Federated Co-op promotes Half Your Plate program

Federated Co-operatives Limited is the latest retailer to showcase its support for the “Half Your Plate” campaign.

Developed by the Canadian Produce Marketing Association, “Half Your Plate” is an eating program that encourages consumers to look at the make-up of their plate, rather than recommended serving sizes. It recommends at least 50% of your plate is taken up with fruits and veggies.

The 225 stores in Federated Co-op’s retailing system will feature “Half Your Plate” branding. The Co-ops will also feature online tips and recipes to make it easier for consumers to fill half their plates at each meal.

READ: Walmart joins “Half Your Plate” campaign

“By joining the campaign, we’re creating a unified message across Canada that we need to incorporate more fruits and veggies into our meals and snacks,” said Ron Welke, associate vice-president of Federated Co-op in a statement.

Federated Co-op joins the likes of Colemans and Powell’s Supermarket in Newfoundland and Labrador, as well as Walmart Canada. CPMA launched the campaign earlier this year with a website and various social media components.

“Half Your Plate” was developed in collaboration with the Canadian Cancer Society, the Canadian Public Health Association and the Heart and Stroke Foundation.