Vegetable processing sector has something to say ...
A balanced diet and a healthy lifestyle are of vital importance. It is therefore essential to eat plenty of vegetables.
In order to place greater emphasis on this and to stress that processed vegetables are a satisfactory alternative to fresh vegetables, the vegetable processing sector (in collaboration with the European Union and national/regional governments) set up a comprehensive PR campaign in Belgium, France and the Netherlands.
This campaign is aimed at health specialists as well as directly at consumers.The message being imparted is clear: vegetables from a coldstore, tins or jars are easy to prepare and
can help you eat your daily requirement of vegetables.
Processed vegetables are definitely delicious and healthy. This is because they are processed within a very short timeframe after being harvested, as a result their flavour, quality and nutritional value are maintained at the optimum level.
Various communication tools:
- the websites have been made even more informative and interactive. Just navigate to www.easyvegetables.eu
where you can select your country. Among other things, there are a great many delicious dishes plus their
nutritional value to be discovered.
- in Belgium and France a TV, internet and print media campaign ran in February and March.
You can view the clips for canned and fresh-frozen vegetables in the context of sport and action again at
www.vlamdownloads.be/akkerbouw/tv-spot/ or www.legumes-infos.com/.
Advertisements for the print media were placed in a number of ladies' and health magazines.
- in the Netherlands a multimedia campaign was launched in April including a radio infomercial,
advertisements in supermarket magazines, press releases, in-store floor stickers, etc.
- brochures, newsletters and posters for waiting rooms will be created in the three countries for health
specialists, in which all positive aspects regarding processed vegetables will be stressed and misunderstandings
rectified.
