Canada: 'Half Your Plate Program' launched

The Canadian Produce Marketing Association and its partners are proud to launch Half Your Plate, a new healthy eating initiative, across Canada this week. Half Your Plate empowers Canadians of all ages to eat more fruits and veggies to improve their health while providing simple and practical ways to add a variety of produce to every meal and snack. After a successful launch on social media this summer, Half Your Plate is now making its way onto produce packaging and into retail stores across Canada.

“We are hosting four events across Canada this week including a Twitter Party to introduce Canadians more broadly to Half Your Plate. It’s a great opportunity to get out there and really show people how easy it is to fill half their plate with fruits and veggies at every meal and snack,” said Sam Silvestro, Chair, CPMA Marketing and Promotions committee. “Now is the perfect time to introduce consumers to Half Your Plate - It’s a new year and a great time to start eating healthier, especially when it’s this easy!”

“Rather than having people count servings or worry about serving size, our messaging is that at every meal, make half your plate fruit and vegetables. By the end of the day, you’ll have your recommended number of servings,” said Ron Lemaire, President, CPMA. “That also translates when you’re at the grocery store. Half your cart should be fruit and veggies, and having retailers promote the campaign re-emphasizes the importance of making healthier choices at the store.”
Although Canadians are becoming more conscious of what they eat, studies show that the average person only consumes 3.5-4.5 servings of fruits and vegetables every day. Yet Canada’s Food Guide recommends that adults get 7-10 servings per day, depending on gender. Half Your Plate encourages people to take it one meal at a time, analyzing the make-up of their plate rather than specific servings that can be confusing to many.

The Half Your Plate campaign was developed in collaboration with health partners the Canadian Cancer Society, the Canadian Public Health Association, and the Heart and Stroke Foundation. Other Canadian retailers will also be using the campaign in store in the coming months.

Launch week events:
Vancouver, BC
January 13, 2015 – 3:00 – 4:00pm PST
Strathcona Community Centre
601 Keefer St. Vancouver, BC
Toronto, ON
January 15, 2015 – 6:00-9:00am EST
Ontario Food Terminal
Toronto, ON
Montreal, QC
January 15, 2015, 10:00am-12:00pm
Metro Plus de la Montagne
1230 Rue Notre-Dame Ouest

Visit www.halfyourplate.ca for Twitter Party details.

For more information:
Vanessa Sherry
Canadian Produce Marketing Association
Tel: +1 613-226-4187 x225
Email: vsherry@cpma.ca