Co-ops Join Half Your Plate Program to encourage consumption of fruit and vegetables
“We believe that Half Your Plate will help Co-op customers make healthier, more informed choices when they shop” said Ron Welke, Associate Vice-President of Food, Federated Co-operatives Limited. “By joining the campaign, we’re creating a unified message across Canada that we need to incorporate more fruits and vegetables into our meals and snacks.”
“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.”
Half Your Plate offers a simple, consistent way to help consumers navigate the many different messages they hear each day about healthy eating. “It can be a bit confusing for some consumers to know what makes up a healthy meal,” added Lemaire. “What we hear most from consumers is that they’re struggling with what a serving is in a lot of instances and are looking for ways to make healthy choices fast, easy and affordable.”
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. Please visit www.halfyourplate.ca, the campaign is also on Twitter, facebook and Pinterest under @halfyourplate.
For more information please contact:
Canadian Produce Marketing Association
Tel: 613-226-4187 x225