CPMA announces new consumer marketing program

The Canadian Produce Marketing Association wants consumers to eat half their plate in fruits and veggies.

The association announced a new marketing program called Half Your Plate at its annual convention and trade show in April.

The focus of the program is to increase consumption of fruit and veggies as well as to improve the population's health and ensure industry prosperity, said Ron Lemaire, president of CPMA.

"We're going to have the soft launch of the program with tools in the market that include a website (halfyourplate.ca)," he said.

Partners will include NGOs, vendors, retailers, the Heart and Stroke Foundation and Canadian Cancer Society and various levels of government, including Health Canada.

The program is similar to the U.S. initiative called My Plate that started in 2007.