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An exploration of the fruit and vegetable “foodscape” in a university setting for staff: A preliminary study

Ann Lesley Bevan (School of Health and Social Care, Bournemouth University, Bournemouth, UK)
Heather Hartwell (The Foodservice and Applied Nutrition Research Group, International Centre for Tourism and Hospitality Research, Bournemouth University, Bournemouth, UK)
Ann Hemingway (School of Health and Social Care, Bournemouth University, Bournemouth, UK)
Rossana Pacheco da Costa Proença (Department of Nutrition, Federal University of Santa Catarina, Florianópolis, Brazil)

British Food Journal

ISSN: 0007-070X

Article publication date: 5 January 2015




The potential for the foodservice industry to be part of a public health strategy has led to a new understanding of this sector’s role in a wider interdisciplinary health environment. The purpose of this paper is to evaluate the influence of the foodscape on fruit and vegetable choice by staff in a higher educational setting.


Foodscape mapping of fruit and vegetable provision on campus was conducted to provide context. Two focus groups with staff and two interviews with foodservice managers took place to gain depth of understanding. Thematic analysis was conducted to allow for pattern and meaning to emerge.


Results demonstrate two main overarching themes; personal influence and food operator influence that impact on fruit and vegetable choice. In addition connectivity, perceptions of freshness, food quality and display seemed to be strong categories emerging from the data. Interestingly, this research indicated that consumers were more likely to eat fruit and vegetables when part of a composite dish than if served separately.

Practical implications

Providing a positive foodscape to enhance availability of fruit and vegetables may be challenging but helpful towards health promotion. Nevertheless, no “nudging” can control choice made by individuals, responsibility for healthy selection must always remain personal.


Knowledge gained by this pilot study will add to the body of literature and evidence base for further research while contributing to foodservice strategies which may promote increased fruit and vegetable consumption.



The authors acknowledge focus-group participants and the CAPES/Brazil (Coordenação de Aperfeiçoamento de Pessoal de Nível Superior) for its financial support as scholarship to R.P.C.P.


Bevan, A.L., Hartwell, H., Hemingway, A. and Proença, R.P.d.C. (2015), "An exploration of the fruit and vegetable “foodscape” in a university setting for staff: A preliminary study", British Food Journal, Vol. 117 No. 1, pp. 37-49.



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