A NSW apple grower is calling for the Federal Government to join forces with the fruit and vegetable industry to target the growing waistlines of Australians.
Batlow orchardist Barney Hyams said grower groups needed to pool their marketing dollars in their efforts to compete with processed snack foods.
He said grower levy dollars could be better spent.
"Apple growers pay a levy and a portion of that goes to marketing and promotion, but I don't think the amount [of money] we generate is enough to have any real effect on the market," Mr Hyams said.
"We are in the snack food market predominantly and we're up against huge confectionery and chip companies who spend millions of dollars on promotion.
"When you look at apples and bananas we are both in the snack food market.
"When we do our marketing and promotions we are actually competing against each other, as well as competing against chocolate, muesli bars and chips and all those other confectionary products that people use as snacks."
Apple promotions have not worked
Mr Hyams said the Government had identified the obesity epidemic in Australia, but more needed to be done to change eating habits in Australia.
"It's placing a huge amount of pressure on our health budget and it's time to change the nation's palate in the same way campaigns worked to get people putting sunscreen on for melanoma, or to quit smoking," he said.
"Now I think it's time for a new national campaign to promote the benefits of eating fresh produce in association with the Government."
Mr Hyams doubts the apple industry's promotion has been that successful in changing consumption of the fruit.
"For 30 years the industry has been promoting apples and I don't think we have any dramatic effect in changing people's consumption of apples," he said.
"It's been pretty constant, slightly falling and it's time for change."
Mr Hyams has discussed his concept with Horticulture Innovation Australia and is hopeful they will pursue it.
"Obviously fruit and vegetables are the key to the nation's health, so it's something we really need to concentrate on. It's a win-win for everyone," he said.
