F6. Fruit and vegetables
"We will do more to create a positive environment that supports and enables people to increase their consumption of fruit and vegetables."
The following provides background and supporting information to help organisations understand what this pledge sets out to achieve and how, by becoming a Responsibility Deal partner, you can help deliver this pledge.
What this pledge sets out to achieve and why it is important.
This pledge is designed to mobilise action across the breadth of the food industry to help people to eat more fruit and vegetables, aiming for at least 5 portions of fruit and vegetables every day. This includes fresh, frozen, canned, dried, and juiced products, as well as fruit and vegetables in composite products.
The pledge reflects and encompasses the diversity of the food manufacturing, retailing, and catering sectors. It is purposely broad to ensure that partners across the sectors have the opportunity to pledge activities most relevant to their business to help increase fruit and vegetable consumption.
Sustained action by partners as part of this pledge can help to make fruit and vegetables a more desirable proposition for consumers and improve access and availability of these products across all food outlets. Taken together with a range of action by other partners, including government, primarily through the 5 A DAY work and Change4Life, this should help people eat more fruit and vegetables.
Eating more fruit and vegetables will help people to increase consumption of micronutrients, dietary fibre and non-nutrient substances, which together have benefits for our health. In particular, it will help prevent heart disease and some cancers.
Current consumption levels of fruit and vegetables
Data from the latest National and Diet and Nutrition survey (NDNS) and Health Survey for England remind us that we need more action to help people eat more fruit and vegetables. Latest results from the NDNS based on data collected between 2008/09 and 2010/11 found that the average consumption of fruit and vegetables was 4.1 portions per day for both men and women aged 19-64 years. The range of fruit and vegetable consumption is very large and only about a third of women and men are achieving the at least 5 A DAY guideline.
Annual national data from the Health Survey for England, which asks participants about the amount of fruit and vegetables they ate in the previous 24 hours, shows that the average number of portions consumed by adults increased slightly from 3.4 portions per day in 2001-2003 to peak at 3.8 portions per day in 2006-2007. Since then it has declined slightly and was 3.6 portions per day in 2010 and 2011. The same pattern is seen in the percentage of adults consuming five or more portions a day.
NDNS gives the most accurate estimates of consumption as it includes the contribution from fruit and veg in composite dishes whereas in the HSE participants are asked about the number of portions of different types of fruit and vegetables they ate the previous day.
Benefits to Public health
People who consume more fruit and vegetables tend to have a reduced risk of heart disease and some cancers, better bowel health and better micronutrient intakes and status.
Increasing the proportion of fruit and vegetables in the diet can also help to decrease the energy density of the diet. Through reformulation and/or substitution of other foods, it may contribute to efforts to reduce the intake of saturated fat, sugar or salt. If people sustain such behaviour over a long time, it may help to reduce weight gain.
How you can deliver this pledge
You can deliver this pledge by implementing a range of activities to help encourage people to consume more fruit and vegetables. What follows are examples of activities differing sectors may wish to consider as part of their delivery plans in signing this pledge. These cover broad areas relating to:
(i) making fruit and vegetables more widely available across all food outlets,
(ii) making it easier for consumers to achieve their 5 A DAY target, for example, by incorporating fruit and vegetables into composite dishes or meals
(iii) encouraging people to increase fruit and vegetables through incentives or other marketing activities
(iv) providing information to encourage consumption and advice to develop practical skills relevant to fruit and vegetable consumption.
Your pledge delivery plan
Shortly after signing up, partners will be asked to provide pledge delivery plans, laying out how they intend to meet each of the pledges they have signed up to. They will have up to 2,000 characters to describe their plans for each pledge they are signed up to. All delivery plans will be published on this website.
Reporting progress on your pledge
Partners will be asked to report on their progress by the end of April each year. For some pledges, partners will be asked to report using pre-defined quantitative measures, while for others they will be asked for a narrative update. Further information on the reporting arrangements for each food pledge for the reporting period 2014/2015 is available. All annual updates will be published on this website.
Partners can complete their delivery plans and annual updates online. Please login here.
Annual updates for 2012/13 and 2013/14 can be viwed below. Reporting on this pledge in 2012/13 was optional for partners.
Partners currently committed to this pledge (48):
- ALDI Stores Ltd (since 10 March, 2011) View latest update
- ARAMARK (since 25 October, 2013) View latest update
- Artizian (since 13 May, 2014)
- Bartlett Mitchell Ltd (since 15 October, 2013) View latest update
- Bidvest 3663 (since 8 July, 2011) View latest update
- Booker Group plc (since 10 March, 2011) View latest update
- Brakes (since 4 November, 2011) View latest update
- British Frozen Food Federation (since 7 June, 2011) View latest update
- CH&Co Catering Limited (since 12 July, 2011) View latest update
- Co-operative Group (The) (since 7 March, 2011) View latest update
- Compass Group UK & Ireland (since 18 March, 2014) View latest update
- Coventry and Warwickshire NHS Partnership Trust (since 1 May, 2014) View latest update
- Dine Contract Catering Ltd (since 1 November, 2013) View latest update
- Empower 2 Excel (since 22 February, 2013)
- Feel Good Drinks (since 31 January, 2013) View latest update
- Food Dudes Health Ltd (since 24 October, 2014)
- Gather & Gather (since 17 February, 2014) View latest update
- General Mills UK (since 10 March, 2011) View latest update
- Guide Dogs for the Blind (since 20 May, 2013) View latest update
- Harbour & Jones Ltd (since 12 March, 2013) View latest update
- Iceland Foods Ltd (since 25 March, 2011) View latest update
- Jamie Oliver Food Foundation (since 27 September, 2013) View latest update
- LIDL UK Gmbh (since 8 February, 2012) View latest update
- LITTLE TINKLERS NURSERY (since 20 June, 2013) View latest update
- Marks & Spencer (since 4 March, 2011) View latest update
- Mars (UK) (since 16 November, 2012) View latest update
- Morrisons (Wm Morrison Supermarkets Plc) (since 10 March, 2011) View latest update
- PhunkyFoods (since 28 June, 2013) View latest update
- Portsmouth City Council (since 13 August, 2014) View latest update
- Princes Limited (since 25 June, 2013) View latest update
- RehabWorks (since 3 July, 2014)
- Restaurant Group Plc (since 23 October, 2014) View latest update
- Sainsbury's Supermarket Ltd (since 10 March, 2011) View latest update
- SecureHealth Ltd (since 27 March, 2013) View latest update
- Signalling Solutions Limited (since 20 October, 2014)
- Sodexo (since 19 April, 2013) View latest update
- Southend Borough Council (since 17 July, 2014) View latest update
- Southern Co-operative (The) (since 2 September, 2011) View latest update
- Speiuss Ltd (since 19 December, 2012)
- Starbucks Coffee Company (since 31 May, 2013) View latest update
- Subway International B.V. (since 10 March, 2011) View latest update
- Tesco PLC (since 10 March, 2011) View latest update
- The Health Insurance Group (since 14 February, 2013) View latest update
- The Truscott Arms (since 20 May, 2013)
- The Walton Centre NHS Foundation Trust (since 22 January, 2013) View latest update
- University of Sheffield (since 16 April, 2013) View latest update
- Waitrose (since 10 March, 2011) View latest update
- Wellbeing People (since 5 February, 2013) View latest update