Bord Bia Life is Better with Fruit & Vegetables
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Bord Bia’s Three Year Campaign Kicks Off At Ireland’s Boutique Festival, Body & Soul – Life is Better with Fruit & Vegetables

Bord Bia’s three year EU and industry funded campaign, Life is Better with Fruit & Vegetables was excited to make its’ first campaign appearance at Body & Soul, Ireland’s eco-friendly festival, which took place this weekend 17-19 June 2022 at Ballinlough Castle in County Westmeath. The festival focuses on a mix of food, music, wellbeing and sustainability with an attendance of 6,000 revellers.

Bord Bia’s three year campaign is largely focused on encouraging millennials to prepare healthy meals and live a healthier lifestyle, using sustainably sourced, fresh, locally grown, in season produce and increase their fruit & vegetable intake. Body & Soul share this focus on sustainability, as well as attracting the same 25-35 millennial age demographic. 

Lorcan Bourke, Bord Bia Sector Manager for Fresh Produce and Potatoes said:

“Bord Bia were delighted to participate at Body & Soul 2022 as part of our EU and industry funded, Life is Better with Fruit & Vegetables campaign. Our campaign objective is closely aligned with theirs in our drive towards a more sustainable future and it is fantastic to be promoting our campaign at the heart of Body & Soul. We wish to educate people on the positive nutritional and sustainable value of fresh, local and in-season produce which aims to help support a healthier lifestyle.”

As part of this weekend’s activities, Bord Bia and Body & Soul welcomed the Life is Better Campaign ambassadors and Instagram influencers Kwanghi Chan, Rachel Hornibrook and Eoin Sheehan who will partner with Bord Bia for the next three years to create recipes and content to inspire millennials. Bord Bia sampled some locally produced in-season strawberries from local County Meath based strawberry grower Pat Clarke, at their stall, based in the Food on Board area of the walled garden section of the festival as well as providing key tips on how to eat healthier and more sustainably. The Life is Better campaign runs from March 2022 to February 2025 and is implemented by Bord Bia – the Irish Food Board in Ireland, Interfel and AIB in France, and Freshfel across Europe. 

To learn more about the Life is Better with Fruit & Vegetables campaign’s future activities, please see on Facebook or Instagram and to discover delicious fruit & vegetable recipes, visit and download our e-cookbook here.

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