Del Monte runs fresh fruit campaign at 6 universities

Global fruit company Del Monte ran its "Cheongjaji Project" at six universities across South Korea from Oct. 19 to Wednesday, distributing fresh fruit to students to encourage healthier eating habits.

The campaign name "Cheongjaji" — a Korean shorthand for "supporting youth with bananas and fruit" — was carried out in partnership with Yonsei University, Ewha Womans University, Dankook University, Dongduk Women's University, Sookmyung Women's University and Seoul National University. Along with providing fruit, the company gathered direct feedback from students on why they struggle to eat fruit regularly.

On-site spaces were set up to allow students to drop in and participate freely. Social media events and giveaways were also held alongside the fruit distribution.

A sticker survey posed the question: "What is the main reason you don't eat fruit often?" Students placed stickers on whichever answer resonated most — high prices, the hassle of preparation and storage, or portions too large to finish alone.

A total of 3,596 students took part in the survey. Nearly half identified the hassle of preparation and storage as their biggest barrier to eating fruit.

"The Cheongjaji Project is a campaign designed to make fruit more accessible and approachable for young people," said An Sang-eun, marketing director at Korea Del Monte. "We plan to continue a range of activities to raise awareness of the value of fruit and the importance of healthy eating habits."