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

CMOs want the “brand” back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

What the Heinz-Kraft merger could mean for Canada

Experts say deal will likely lead to layoffs as the two companies find ways to share costs