Minister of Agriculture Ilse Aigner started the new national campaign 'Frische ist Leben' (Fresh is Life) on the 9th of May. This is part of the program '5 am Tag' and is paid for by German producers, the Dutch fruit and vegetable bureau, the German fresh trade and VLAM. 
l-r: Kristophe Thijs (VLAM), Markus Nöthen (BVEO), Dirk Allerding (DFHV),
German minister of Agriculture Ilse Aigner, Jack Stroeken (G&F-bureau NL)
and Sabine Lauwen (spokeswoman 5 am Tag)
Under wide attention of the press the German Minister of Agriculture unveiled the new campaign picture under the Brandenburg Gate in Berlin. In this picture a sporty chap with fresh fruit and vegetables seems to jump out of the picture. The message is clear: choose the healthy way of living with sufficient fruit and vegetables. Also the European Union believe in the effect of thiese kind of health campaigns and will subsidise this initiative for a period of three years from 2012 to 2014. The campaign is being made known by posters in about 900 towns. The posters can be seen all over German streets for a period of 40 days with effect from 18 May. The trade is a partner as well and will support the initiative in its own environment.
Under wide attention of the press the German Minister of Agriculture unveiled the new campaign picture under the Brandenburg Gate in Berlin. In this picture a sporty chap with fresh fruit and vegetables seems to jump out of the picture. The message is clear: choose the healthy way of living with sufficient fruit and vegetables. Also the European Union believe in the effect of thiese kind of health campaigns and will subsidise this initiative for a period of three years from 2012 to 2014. The campaign is being made known by posters in about 900 towns. The posters can be seen all over German streets for a period of 40 days with effect from 18 May. The trade is a partner as well and will support the initiative in its own environment.
Minister of Agriculture Ilse Aigner: ‘We need initiatives to persuade and motivate people to do more for their own health. By this first national campaign of '5 am Tag' the theme healthy nutrition is even more firmly rooted."
Kristophe Thijs, VLAM-directeur Cologe, in front of the campaign picture
Germany is an important sales market for both the Belgian and Dutch fruit and vegetable supply. Therefore both countries are part of this initiative, Kristophe Thijs, director of VLAM-Cologne: "Germany is the most important client for Belgian tomatoes, cucumbers and lettuce. The Flandria quality has had a first class reputation for quite a while. It was therefore obvious for VLAM to support this campaign. After the EHEC-crisis of last year the confidence of Germans in fresh fruit and vegetables had suffered. Together with the Germans and the Dutch we worked closely together after this to make this campaign a success. That we have been successful in Minister Ilse Aigner to put her shoulders to the wheel makes our message known in a large area. The objective is to boost the consumer confidence again."