Effectiveness of Indonesia’s ‘Love Fruits’ Campaign on National Fruit Consumption

What is it about?

This study evaluates the effectiveness of Indonesia’s National Love Fruits Campaign (NLFC) in increasing fruit consumption across the country. The campaign was designed to promote local fruit consumption, reduce imports, and support domestic farmers through initiatives such as national fruit festivals, government mandates to serve local fruits at official events, and public awareness campaigns. To assess its impact, an online survey with 237 respondents from 63 cities/regencies was conducted, targeting individuals who had accessed the Indonesian Citrus and Subtropical Fruits Research Institute (ICSFRI). The results, analyzed using logistic regression, indicate that the campaign has not had a significant impact on national fruit consumption, primarily because many people remain unaware of its existence. The study identifies two key factors influencing public awareness of the campaign: (1) Attention to the distribution and value chain of fruit, and (2) Knowledge of the diversity of fruit varieties available in Indonesia. Despite the campaign’s potential to improve local fruit consumption, findings suggest that its reach and visibility remain limited, highlighting the need for stronger promotional efforts, increased media presence, and digital marketing strategies to ensure broader public engagement​.

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Photo by Jacopo Maiarelli on Unsplash

Photo by Jacopo Maiarelli on Unsplash

Why is it important?

This research is important because it assesses the effectiveness of a national initiative aimed at promoting local fruit consumption, which has direct implications for food security, economic sustainability, and public health in Indonesia. Fruit consumption in Indonesia remains below the World Health Organization’s (WHO) recommended intake of 150 grams per capita per day, making campaigns like the National Love Fruits Campaign (NLFC) essential for encouraging healthier eating habits and reducing dependency on imported fruits. By understanding whether this campaign is successfully reaching and influencing consumers, policymakers can refine strategies to increase public awareness and support local farmers. Moreover, the findings reveal that many people are still unaware of the campaign, suggesting that current outreach efforts are insufficient. This underscores the need for stronger promotional activities, better use of digital media, and integration with retail and supply chain strategies to effectively change consumption patterns. Strengthening this campaign could help boost local fruit production, support farmers, create a more resilient agricultural economy, and ensure that consumers have access to fresh, high-quality fruits at affordable prices. Ultimately, improving the effectiveness of such campaigns can contribute to better public health, economic growth, and a more self-sufficient food system in Indonesia​.

Perspectives

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From my perspective, this research highlights a critical gap between policy initiatives and public awareness, particularly in the promotion of local fruit consumption in Indonesia. While the National Love Fruits Campaign (NLFC) was launched with the goal of increasing domestic fruit consumption, supporting local farmers, and reducing dependence on imports, its limited impact suggests weaknesses in outreach, engagement, and implementation strategies. The study’s findings indicate that despite fruit being essential for public health and food security, the campaign has not reached a significant portion of the population, raising concerns about how government-led awareness programs are designed and executed. One of the most striking takeaways from this research is the importance of consumer knowledge and supply chain transparency. The fact that awareness of fruit distribution and variety availability were the most significant predictors of campaign recognition suggests that educating the public on fruit sourcing, benefits, and accessibility is just as crucial as promotion itself. Moving forward, I believe that integrating digital marketing strategies, social media campaigns, and collaborations with retailers could enhance the campaign’s effectiveness. Additionally, leveraging school programs, workplace wellness initiatives, and partnerships with health organizations could help embed fruit consumption into daily habits. For long-term success, the government and stakeholders must ensure a sustained and well-funded marketing strategy rather than relying on sporadic events or isolated promotions. If properly implemented, this campaign has the potential to strengthen Indonesia’s agricultural sector, improve national dietary habits, and create a healthier, more self-sufficient population. The study serves as a wake-up call for policymakers and agricultural leaders to rethink their approach to national food campaigns, ensuring they translate into tangible behavioral change rather than just policy rhetoric.

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