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

How Sears is addressing the ‘elephant in the room’

And, why it's sticking to the middle sector as more retailers move upmarket

Kraft’s simple solution for building a coffee brand

Nabob campaign mocks modern coffee culture and celebrates the humble cup of joe

How Pabst Blue Ribbon earned its hipster cred

The blue-collar beer set its sights on a target as individual as the brand

Rotman School’s Bernardo Blum tackles big data disappointment

Data-Driven keynote says companies are using data for description, not solutions

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign

Kashi Canada’s quest to ‘Plant it Forward’

Health food brand gets Canadians closer to real food with urban garden project

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era