Tru-Cape works to increase fruit consumption by youth
As over 1-billion people are still going to bed hungry and another billion are overweight, access to a healthy diet is more important than ever before. While a government think-tank is calling for the reintroduction of home economics as an obligatory school subject, Tru-Cape Fruit Marketing, the largest marketer of South African apples and pears, is focusing 2013 communications on getting young people to grow, eat and best prepare fresh fruit and vegetables.
Tru-Cape Fruit Marketing will launch a Growing Potential, kids-specific marketing campaign later this year that will include a range of collectables to encourage children to ask parents to purchase more apples and pears. At the company’s annual media and key-client lunch, this year held at The Tasting Room at Le Quartier Francais, Tru-Cape asked chef Margot Janse, EatOut’s 2012 Chef of the Year, herself a mother of young children for her advice: “I think it is important to create excitement around food- and if making it sound exciting does not work- make it look like a party. Sticking little cocktail flags in bite size pieces of apple and pear works a treat!” Chef Margot suggests packing an apple sandwich into a lunchbox. “Put thinly sliced apple (or pear) between two slices of buttered, whole-wheat bread and sprinkle with a little cinnamon and sugar. My mom’s “appelmoes” is also a firm favourite with children. Simply peel and cut up apples (Tru-Cape Golden Delicious are great and you can use half apples and half pears) and cook over low heat with a little bit of water and a drop of lemon, until soft. You can add sugar or honey if it needs more sweetening but a sprinkling of cinnamon is also an option. Puree until very fine or mash it to a courser texture. Enjoy chilled.”
There is pressure on agribusiness and retailers to make fruit and vegetables more affordably available which is juxtaposed by increased input costs to meet the demands of farm workers. Tru-Cape works hard to run its marketing operation, wholly owned by the packhouses and its growers, as leanly as possible, as evidenced by seeking to own and thus control many aspects of the business – from packing to logistics.
As more food writers speak out against processed foods, typically high in calories but low in valuable nutrition, and calling for a return to artisan, earth-based produce, Tru-Cape is happy to lead the way. While aiming for organic crops is not commercially viable for Tru-Cape’s growers, using the best technologies and low-impact farming best practices are, which not only ensure sustainable plantings for many years into the future but also the development of varietals, such as Fuji Apple, that can stay fresh for as long as two weeks at normal room temperature.
According to the World Vegetable Centre, nearly 2-billion people suffer from micronutrient deficiencies that can lead to poor development making it even more important that the youth understand the benefits of fresh fruit and vegetables. “Storing your apples and pears in the fridge will keep them at their prime for longest”, says Tru-Cape Managing Director, Charles Hughes, “and Granny Smith apples, in particular, are considered Super Foods in terms of their high antioxidant percentage, quality fibre content, pectin and other healthful components.”
“Since its inception in 2001, Tru-Cape has built a recognisable brand where the quality-conscious and careful grower is better rewarded for Tru-Cape fruit than the commodity price. By preserving our agricultural heritage in the form of the Heritage Orchard at Oak Valley Estate and the book, Apples in the early days of the Cape, that we published, we are ensuring that our past is protected. As importantly, Tru-Cape is at the forefront of working with government to open access to new export markets while ensuring our continued role as a valued export partner but the main thrust is in South Africa where, as supplier to Checkers, Shoprite and Spar stores that we are able to bring the best of the farm into the home. Our efforts to get more young people to eat fruit and vegetables are as much about increasing financial returns for our growers so they can sustain their operations, and their workforce, as they are about shifting a young mind-set away from high-fat fast foods to fresh fruit that provides the micronutrients – takeaways from nature.”
See www.tru-cape.com on the web, www.Facebook.com/TruCape and #TruCape and #GrowingPotential on Twitter.
