Zespri
has launched a global campaign focused on encouraging people
to eat better to help tackle health challenges and improve
lives around the world.

The campaign has been launched
in Japan with the support of the Japan Dietetic Association,
Tokyo Seika – Japan’s largest fruit and vegetable
wholesaler, and alongside New Zealand Prime Minister
Christopher Luxon.

The campaign is focused on
improving global health outcomes by encouraging people to
swap out one unhealthy food for a serving of fresh fruit or
vegetables every day. It has been launched in Japan which
has some of the lowest consumption of fresh fruit globally
and will be rolled out across major Zespri markets with a
series of impactful campaigns designed to promote positive
action.

Zespri CEO Dan Mathieson says Zespri is
committed to helping people, communities and the environment
around the world thrive through the goodness of kiwifruit
and as part of that we want to help the world make healthier
eating choices.

“Since 2020 Zespri has supported 26
healthy lifestyle programmes in over nine countries,
including nutrition education programmes in schools and
working alongside our partners to reach more than one
million children but we want to do more.

“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 wellbeing 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.

“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.”

Japan Dietetic Association
President Dr Teiji Nakamura says the Association welcomes
the initiative.

“Improving nutrition is the
foundation for creating a society where everyone can thrive.
We are very much supportive of Zespri to create a healthy
society – let the power of nutrition make people healthier
and happier.”

New Zealand Prime Minister
Christopher Luxon says New Zealand is known around the world
for the exceptional quality of its food and beverage
products, including Zespri Kiwifruit.

“New Zealand
has some of the world’s greatest producers, providing
healthy products which are in demand around the world. Our
companies are also focused on helping to support communities
in New Zealand and around the world. It’s great to see
Zespri making such a positive contribution here in Japan,
building strong partnerships with growers, retailers and
consumers and helping to strengthen the relationship between
New Zealand and Japan.”

Zespri Chief Marketing,
Innovation and Sustainability Officer Jiunn Shih says Zespri
Kiwifruit is great-tasting, high quality and nutritious,
delivering real health benefits to consumers around the
world.

“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.

“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 towards
that.”

© Scoop Media