of results.
For more information:
Linda Bloomfield
Tel: +44 (0)7711 509709
Email: linda.bloomfield@producebusinessuk.com