The BFFF has been announced as one of only 16 founding signatories to the Department of Health (DoH) Responsibility Deal's new Fruit & Vegetables Pledge, as part of the on-going work it undertakes to support government public health initiatives.
Brian Young, director general of the BFFF said: "The BFFF recognises the importance of fruit and vegetables in our diet. Frozen fruit and vegetables resonate particularly well with this campaign by providing good value, convenient, low waste solutions for operators, with locked-in goodness.
"We are also delighted, as a trade association, to provide leadership in informing and encouraging our members to support and engage with the Department of Health's Responsibility Deal and to use the five-a-day logo where appropriate."
Anna Soubry, public health minister said: "Getting your five-a-day can help lower the risk of serious health problems and this is why we continue to work with the food industry to help everyone make healthier choices.
"This pledge is part of a wider government plan to encourage everyone to eat their 5-a-day, which includes our £10m investment in the Change4Life campaign, and the 2.1 million children who receive a free piece of fruit or vegetable in school every day under our scheme."
Sixteen organisations, including the BFFF, Iceland and Brakes Group, have committed to the pledge, aiming to encourage action across the food industry to help people to eat more fruit and vegetables.
BFFF will help encourage increased fruit and vegetable consumption via the introduction of a new consumer information website, featuring a range of healthy recipes and nutritional facts on frozen food.
BFFF's Cool Cookery website www.coolcookery.co.uk will launch before the end of the year.
By Lisa Jenkins
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