A campaign is being held across Bradford and Airedale to give families the best start in life by making sure they can get affordable, good quality fruit and vegetables.

People in the district, particularly those on low incomes, are still not eating the recommended five portions of fruit and vegetables a day.

The aim of the new campaign is to encourage parents on low incomes to claim free fruit, vegetables and milk under the Government's new national voucher scheme.

The Building on a Healthy Start in Bradford project is being led by Bradford and Airedale Teaching Primary Care Trust (tPCT) in partnership with Bradford Council's environmental health department and local market managers.

Initially the project will target the areas where there are higher than average levels of deprivation, such as Little Horton, Allerton and Holme Wood in Bradford, Windhill, Shipley, and parts of Keighley. It will be funded by the Neighbourhood Regeneration and Health Communities scheme.

Market traders in Bradford are backing the campaign and so far 200 retailers in the district have signed up so that shoppers can use their vouchers at stalls near to where they live.

Other retailers who have yet to do so are being encouraged to register online at www.healthystart.nhs.uk or call the helpline on 08707 201668.

Parents who are eligible for the scheme can also enter their postcode on the website to find the nearest store that accepts vouchers.

Those who could benefit include pregnant women receiving certain benefits, anyone under the age of 18 who is pregnant, and children under four in families receiving certain benefits or tax credits.

Melanie Hey, project co-ordinator at the tCT's community food team, said: "The project is both exciting and unusual as it unites health and community workers with businesses in a drive to improve the health of our local community."

Councillor Andrew Mallinson, Bradford Council's executive member for regeneration, said: "We welcome this project as it will not only benefit stall holders by hopefully boosting sales and providing them with business support, but also our customers by providing them with a greater choice of healthy food."

Ann Hobbiss, public health nutritionist, said: "The Healthy Start project is vital to improving the nutritional health of Bradford's poorest children.

"It is a parent's or carer's right to obtain their vouchers and to have support in using them for the benefit of their children."

A major bus advertisement campaign will promote the scheme with passengers urged to text the word vouchers' to 60777 to find out more from next Monday.

As part of the project, midwives and health visitors will be making sure they spread the word and leaflets will be sent out to libraries, children's centres and GP surgeries.

Cook and eat sessions will also be run to make sure people know how to cook the food and enrich their diets.

To apply for vouchers contact your midwife or health visitor, call the helpline or visit the website.

For more details about the cook and eat courses, the vouchers scheme or food co-operatives, contact (01535) 338711.

e-mail: claire.lomax@bradford.newsquest.co.uk

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