Small Stores to Encourage Fruit and Veg Consumption
British public health minister, Dawn Primarolo, has announced a pilot scheme designed to encourage more consumers to eat fruit and vegetables by funding corner shop promotions. Focusing on the northeastern part of the country, £800,000 ($1.12m) will be spent over the next three years.
Twelve stores have agreed to participate so far, with a target of 120 by spring 2009. The funding is meant to improve both selection and presentation in an effort to reduce obesity through healthier diets. There will also be a "dedicated project coordinator," according to a report on The Food & Drink Innovation Network.
The coordinator's responsibilities will include advice on "maximizing profits, minimizing waste and displaying and promoting the new fresh produce to the local community." Shop owners will also be able to link up with local initiatives, such as cooking clubs, in a bid to help their customers learn how to build fruit and vegetables into their diet.
Explaining the scheme's rationale, Ms. Primarolo said, "Around half of secondary school pupils tend to go to corner shops on the way to or from school to buy snacks, so it's essential they're offered a healthy option."
James Lowman, chief executive of the Association of Convenience Stores added, "We are excited about being part of this flagship project... Convenience stores trade at the heart of communities throughout the country and ensuring there is a strong selection of healthy, fresh produce on offer is an important step forward in tackling obesity."
The department said it chose the North East "due to its poor general health record compared to other parts of the country, in particular with regards to low life expectancy and high levels of childhood obesity. Concentrating the initial phases of this activity in this region will contribute to the Department of Health's work to reduce health inequalities in England."
When shops in Scotland trialed a similar scheme, profits were said to increase from 20 percent to 400 percent.
Discussion questions: What do you think of the U.K. government's initiative to promote fruit and vegetables at corner shops? What government incentives do you think convenience stores and supermarkets should be offered to drive healthier eating? Should the government be getting involved to this degree?