OTTAWA, ON – Looking to boost produce consumption among Canadian consumers, the Canadian Produce Marketing Association (CPMA) is launching its Half Your Plate program onto produce packaging and into retail stores across Canada. The initiative encourages Canadians from all walks of life to eat more fruits and veggies through simple, practical steps. A successful launch on social media last summer paved the way for this recent rollout, which will include launch week events at:

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

“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,” shared 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,” agreed 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.”

Studies show that the average Canadian only eats 3.5-4.5 servings of fruits and vegetables each day, according to a press release. This is well short of the 7-10 servings recommended by "Canada’s Food Guide."

Developed with the help of the Canadian Cancer Society, the Canadian Public Health Association, and the Heart and Stroke Foundation, Half Your Plate is looking to reverse this trend by encouraging consumers to take better habits one meal at a time. Breaking nutrition down onto a plate-by-plate basis can simplify complicated directions that are confusing to many.

Encouraging the consumption of more fruits and veggies is a great cause which industry professionals of all stripes can get behind. Great work on this campaign, CPMA!

CPMA