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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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
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

Key national stakeholders from industry, government and NGOs explored the potential to form a National Vegetables and Fruit Coalition
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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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
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
Adults 25 - 54yo
Major food purchaser &  meal preparer
Health professionals
horticulture & food service industries

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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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