Veg Power annouces that its industry-first membership programme has expanded again this quarter with the addition of Westfalia Fruit Group, the leading supplier of avocados and a range of fresh vegetables and fruit to the UK market. This addition increases the membership to 24 with representation from across the whole horticulture sector including suppliers, grocers and growers.

The UK’s vegetable consumption does not meet government recommendations, with almost a third (29%) of primary school aged children eating less than one portion of veg a day and only a third of adults achieving the 5-a-day target.Veg Power was founded to reverse this trend and launched a unique whole-sector membership programme in Q4 2020 to help fund its campaigning. In return, it provides the grocery industry and horticulture sector with a direct stake in the future of the campaign and offers a range of benefits including industry briefings, brand-licensing opportunities and exclusive Market Insight reports.

Commenting on this latest development Dan Parker, Chief Executive, Veg Power, said: “We’re delighted to welcome Westfalia to our membership programme to support us achieve our mission of getting every child and adult eating an extra portion of veg. We’ve got a whole range of exciting projects on the horizon to encourage more of us to expand and increase our veg intake.”

Graham Young, Westfalia CEO Europe adds “as a leading fresh produce supplier, Westfalia is proud to support the Veg Power campaign.  We all appreciate the benefits of eating a balanced diet and hope the on-going campaign can help shift our good intentions to action and protect the health of us all.”

For more information visit – Veg Power UK