Produce marketers launch new consumer marketing program

The Canadian Produce Marketing Association wants consumers to eat half their plate in fruits and veggies. The association announced a new marketing program called “Half Your Plate” at its annual convention and trade show in April. The focus of the program is to increase consumption of fruit and veggies as well as to improve the […]

The Canadian Produce Marketing Association wants consumers to eat half their plate in fruits and veggies.

The association announced a new marketing program called “Half Your Plate” at its annual convention and trade show in April.

The focus of the program is to increase consumption of fruit and veggies as well as to improve the population’s health and ensure industry prosperity, said Ron Lemaire, president of CPMA.

“We’re going to have the soft launch of the program with tools in the market that include a website (halfyourplate.ca),” he said.

Partners will include NGOs, vendors, retailers, the Heart and Stroke Foundation and Canadian Cancer Society and various levels of government, including Health Canada.

The program is similar to the U.S. initiative called My Plate that started in 2007.

This story originally appeared in Canadian Grocer

Brands Articles

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

Target seeks to bolster Canadian fashion profile

Fashion and business operations a major focus for the discount retailer

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications