JAPAN - Healthy eating is the focus of Zespri’s new global campaign, which has just launched in Japan with the support of the Japan Dietetic Association, Japan’s largest fruit and vegetable wholesaler Tokyo Seika, and New Zealand Prime Minister Christopher Luxon.

“Since 2020, Zespri has supported 26 healthy lifestyle programs in over nine countries, including nutrition education programs in schools and working alongside our partners to reach more than one million children, but we want to do more,” shared Zespri Chief Executive Officer Dan Mathieson. “While many people know what constitutes a healthy diet—including eating fresh fruit daily, most people do not meet recommended intake levels. The shortfall between the recommended and the actual consumption of fruits and vegetables is directly associated with increased mortality and non-communicable diseases, affecting the well-being of people and societies. The challenge lies in promoting these healthy, sustainable eating habits. We want to help fix that, supporting people to live healthier lives.”

The campaign focuses on improving global health outcomes by encouraging consumers to swap out one unhealthy food for a serving of fresh fruit or vegetables every day.

The campaign has been launched in Japan which, according to a press release, has some of the lowest consumption of fresh fruit globally. Broadening its impact, the campaign will be introduced to major Zespri markets through a series of impactful initiatives designed to promote fruit consumption.

“In Japan, one of Zespri’s largest markets, one in three adults suffer from malnutrition. We’re proud to be launching the Nutrition Reform Project in Japan and starting a movement to reform nutrition so no one is left behind. It’s fantastic to have the support of the Japan Dietetic Association as part of our mission to help people to eat well,” Mathieson added.

Overall, the campaign aims to encourage people to eat better to tackle the health challenges associated with malnutrition.

“Kiwifruit is one of the most nutrient-dense fruits, and as a brand associated with health, we want to help fix that, supporting people to live healthier lives,” added Chief Marketing, Innovation, and Sustainability Officer Jiunn Shih. “We’re committed to fostering lifelong, healthy eating habits so people can live happy, healthy lives, whether they’re young or old. This campaign is another step toward that.”

Read more about this new campaign here.

As we see more strategies to fuel produce consumption, ANUK will report on the latest.