Project Description

Background

A review of studies by this working group documented that high fruit and vegetable intake is associated with lower prevalence of many Non-Communicable Diseases (NCD). This association is particularly well-founded for certain cancers (3, 11). The report estimates that an increase in fruit and vegetables intake to 600 grams daily will reduce the risk of cancer and Ischemic Heart Disease by 15 – 30% (3). In relation to the current daily intake of 280 grams/day, a two fold increase in consumption is necessary.

A variety of campaigns, and general information have contributed to increasing the level of health knowledge in Denmark, resulting in 99% of the adult population are aware that fruit and vegetables are healthy (4). Other studies show that especially those responsible for meal planning and preparation in families with children are motivated to prepare food with more fruit and vegetables (4,5). The 1995 national dietary survey and analysis of data from Denmark's Statistical Bureau, suggest that knowledge and motivation are not sufficient to increase fruit and vegetable intake in Denmark.

The projects main aim is developing and testing concepts and methods, which make it easier for individual consumers to acquire and eat more fruit and vegetables. This project is in compliance with 3 food policy initiatives issued by government agencies during the last year.

1. The Ministry of Food, Agriculture and Fisheries, in their latest publication writes that Denmark is exemplary in the area of food safety (12), and it is important that food safety issues are considered from a holistic point of view. This is especially relevant for fruit and vegetables, because consumers are apprehensive about pesticide residues, which is an important barrier to increasing consumption of fruit and vegetables. In addition, the report makes clear that NCD risk factors can be significantly reduced, if the population's diet included more fruit, vegetables, bread and cereals, and markedly less fat - and that efforts to change the composition population's diet should be considered.
2. According to the Ministry of Food, Agriculture and Fisheries (MFAF) Advisory Research Council's Strategy 2000 (14), more focus should be given to health and nutritional value of products, creating a foundation for developing of differentiated products, building knowledge of consumer preferences in product development processes, along with general improvement innovation in food industry and more market oriented strategies.
3. Finally, the project contributes to the realization of the government's statement on food policy from January 1998 (12), in which the need for promotion of healthy dietary habits is highlighted – notably that fruit and vegetable intake must be increased.

The Danish Cancer Society and The Danish Food and Veterinary Agency, have worked actively to identify and analyze barriers to increasing fruit and vegetable intake. The 1995 report "Is it possible to eat more carbohydrates", (4) suggested that the most widespread and significant barrier, is the populations' misconception that they already consume an adequate amount fruit and vegetables. This finding is the main reason for publication of specific recommendations for daily intake of fruit and vegetables. A number of later studies confirmed these findings (sources or delete).

Another important barrier is time available for meal preparation. The 1995 national dietary survey (5) found that time was the most important barrier for persons who do not eat as healthy as they would like to. Time was also listed as a decisive factor in a recent analysis of the population's use of recipes (8). Finally, a telephone survey undertaken by the Danish Cancer Society and the Produce Marketing Association confirmed that time is an important factor, finding that time was the next most important barrier. Perhaps it is lack of time that explains individual preference of fruit to vegetables in both England and Denmark (6, 7). The majority of vegetables are time intensive to prepare, while fruit generally can be eaten immediately without preparation. The fruit and vegetable industry in USA has recognized this, and has marketed and successfully sold a variety fruit and vegetable convenience foods for a number of years - making eating more fruit and vegetables easier.

The third and very significant barrier which this project builds on, is lack of access to fruit and vegetables. That is, the assumption that people will eat more fruit and vegetables, if access to these healthy choices is made easier. Analysis of American school childrens' intake of fruit and vegetables, showed clearly that intake on weekdays and during the weekend was substantially different, and can largely be attributed to an extensive net of cantinas that ensure students' access to fruit and vegetables every day. In a project financed by the British Ministry of Agriculture (MAFF) (6), interventions studies an increased fruit and vegetable intake from 324 to 557 grams/day. The methods that subjects found most useful, were all related to practical ways to increase access to fruit and vegetables in their everyday lives.

Finally, a recently published American study (13) shows that access is decisive for the magnitude of intake. In this study, parents were interviewed about the availability of 10 fruits and 10 vegetables in the household, and access by determining how readily consumable the fruit and vegetables were. The results showed that the degree of preparation influenced intake, e.g. carrots are first accessible by children when they are peeled, cut and placed in the front of the refrigerator.

1. Belief that they already eat enough fruit and vegetables – consequently "6 a day" campaign
2. Lack of time to prepare food with lots of vegetables – consequently focus on fruit and vegetables convenience foods
3. Lack of access to fruit and vegetables – consequently efforts to provide objective-directed supply of fruit and vegetables

Retail trade

Cooperation with the retail trade sector has a great potential for increasing purchases of fruit and vegetables significantly - and consequently intake, making the retail trade a particularly effective intervention point. Fruit and vegetables purchases in Denmark can be categorized as impulse purchases. In this context, supermarkets can have a great effect on fruit and vegetable purchases, because the decision to purchase fruit and vegetables is likely to take place in the retail outlet.

Retail outlets are also important as an intervention area, because this is where the greatest part of marketing for fruit and vegetables takes place. The Retail sector has abundant experience with sales promotion activities, and fruit and vegetables are a high markup product category with a good profit growth potential for the retail sector. Consequently the retail sector will be a motivated and important collaborative partner. Cooperation with the retail sector also offers the possibility of daily collection inexpensive, precise Point of Sales data for specific products or product groups, making measurement of the effect of eventual interventions in the retail outlets relatively easy.

Experiences, especially in the USA, show that increased collaboration between health organizations, the fruit and vegetable branch and the retail sector can result in increased sales (10).

This project's collaborative partners have a common belief that there is a large and previously unexploited potential to establish wide reaching cooperation between growers, the food industry, governmental agencies and non governmental organizations to achieve the projects objectives. In the project a synergetic effect should be created, by establishing of new collaborative relationships between authorities, organizations and industry^*.

The project will be divided into three areas of intervention named: Retail Trade; Objective-directed supply and cross cutting activities.

1. "Danskernes kostvaner 1995", publikation nr. 214, Levnedsmiddelstyrelsen 1996
2. "Danskernes kostvaner 1985", publikation nr. 136, Levnedsmiddelstyrelsen 1986
3. "Frugt og grønt – anbefalinger for indtagelse", publikation nr. 244, Veterinær- og Fødevaredirektoratet 1998
4. Buus, H. og L. Haastrup. "Kan man spise flere kulhydrater?" Kræftens Bekæmpelse og Levnedsmiddelstyrelsen 1995
5. Groth M., 1998. "Danskernes spisevaner 1995". Foredrag i Selskabet for Ernæringsforskning
6. Cox DN, Anderson AS, McKellar S., Reynolds J., Lean MEJ, Mela DJ. "Vegetables and fruits: Barriers and opportunities for greater consumption. Nutr Food Sc 1996; 5:44-47
7. Tranberg Marketing Rekommandation: "Frugt- og grøntsituationen august 1998" udarbejdet for GAU og Kræftens Bekæmpelse
8. GfK Danmark A/S. "Brug af opskrifter i danske hjem". En kvalitativ undersøgelse gennemført for Danske Slagterier og interessegruppen omkring opskriftsprojektet, 1998 og "Brug af opskrifter i danske hjem". En opfølgende omnibusundersøgelse til en kvalitativ foranalyse gennemført for Danske Slagterier og interessegruppen omkring opskriftsprojektet, 1998.
9. Skytte, H., et. Al., "Vurdering af markedsmulighederne for produktideer i Vertikalt Netværk for frugt og grøntsager". MAPP Handelshøjskolen i Århus 1997
10. Foerster S., Heimendinger J., Di Sogra LK, Pivonka E. "The National 5 a day – for better Health!" Program: an American nutrition and cancer prevention initiative. Implementing Dietary Guidelines for Healthy Eating. Wheelock (Ed). Chapman & Hall, London, 1997, 447-479
11. "Food, nutrition and the prevention of cancer: a global perspective", World Cancer Research Fund/American Institute for Cancer Research, Washington, 1997
12. Regeringen "Danmark som foregangsland. Fødevaresikkerhed". November 1998.
13. MD Hearn, T Baranowski, J Baranowski, C Doyle, M Smith, LS Lin og K Resnocow. "Environmental Influences on Dietary Behavior Among Children: Availability and Accessibility of Fruits and Vegetables Enable Consumption" I: Journal of Health Education 1998; 29, 26-32
14. Strukturdirektoratet. "Strategi 2000 for Fødevarministeriets Rådgivende Forskningsudvalg" Januar 1998.
15. 15. Regeringens Fødevarepolitiske Redegørelse, Fødevareministeriet, januar 1998.

Project organization is established in cooperation between the Ministry of Food, Agriculture and Fisheries, the Danish Food and Veterinary Agency, the Danish Cancer Society, Produce Marketing Association, and representatives of fruit and vegetable working councils together with the Fruit and Vegetable Processing Association.

A more detailed description of project organization will be presented in a separate framework agreement for the project "6 a day". In the framework, the total project is described as an umbrella organization for two projects - the development project described and the campaign project. The campaign project is primarily coordination and implementation of fruit and vegetable information campaigns under the slogan "6 a day". The development project is expected completed in april 2004.

All project employees will be physically located 6 a day project secretariat in the Danish Cancer Societies premises - with the purpose of promoting inspiration and synergy between the development and campaign projects.

Overall Management of the project will be undertaken by the Danish Cancer Society´s Morten Strunge Meyer, Produce Research Associations' Torben Bo Toft Christensen tbc@landbrug.dk and Ellen Trolle etr@vfd from the Danish Veterinary and Food Agency.

For more information about specific projects, please contact:

Retail Sector Projects:Anders Krøyer ak@6aday.com

Direct Supply Projects: Hanne Vig Flyger hav@6aday.com

Retail Trade

The individual projects in this intervention area are evaluated where possible by measurement of changes in sales of fruit and vegetables or changes in consumer groups intake of fruit and vegetables.

Projects under cross cutting issues are aimed at developing standard methods and methodologies that allow comparison of results between the different projects. Operating costs of sales promotion activities, interventions etc. will be approximated, and be used in evaluating by cost-benefit analysis, and the most advantageous initiatives for future application in fruit and vegetable promotion activities will be identified.

An important part of all the individual projects is dissemination of results, primarily in the form of data showing the effect of the various interventions. However, it is equally important that experiences and materials related to the practical tasks and processes from the various projects are widely available to the whole retail sector. A high level of competition, especially for consumables in Denmark has contributed to, that in Denmark the retail sector has not chosen to collaborate on a common and generic marketing of fruit and vegetables as seen in Norway and Sweden. Experiences of cooperation and collaboration are expected to motivate the Danish retailers, wholesalers, and producers to actively, objectively and with a shared economic responsibility to establish a common generic marketing strategy for fruit and vegetables.

Convenience products image

One way of achieving increased intake of fruit and vegetables, is through the fruit and vegetables "industry's" creation of convenience products, which require less preparation or are readily eatable. Production and sale of such products is extensive in the USA. According to previous studies, Danish consumers believe that the quality fruit and vegetable convenience foods is poorer than unprocessed products (1). Such products, although several have been test marketed, have failed to succeed in Denmark. This can also be attributed to a producers and product developers lack of knowledge concerning consumer attitudes to convenience products.

Successful marketing of convenience products in Denmark requires a detailed analysis of consumer attitudes and barriers to such products.

This project should create baseline knowledge of consumer attitudes to 4 different convenience products: portioned fruit, ready to eat salads, frozen vegetables and fruit juice.

1. Workshops for each product type are carried out. 10 – 15 representatives from the retail sector, production and product developers participate in each workshop, and participants are confronted with consumer attitudes towards respective products.
2. Each workshop concludes two main questions. First, an analysis and discussion of existing barriers and attitudes. Second a future strategies workshop where possibilities of meeting consumer barriers will be identified identified.

Quality and assortment

Hypothesis

It is assumed that retail outlets that have products of a particularly good quality and a large assortment of fruit and vegetables will sell more than outlets with a low quality and limited assortment. Additionally, it is believed that consumer information on variety, taste and good practical use will increase sales, and repeat purchases.

Documentation of the effect that higher quality, more aesthetic presentation and larger assortment has individually and/or has on the consumers' intake of fruit and vegetables. Additionally, the effect of more information on variety, taste and practical use lead to increased sales and repeat purchases.

Improvement of quality and assortment is documented, and practical experiments are designed so that variation caused by: season, consumer purchase from a variety of outlets, price reductions and marketing can be controlled.

Sales in participating outlets are measured, and a minimum of 100 households' fruit and vegetable intake is monitored during quality and assortment intervention period. The study will take place in close cooperation with a wholesaler and a number of retail outlets (max. 12) in a naturally defined local area for a period of 6 months.

Establishing and maintaining qualifications

In Denmark, jobs in the fruit and vegetables departments of retail outlets are often associated with low status. Produce employees are often recruited from the street, with little or no training. It is difficult to maintain expertise in the produce departments because typical career paths bring produce workers to other departments or assignments. This is supported by a 1997 survey of retail outlets selling fruit and vegetables in 47 municipalities (2), that concluded that there was a lack of fundamental knowledge of handling, storing, quality and use of individual products in majority outlets, even in the best outlets.

High quality and good presentation in retail outlets leads to increased sales. High quality and presentation relies on, if the outlet has experienced and professional fruit and vegetable employees. Increased education results in more professional employees, which are easier to hold.

Collect knowledge about the need and interest in increasing the education level of fruit and vegetable employees in Denmark, and outline content and educational activities.

Baseline study of existing Danish experiences and practices through interviews with decision-makers, educators and fruit and vegetable buyers and produce department employees. The following 5 themes will be investigated:

1. Exposure of the fruit and vegetable branches knowledge of and attitude to the hypothesis that better trained produce staff will result in better sales (and increased intake)
2. produceAnalysis of the retail sectors interest for a common (or partially common) education system.
3. Collection and communication of experiences in Denmark in relation to improving conditions of employment, with the aim of lowering employment turnover in fruit and vegetables departments and maintaining a professional, knowledgeable staff.
4. What should produce department staff learn? With a point of reference to Danish and foreign experiences, formulation and discussion of a professional curriculum for fruit and vegetable department staff, i.e. Product Knowledge, Quality Criteria and Control, Storage, Handling, Presentation, Purchasing, Customer Relations and Sales Promotion.
5. With a point of reference in Danish and foreign experiences, to describe and discuss advantages and disadvantages of various different teaching methods/ and forms i.e. On-the-job training courses, check lists, video and multimedia based education.
6. Presentation of survey results to decision-makers in the fruit and vegetable sector. The following discussion should result in a description of realistic, future initiatives in this area.

Price Elasticity

Background

There is a large difference between the price that fruit and vegetable growers get and the price which consumers pay in retail outlets. At the same time, price is the most important sales argument in the retail sector.

Lower prices are expected to lead to increased sales of fruit and vegetables.

Collection of documented examples of the effect of price reduction strategies (discount) on sales within the retail sector. Collection of data will be achieve through semi-structured interviews.

Investigation to document the sales promotional effect of long term price reduction, can lead to a sustainable increase in consumers intake of fruit and vegetables. Intervention should be designed so that variations caused by: season, subjects shopping at more than one outlet, discounts that are short term as well as differences in product quality can be controlled for. The intervention study is implemented in cooperation with a wholesaler and a number of retail outlets (supermarkets).

Communication and discussion of results with key actors from fruit and vegetable sector.

Sales Demonstrations

In the marketing of coffee, dairy products, wine, etc. sales demonstrations are often held. Sales demonstrations are rarely used for fruit and vegetables or fruit and vegetable products. Sales demonstrations are especially relevant during the introduction of new items. This can be in the form of completely new products or new ways of preparation or use.

The general populations' utilization of fruit and vegetables is limited to a very narrow assortment. Thus, it is relevant to give consumers the chance to taste different products that are currently only sold in smaller amounts. Sales demonstrations are also useful in the demonstration of new, convenience products, giving consumers the chance to judge quality of these new products. The most important barriers to more extensive use of sales demonstrations are the costs. Sales demonstrations normally cost between 2,000 to 3,000 DKK in wages, transport, equipment and materials, with wages representing the largest cost. Possibilities exist in using volunteer, e.g. local associations of the Danish Cancer Society; some of these groups already have experience with demonstrating fruit and vegetables in stores.

Increased use of sales demonstrations for fruit and vegetables products can lead to increased sales. Use of volunteer labor can reduce operation costs, making sales demonstrations profitable for retail business.

Through practical intervention studies to document the effect of sales demonstrations on sales in retail outlets.

1. Carry out trials with professional demonstrations in at least 20 different retail outlets to document the sales promoting effect. Along with measuring the effect of the individual demonstrations, it will also be investigated if more (more than 1) demonstrations in chosen outlets lead to a continued increase in sales. Including, the possibility of the demonstrations motivating the outlets own staff to carry out sales promoting activities i.e. samples.
2. As an experiment in cooperation with a retail outlet chain, 2 groups ("normal" volunteers and volunteers with professional qualifications, e.g. students of nutrition and home economics) of interested volunteers will be trained. Training and selection of volunteers carried out in accordance to criteria decided upon by retail outlets.

Discount Coupons

Competition for fruit and vegetable sales has mainly been focused on pricing strategies in the form of special discounts, and the use of weekly discount flyers. This project is included to ensure the comparability of the results from following retail trade projects with existing marketing initiatives (strategies).

Collection of Data and Information on the effect that price discount strategies (and discount coupon weeklies) have on sales.

Cooperation is started with 4 interested supermarket chains and approximately 10 food companies. Collection and Analysis of sales data for products at normal price, discounted price and advertised in weekly flyers. The study should be designed so that control of random variations in the sales of products is included. Also, an appraisal is sought, if advertisements and discounts lead to a total increase in sales, or substitution of normal priced goods with discounted products.

"6 a day" in Shops

During recent talks with fruit and vegetable business representatives and a study tour to USA, a number of sales promotion activities were identified, that aren't investigated as part of the other projects.

A variety (listed under activities) of sales promotion activities will affect sales of fruit and vegetables.

To inspire the retail sector to carry out a variety of sales promotion activities, and to document the effect of these activities.

• Product information
• Handing out recipes
• Recipes on packaging
• Shopping lists
• Taste samples
• Sampak
• Smaller units
• Competitions
• Cooperation with Schools
• Supermarket tours
• Visual Effects
• Sales videos
• Consumer evenings with demonstrations

Which of the listed activities will be realized, is dependant on market-related conditions and interest of the retail sector. The role of this project, is not to actually undertake these activities, but is limited to the role of idea bank, sparring partner along with assistance in planning and evaluating interventions such as these.

Summary of Individual Projects

1. Fruit and Vegetables in Schools
2. Drop Box Schemes
3. Fruit at work
4. Catering

Fruit and Vegetables in Schools

In Norway, Holland and USA, fruit and vegetable subscription programs have proven successful. School children are given a piece of fruit, a vegetable or juice every day. In the USA, it has been documented that school meal programs have significant effect on students fruit and vegetable intake. In Norway, the National Nutrition Council is working on finishing the concept with the intention establishing a nationwide fruit and vegetable subscription program. A well functioning nationwide school milk program already exists with EU funding.

By offering parents the possibility to subscribe to daily fruit, vegetable or juice for their children at school, students' total fruit and vegetable consumption can be increased.

To develop, test and document the effect of fruit and vegetable subscription program aimed at grade school students.

1. Survey and analysis of existing programs in Denmark
2. Survey and analysis of existing programs in other countries
3. Preparation of test marketing (logistic planning, negotiations with local government (municipal), schools and distributors, written materials to schools, suppliers, parents and students prepared.
4. Test Marketing of fruit and vegetable subscription test marketed in 10 different schools 5 leisure time facilities in 2 municipalities in two consecutive half-year periods.

Drop-box schemes

A number of innovative direct marketing initiatives have been started by organic fruit and vegetable producers, which target private households. The most common schemes are those, in which private households subscribe to a weekly box or bag of fresh organic produce. None of these initiatives have been evaluated in respect to their effect on fruit and vegetable consumption.

Fruit and vegetable subscription schemes increase fruit and vegetable intake, and lead to consumption of a wider variety of fruit and vegetables among participating households.

The purpose of this project is to investigate fruit and vegetable subscription schemes are an effective and profitable way of increasing fruit and vegetable intake.

1. Survey of existing fruit and vegetable drop box schemes
2. Measurement of selected fruit and vegetable drop box schemes effect on subscribers' fruit and vegetables intake - according to quantity, variation, purchase time utilization and subscriber satisfaction.
3. Investigate ideas on how such schemes can be improved in respect to facilitating wider introduction, attaining the largest possible effect on subscribers' fruit and vegetable intake, and achieving a greater degree of consumer satisfaction (i.e. quality guarantee, flexible amounts and increased customer choice).

Fruit and Vegetables at work

Consumption of fruit and vegetables, can according to intervention studies in the USA (4,5), be significantly increased, if access is improved at work sites.

Introduction of fresh fruit and vegetables to employees and in certain cases customers, can increase the total intake of fruit and vegetables.

Develop and test different concepts and models of supplying fruit to work-sites, and estimate motivation of management in small, medium and large enterprises to offer fruit at no cost.

1. Different models of financing, distribution and quality control for company fruit schemes are developed, tested and evaluated in relation to changes in employee total fruit intake. Testing of models and concepts is conducted in close cooperation with wholesalers or other distributors (i.e. green grocers, organic producers) interested in supplying work-sites with fruit.
2. Through test marketing in a limited geographical area, the possibility of motivating management to establish company fruit schemes will be estimated - in large, as well as small and medium size enterprises.

Catering

A large part of the Danish population eats at least one of their daily meals away from home. This includes meals eaten in company canteens, hospital, nursing homes as well as home meal services for older people. Public meal services alone serve approximately 1/2 million meals daily, and it is estimated that approximately the same amount is served in company canteens. Due to a lack of studies in this area, little is known about the quantity fruit and vegetables served with or in these meals, or what practical and attitudinal barriers exist to changing existing practices. Possible barriers are lack of time, lack of knowledge, special production limitations, motivation and perception of higher cost. The Danish Cancer Society has carried out a number of campaigns directed at company canteens; evaluations and experiences from these projects will be incorporated in this project.

Communication of practical knowledge (information) on preparation of fruit and vegetables in canteen kitchens and practical guidelines for reorganization of production to include more fruit and vegetables will result in increased fruit and vegetable intake for the general population.

Inspire caterers, in both public and private sectors, to serve fruit and vegetables in amounts that correspond to the recommendation of 600 grams per day by providing them with practical tools, guidelines and eventually knowledge to achieve this.

1. Survey of at least 4 large scale kitchen operations (both institution and company will be included) use of fruit and vegetables and related preparation processes. In addition, a "problem catalogue" for increasing use of fruit and vegetables will be prepared based on visits to kitchens, interviews with key person. End-user (kitchen leaders, kitchen employees) motivation for using choosing or denying certain products will be outlined, and a product catalogue will be produced including convenience products and conserves, and their ideas for their use.
2. Create increased knowledge on how fruit and vegetable quality can be improved, and consumption be increased, including including practical trials and experiments in VFDs test kitchen and selected industrial kitchens.
3. Carry out intervention studies in two canteens (one company and one institutional), where production is reorganized to include more fruit and vegetables.
4. Communication of results from the listed activities will be compiled in publication targeting the catering sector (industrial kitchen employees). This publication will include a catologue of fruit and vegetable products, as well as practical instructions for storing, handling and preparing fruit and vegetable. The publication will be distributed to canteens as a part of Danish Cancer Society's canteen theme week, and marketed in professional journals for cooks, catering officers and management.

Cross-cutting Activities

In the following section, activities will be described that are not included in either the retail or objective-driven supply, but are necessary to carry out these projects.

Summary of Projects

Cross cutting activities can be charactarized as tools, methods and methodologies necessary to complete the actual development projects.

Comparable measurement methods

Describe and adapt if necessary existing methods to measure dietary intake and sales of fruit and vegetables. These methods should make comparison between projects and activities possible. In addition, coordination of the different activities field work, so that interaction between the different interventions are registered, and economies of scale are exploited through statistical experimental planning. Finally, to develop methods to validate the association between intake data and sales data.

1. Develop methods to measure intake. Based on the past experience of the Danish Cancer Society and the Danish Food Agency, and Institute of Human Nutrition Research, adequate methods will be selected and adapted to specific projects, where fruit and vegetables intake is a parameter. Existing methods will be optimized especially in relation to measuring change and accurately representing fruit and vegetable product groups (or by optimal definition of fruit and vegetable product groups ensuring accurate measurement.
2. Methods for registering sales. Retail collaborative partners supply in practice ensure access to individual retail outlet point of sales data, and accounting records for distribution of fruit and vegetables to outlets. In addition, expertise from school of business will be incorporated in development of guidelines and processes for data collection.
3. In relation to both, intake and sales data it is important to find a reasonable balance between required precision and required low cost. Therefore, methods based on utilization of existing electronic data will be given priority.
4. Meta-analysis and statistical design. Statistical expertise will be drawn upon to ensure rational felt work and to analyze the synergetic effects between activities and projects. This expertise will also be drawn upon in the following data analysis and (metaanalysis) statistical modeling of the results.
5. Validation of intake and sales data. The project's most important evaluation parameter is measuring changes in fruit and vegetable intake, making analysis and validation of the association between actual intake and sales data important. Differences between the two measurements are primarily attributable to waste during storage and more food is prepared than can be eaten and certain systematic errors in measuring food intake. If statistically reliable relationship can be shown between the two data types, then many of the costs associated with dietary surveillance can be reduced. Food industry and retail sectors also have an interest in developing such methods, because they allow identification of waste causes, which can influence consumers preference. Results are expected to have applications in relation to planning i.e. quality criteria, unit size, and for package size.

Evaluation and Communication

Because of later utilization of the projects results, a variety of evaluation initiatives will be carried out. The results will be as quickly as possible communicated to project interest groups, and later to the whole fruit and vegetable sector. Consequently, establishment of communications channel that ensures timely dissemination of the project results and experiences is necessary.

The project will primarily be evaluated on the basis of the individual projects. In addition, a midpoint evaluation of all individual projects in 2001, and a crosscutting comparison of the projects results (metaanalysis) together with a final penetration analysis.

Establishment of communication channels composed of the following elements:

1. Visitation of businesses
2. Quarterly newsletter accessible by direct mail, as email bulletin and accessible on the 6 a day homepage with information of future events, and current and finalized projects, as well as experiences from other countries.
3. Information meetings for fruit and vegetable sector with presentation of results and experiences.

The target audience for the newsletter all actors in the fruit and vegetable sector, including involved businesses and organisations, retail trade, relevant educational institutes and other interested parties.