Horticulture for Health

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Horticulture for Health
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Todays consumers..

• Getting older
• Becoming more solitary
• More highly educated
• More ethnically diverse
• Are upgrading our palette
• Are eating out as much as were eating in
• Want food thats good for our health
• Want food to be good for the world
• Want food thats fresh/natural

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Todays consumers..

• Getting older
• Becoming more solitary
• More highly educated
• More ethnically diverse
• Are upgrading our palette
• Are eating out as much as were eating in
• Want food thats good for our health
• Want food to be good for the world
• Want food thats fresh/natural

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Getting older
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Want food thats good for our health
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Want food thats fresh and natural
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Key Trends report

• The trifecta of success is to have some real or
  perceived health benefit which can meet consumer
  needs for convenient healthy snacking which also
  has the advantage of providing benefits in an
  all-natural form true super foods!

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EPIC Study

• High levels of fruit and vegetables reduce the
  risk of dying early from any cause by 20 per
  cent.

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Better Health Its Simple

• One extra serve of fruit vegetables per day
  would deliver a potential saving of
• 513 million per annum in relation to cancer and
  cardiovascular disease alone.

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Better Health Its Simple

• Extra serve per person would deliver potential
  contribution of 869 million per year to
  industry.

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Go for 25
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Go for 25

• In April 2005 the Federal Government launched the
  program nationally with a 10 week 4.76m
  mainstream campaign.
• State and Territory Governments are providing
  ongoing support to the program in a variety of
  ways from mainstream advertising to community
  initiatives.
• HAL industry members are integrating the Go for
  25 message into their health-based domestic
  marketing programs.
• The commercial sector and other non-government
  agencies are engaging in the program via a
  sublicensing program managed by HAL. There are
  currently 30 sub licensees.

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Go for 25
Integrated Campaign
Mass communications/education
Policy
Environment
Research
Partnerships
Local Activities
Instore / POS
Online
Sponsors
Schools
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Go for 25
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Go for 25

• Innovative outdoor and press advertising.

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Go for 25

• And posters.

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Go for 25

• In-store support and demonstrations.

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Go for 25

• Literature and print support.

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Go for 25

• Merchandise.

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Go for 25

• School and community programs.

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Go for 25

• And, online and events.

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Go for 25
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Results

• The initial national campaign increased
  consumption by 11,600 tonnes of fruit and
  vegetables (0.1 serves per capita per day).
• Follow-up evaluation of the first four months in
  Queensland indicates an increase in consumption
  of 0.1 serves of fruit and 0.3 serves of
  vegetables per person per day.
• Western Australian Department of Health
  evaluation shows a lift in consumption of one
  serve per person per day achieved over a
  three-year campaign period.
• The combined evaluation of state and national
  activities points to an investment of 5 million
  per year for three years leading to a one serve
  per day increase in consumption.
•  

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Go for 25

• The World Health Organisation identified the
  campaign as a cost effective, best practice
  intervention in its report The World Health
  Report 2002, Reducing Risks, Promoting Healthy
  Life

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Nuts for Life
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Mushrooms for Life
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Vital Vegetables
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Vital Vegetables Partners
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Aims of Vital Vegetables

• The development of fresh, flavoursome and
  functional vegetables.
• Higher phytonutrient content achieved naturally.
• Broccoli with double the anti oxidant content.

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Horticulture for Health

• Health benefits
• Cross sector collaborations
• Innovation
• Economic benefits

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