Chef Michael Smith named "Half Your Plate" brand ambassador

Chef Michael Smith is the newest supporter of the “Half Your Plate” campaign.

The Canadian Produce Marketing Association announced last week the celebrity chef will act as the brand’s new ambassador.

“Half Your Plate” is a healthy eating program that encourages consumers to fill 50% of their plates with fruits and vegetables. It launched in January with a website and social media components, and has since earned the support of retailers and manufacturers nationwide, including Walmart, Metro, and Federated Co-operatives in Western Canada.

CPMA president Ron Lemaire said the organization thought bringing on a brand ambassador would be the best way to make a the campaign resonate with consumers.

“We were envisioning an ambassador who embodied the half your plate message – someone who could emphasize the ease of cooking fresh, healthy food at home with family,” he told Canadian Grocer, adding a chef ambassador would lend credibility to the campaign.

Smith, host of Chef Michaels Kitchen, Chef Abroad, and Chef at Home on Food Network Canada is known for his relaxed, family-focused cooking style.

"We all know how important it is to eat lots of fruits and vegetables every single day but not all of us know how. That's where I come in," said Smith, in a release.

Smith will incorporate the Half Your Plate message into his public appearances and make a few appearances on behalf of the campaign as well this year. He’s also going to create some recipes that incorporate Half Your Plate marketing.

He will make his first appearance at the Canadian Produce Marketing Association’s 90th annual convention and tradeshow in Montreal next week.