The children from the Republic of Moldova, one of the poorest countries in Europe, consume in average only two thirds of the minimum recommended quantity of fresh fruits.

 

This actually explains the deficit of vitamins in their diet, being manifested by fatigue, general weakness, stomachaches, bad eyesight, coordination disorders, as well as cognitive and memory problems. A team of enthusiastic people, under the umbrella of an UNDP Moldova Project, decided to change gradually the food habits among the young generation from the entire country and to increase fruits’ intake through an innovative way.

 

Hence the “Make Apples Cool!” campaign emerged – a crowdfunding initiative aimed at distributing sliced fresh apple snacks in the educational institutions of Moldova, as well as promoting the regular intake of fruits and public-private partnerships in this area.

 

Why sliced apples? It was established that fruits seem to be unattractive to children and they prefer replacing them, usually, with unhealthy foodstuff. Studies and surveys also proved that a certain product intake really depends on its attractiveness. Another reason for the low level of fruits’ intake would be the fact that it is rather difficult for a child to eat big entire fruits, especially when at school or kindergarten. Based on the technological ideas provided by small and medium enterprises and with the help of a deep analysis of children’s preferences, the UNDP Moldova Project team decided to provide sliced fresh apple snacks, making them attractive for children.

 

“We think that apples should be as popular and appealing as potato chips. Thus we ended up with the idea of sliced apple snacks. Apples contain more vitamins which are necessary for a harmonious physical and psychological development of the child. They are really good for preventing cardiovascular and oncological diseases ", says Dumitru Vasilescu, UNDP Moldova Project Manager.

 

A contest was announced at the very first stage of the pilot project opened to all the schools from Chisinau, the capital city of the Republic of Moldova. Five beneficiary schools were selected through an open and transparent competition. Starting in this fall, over 2,000 children will benefit during one year and twice per week from attractively packed sliced fresh apples directly from the local producers.

 

“The fruit producers have problems with low sales on the local market and they need support so as to come up with innovative products. This pilot project would help solving a social problem, but also an economic dilemma, building a bridge between the schools and fruit producers”, notes Dumitru Vasilescu.

 

“This is a wonderful and innovative initiative, which promotes healthy lifestyle by including fresh fruits in the daily menu of school children and establishes new market for fresh fruits with minimum processing, thus enabling export and jobs creation”, says Dafina Gercheva, UN Resident Coordinator and UNDP Resident Representative in the Republic of Moldova.

 

The initiative launched by UNDP Moldova was fully welcomed by parents, heads of educational institutions, and fruit producers. A lot of parents support the idea, as proved by the survey conducted in a number of schools; while an information session with the directors of schools and kindergartens from Chisinau built the base for a subsequent constructive collaboration.

 

Since the end of May, the crowdfunding campaign for promoting fresh fruits in public schools and kindergartens succeeded to collect 90% of the aimed amount. The amount set to be collected on the crowdfunding platform accounts for 10,000 USD, each dollar being doubled by UNDP Moldova. The entire process of money gathering may be followed on-line both: on the international platform, as well as on the local one. The project could be subsequently extended at the national scale as a result of the initiative’s impact results.

 

“The most important fact is that these fresh apple snacks will be provided on regular basis. It is well-known that during the cold period of the year, the intake of fruits is even lower, as many families cannot afford buying fresh fruits. This program represents a long-term investment in the future, as it contributes to avoiding or reducing the costs determined by health problems caused by deficient diet. Many studies prove that healthy diet habits are acquired during childhood and adults tend to reproduce these choices over their lives”, says Nelly Berezovschi, the director of Mihai Viteazul High School from Chisinau.

 

The good examples are contagious. Each one of us can contribute to replicating this initiative and covering all children, including the ones from socially-vulnerable families – for all of them to be healthy and full of forces thanks to a vitamin-complex diet. As children will develop healthy diet habits, they will become ambassadors for fruit intake, hence creating the snowball effect in the society.

 

By donating just 14 USD, any reader of this blog could ensure the annual and regular intake of fresh fruit snacks for one child. Every collected dollar will be doubled by UNDP Moldova. Donations may be provided through bank transfers to the accounts of the partner bank of the “Make Apples Cool” Campaign - "Eximbank" or by making the payments online. Any donation could ensure a healthy and happy future for a child. The local initiative may become a global one. Join the Food Revolution in Moldova and together we will make the apples „cool” for children!

 

Today in Moldova, tomorrow – in the whole world! There are still 15 days until the end of the campaign.

 

Technical part: The “Make Apples Cool” Project is implemented by the United Nations Development Programme (UNDP), with the financial support of UNDP and the Ministry of Foreign Affairs of Norway and in partnership with Eximbank, Orange Moldova, Linella, other 7 private companies and over one hundred of individuals in the Republic of Moldova and from abroad.