Walmart Canada named 2015 Fresh Health Award winner

The Canadian Produce Marketing Association (CPMA) today announced Walmart Canada as the winner of the 2015 Fresh Health Award. Since its introduction in 1998, the Fresh Health Award has been presented to a company or organization which has shown outstanding leadership in their efforts to increase consumption of fruits and vegetables to improve population health and industry prosperity.

Award recipients must effectively use the messaging and marketing materials developed by either the Half Your Plate or Freggie Children’s programs.

“This year, the award recognizes one of the early adopters of the Half Your Plate message”, said CPMA President Ron Lemaire. Since October 2014 Walmart Canada has included the Half Your Plate logo, message and information in their flyer which reaches over 10 million consumers across Canada. Through an active social media campaign, an integrated strategy across their marketing channels and an outreach to their suppliers, they have helped to share the message of ‘Make a Healthy Choice, fill Half Your Plate with Fruits and Veggies at every meal.’”

“Half Your Plate is based on Canada’s Food Guide to Healthy Eating and offers Canadians a simple, clear message for making better food choices that is applicable to all age groups,” added Lemaire. “The campaign was developed in consultation with representatives from the entire produce industry, health organizations including the Canadian Cancer Society, Heart and Stroke Foundation, the Canadian Public Health Agency as well as regional produce marketing associations (BC, Calgary, Ontario and Quebec) and other concerned stakeholders. The new program aligns with efforts that are already working in the United States and provides a consistent healthy eating message for all of North America.”

For more information:
Sue Lewis
CPMA
Tel: +1 613-226-4187 x226
Email: slewis@cpma.ca
www.cpma.ca