Pink Lady backs Great Fruit Adventure

UK fresh produce brand Pink Lady has given its backing to the Great Fruit Adventure, a 10,000 mile journey to tell children more about where their food comes from.

The brand is backing Max MacGillivray and Gareth Jones, who plan to ride motorbikes from London to Cape Town to raise awareness of how fruit and vegetables arrive in shops. Starting in November, the trip will last four months.

MacGillivray, MD of Redfox, which specialises in recruitment for fresh food, agribusiness and retail, says he was motivated to create the adventure after reading that six out of 10 British children had no idea where the fruit and veg they ate came from: “I want to tell the story of the fantastic places where our fruit and veg are grown. Having the financial backing of Pink Lady has taken the Great Fruit Adventure from the drawing board to the farms and orchards of Africa.”

Michelle Toft, chief marketing officer for Coregeo, the master licensor for Pink Lady, adds, “The Great Fruit Adventure is a natural fit for Pink Lady. It’s an initiative that will help educate children about where a lot of produce comes from and play a part in encouraging them to eat more fruit and vegetables.”

MacGillivray and Jones, who runs a milk delivery company with his brother, plan to film and blog about the farms and growers they visit to help raise awareness of how fruit and veg gets from where it is grown to British retail shelves. Their destinations will include citrus growers in Spain, the largest grower of sweetcorn in Senegal, a fruit grower in Ghana supplying Waitrose and Sainsbury’s with prepared fruit products, vegetable and coffee growers in Kenya and Tanzania and fresh produce growers, including Pink Lady producers, in South Africa.

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