Building a National Vegetables and Fruit Coalition ...the Australian Experience

	Presented by
	Frances Warnock, Program Manager
	Christina Pollard, Western Australian Department of Health

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"National Priority Health Gain Areas"

		National Priority Health Gain Areas
		vegetables, fruit and legumes
		maternal and child health
		vulnerable groups
		overweight and obesity

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"Vision"

	Vision
		Increase proportion of population who eat vegetables and fruit every day
		Increase proportion of population who eat at or above the recommended level of vegetables and fruit
	Goal
		Increase vegetable and fruit consumption of the Australian population by at least one serve over five years

"Strong evidence for health benefits..."

	Strong evidence for health benefits of increasing vegetable & fruit consumption of population to 7 serves (+) per day
	SIGNAL calls for comprehensive,
	inter-sectoral, consistent effort to increase vegetable and fruit consumption

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"Explored partnership opportunities to seek..."

	Explored partnership opportunities to seek “common ground”
	Identified existing veg and fruit promotional programs to built upon
	Listened to concerns & identified barriers to be overcome
	Encouraged trust in partnership approach
	Noted shared vision to increase domestic consumption of veg and fruit

"Aim"

			Aim
			Key national stakeholders from industry, government and NGOs explored the potential to form a National Vegetables and Fruit Coalition
			Outcome
			Unanimous agreement to explore partnership opportunities to promote vegetables and fruit

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"To increase domestic consumption of"

	To increase domestic consumption of  vegetables and fruit (fresh & processed)
	Strong leadership
	Coalition provides umbrella for consistent messages, information sharing, synergy of efforts, reduction in duplication
	United lobbying and advocacy voice

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"Collaboration"

		Collaboration
		Economies of scale
		Achieving more together than separately
		Developing national campaign & promoting consistent messages
		Improving long term health of population

"Tri-partite –industry,"

	Tri-partite –industry, government & NGOs
	Whole supply chain –growers to consumers
	Add value to each stakeholder
	Public health approach
	Financial resources needed for programs
	Secretariat coordination

"Develop management model/structure"

			Develop management model/structure
			Formulate shared goals and action plan
			Keep stakeholders involved & committed to building the partnership & program
			Build trust and respect between partners
			Identify and secure financial resources to support coalition work

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"Working Groups -involvement &..."

			Working Groups -involvement & action
			Memorandum of Understanding -process & relationship
			Strategic Directions and Business Plan
			Business Case
			Advocacy Brief
			Communication -bi-monthly meetings
			Assisting to resolve conflict

"Highlight benefits:"

	Highlight benefits: health, economic, social
	Reviewed successful programs & models
	Recommended:
		Best practice US 5 A Day
		Recommended sustainable national action approach
		Possible funding sources & investment options

"Investment costs:"

	Investment costs:
	$15.3 million over 5 years
	Investment returns:
	veg & fruit intake increased by a serve/day
	£horticulture industry wholesale market value $434 million to $1.33 billion/year
	¤health care system costs:
		$24.4 million to $8.6 million/year for colorectal, breast, lung & prostate cancers
		$157 million/year for cardiovascular disease

"Consumers enjoy better health"

				Consumers enjoy better health
				Reduced costs of ill health
				Increased profits to horticulture and allied industries
				Social and economic benefits enhance development of rural industries

"Memorandum of Understanding signed"

	Memorandum of Understanding signed
	Offers of $s to maintain momentum
	Finalised 2003 budget & program
	Passing the baton -industry to be secretariat
	Advocacy work to commence…
		Gradually making progressing towards a national social marketing campaign in 2004?

"Be aware of why &..."

	Be aware of why & what you want to achieve from a partnership
	Explore opportunities fully with partners
	Communicate your position clearly
	Lay all cards on the table at the outset
	Seek “common ground”, be positive, open
	Develop clear action plans

"Sign a MOU early"

	Sign a MOU early
	Ensure adequate financial resources
	Ensure practical management plan in place
	Review progress regularly & acknowledge small early wins – don’t sweat the big stuff!
	Manage conflict fairly and completely
	Work to get a program happening within 12-18 months …when enthusiasm and interest are high!

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WA Fruit and Vegetable Campaign

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Getting to know the audience

Communication Objectives

	Encourage an increased consumption of fruit & veg
	Improve perceptions of the convenience & relative ease to prepare & consume vegetables
	Increase consumers’ knowledge of the recommended daily intake of fruit & veg

Single Minded Proposition

	Getting an extra serve of vegetables is easy

Target Audience

	Primary:
		Adults 25 - 54yo
		Major food purchaser &  meal preparer
	Secondary:
		Health professionals
		horticulture & food service industries

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"www.Gofor2and5.com.au"

	www.Gofor2and5.com.au

Results

	78% agree “ I only need to eat a few more vegies to be eating enough in my diet”
	44% said they were likely to try to include more veg in their diet

"Cookbook Campaign Phase"

	Cookbook Campaign Phase

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