Catch them young to keep them healthy

START ’em young on the veg — that’s the message going out as part of a week-long health initiative across the country from Sunday.

Although we're eating more fruit and vegetables than we did in the past, not enough Irish children consume the recommended four or more portions of vegetables and/or fruit every day that experts say are essential for long-term health. Researchers put it down to young people eating a high proportion of fast food, busier lifestyles and eating "on the go".

Only 5% of people associate vegetables with being a quick daytime snack hence the latest promotion called Vegetables, Because Fast Food Comes Naturally, backed by the Department of Health and Bord Glas.

The aim of the campaign is to convey to younger consumers that vegetables are a versatile fast food alternative which can be eaten as a snack or as part of a main meal, according to Bord Glas chief executive Michael Maloney.

Starting good eating habits early is one of the tips suggested for encouraging children to eat vegetables. By introducing a variety of vegetables early on, children get to know and enjoy the different tastes. It's suggested they be allowed to make their own vegetable choices whenever possible.

Above all, children should be encouraged to eat plenty of the types of vegetables they like rather than be forced to eat what they don't like. Otherwise, you might turn them off all vegetables for good.

In 2003, retail vegetable sales were worth 311 million, up 6% on last year. Irish households spend on average 243 on veg per year. Most households spend 2.61 on vegetables per shopping trip. Carrots top the list, the annual spend coming to 45m, then comes mushrooms (27m), onions (26m) and broccoli (20m).

Health Minister Micheál Martin pointed to the numerous health benefits from eating vegetables, with four or more portions of fruit and/or vegetables assisting in the prevention of hearth disease and some cancers and a healthy weight.

"Healthy eating is a lifestyle choice and one which should be considered by all who care about good health," said Mr Martin.