Prof Jaap Seidell, Full Professor at the VU University Amsterdam, The Netherlands. Presented at the 1st International Symposium on Kiwifruit and Health: http://www.kiwifruitsymposium.org/presentations/fruits-and-vegetables-in-a-healthy-diet/ An epidemic of chronic non-communicable diseases is sweeping the globe. It is afflicting especially vulnerable groups in urban settings. Upstream factors include societal problems such as loss of social cohesion, chronic stress, poverty and unhealthy food environments.