Imperial Cancer Research Fund
Tesco says eat fruit and veg to prevent cancer - alliance with Imperial Cancer Research Fund - Brief Article The supermarket chain Tesco, which receives 12 million customers in its 660 stores each week, and the Imperial Cancer Research Fund have joined forces for a cancer prevention campaign centred around the promotion of fruit and vegetable consumption.
Experts estimate the campaign, starting on 2 July 2001 and running throughout the month, could reach an unprecedented 30% of all UK households. By means of leaflets explaining the link between diet and cancer, it is hoped that customers will respond to the "Help prevent cancer take 5 [portions] a day" message. Recipes and advice, including how to make fruit and vegetables appealing to children, will also feature in the in-store campaign.
Sir Paul Nurse, director general with Imperial Cancer Research Fund pointed out that one in three people in the UK will develop cancer at some time in their lives but eating healthily can help lower the risk of developing the disease.
Dr John Toy, medical director of Imperial Cancer Research Fund said: "Although many foods are likely to help, fruit and vegetables provide the greatest protection, which is why we recommend people eat at least five servings every day."
Tesco's trading director, Peter Fry, commented: "There are more types of fruit and vegetables available in the UK than ever before, with exotic varieties from around the world on our shelves all year. We hope our joint campaign will give millions of people the information they need to help stop cancer before it starts."
COPYRIGHT 2001 Agra Europe Ltd.
COPYRIGHT 2001 Gale Group
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