A lack of exposure for the government’s 5-a-day logo is prompting calls for increased support as the campaign reaches its first birthday.
While industry leaders said they were pleased with the campaign’s overall progress, they expressed disappointment at the numbers of companies using the logo. At the moment, only 314 companies have signed up.
Doug Henderson, chief executive of the Fresh Produce Consortium, said: “The logo has unfortunately been quite low profile. 314 companies is not a vast number, 3,014 would have been better.”
However, he added: “Clearly the momentum is beginning to
build up. But we would like to see greater numbers of companies promoting the campaign by adopting the logo.”
At the moment, the only retailer to back the logo has been Asda. Meanwhile, some of the leading supermarkets are still standing by their decisions to not adopt it. Both Sainsbury and Tesco had developed their own logo before the DoH.
Tesco said its position on the issue hadn’t changed, although it supported the government’s overall campaign
Meanwhile, Sainsbury said it too would continue to use its own design. A spokeswoman said: “We support the UK government’s recommendations. However, we decided not to use the government logo.”
Sainsbury pointed out the logo was restricted to England only and therefore not that practical for a UK-wide retailer.
As well as urging more people to get on-board, the DoH has announced plans for a TV campaign to raise the 5-a-day profile. A series of adverts, currently being produced, are expected to air in the form of public service broadcasts on the BBC some time in the summer.
Ed Bedington
While industry leaders said they were pleased with the campaign’s overall progress, they expressed disappointment at the numbers of companies using the logo. At the moment, only 314 companies have signed up.
Doug Henderson, chief executive of the Fresh Produce Consortium, said: “The logo has unfortunately been quite low profile. 314 companies is not a vast number, 3,014 would have been better.”
However, he added: “Clearly the momentum is beginning to
build up. But we would like to see greater numbers of companies promoting the campaign by adopting the logo.”
At the moment, the only retailer to back the logo has been Asda. Meanwhile, some of the leading supermarkets are still standing by their decisions to not adopt it. Both Sainsbury and Tesco had developed their own logo before the DoH.
Tesco said its position on the issue hadn’t changed, although it supported the government’s overall campaign
Meanwhile, Sainsbury said it too would continue to use its own design. A spokeswoman said: “We support the UK government’s recommendations. However, we decided not to use the government logo.”
Sainsbury pointed out the logo was restricted to England only and therefore not that practical for a UK-wide retailer.
As well as urging more people to get on-board, the DoH has announced plans for a TV campaign to raise the 5-a-day profile. A series of adverts, currently being produced, are expected to air in the form of public service broadcasts on the BBC some time in the summer.
Ed Bedington
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