Wal-Mart Canada Wins CPMA's 2015 Fresh Health Award
MONTREAL - Wal-Mart Canada has been named as the recipient of Canadian Produce Marketing Association’s (CPMA) 2015 Fresh Health Award.
The award recognizes companies or organizations that have shown outstanding leadership in their efforts to increase consumption of fruits and vegetables by using messaging and marketing materials developed by Half Your Plate or Freggie Children’s programs, according to a press release.
Wal-Mart Canada was the first major retailer partner for CPMA’s healthy eating campaign. Ron Lemaire, CPMA President, congratulated the company on making the campaign a success.
“This year, the award recognizes one of the early adopters of the Half Your Plate message,” said Lemaire. “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.’”
Wal-Mart Canada’s usage of the Half Your Plate logo, message, and information has effectively reached over 10 million consumers across Canada via company fliers, social media, and other marketing channels.
The Half Your Plate campaign is based on Canada’s Food Guide to Healthy Eating, offering Canadians a simple, clear message for making better food choices at any age. It was developed in consultation with representatives from the 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.
