A study of the shopping habits of 5,000 Belgian homes found that the average shopper in the country had consumed 37 kg of vegetables and 45 kg of fruit — the lowest figures in the last ten years.
The report was carried out by GfK Belgium and commissioned by Vlam, Flanders’ Agricultural Marketing Board, which promotes Belgian agricultural, meat and fishing products.
“Belgians continue to underestimate fruit and vegetable consumption while thinking they are leading a healthy lifestyle,” Vlam’s spokesperson Liliane Driesen told La Libre. “But nothing is further from the truth.”
As a result, Vlam is planning to set up a campaign, set to kick off in July, to promote fruit and vegetable consumption.
A separate campaign is already being carried out, which targets populations aged between 18 and 30 years-old.