CPMA plans 5 to 10 A Day facelift


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Gill McShane


CPMA plans 5 to 10 A Day facelift

The Canadian Produce Marketing Association is seeking to further raise awareness of the importance of eating a wide range of fresh produce every day

CPMA plans 5 to 10 A Day facelift

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After a decade of promoting the consumption of fresh fruit and vegetables under the 5 to 10 A Day slogan, the Canadian Produce Marketing Association (CPMA) is reportedly planning to rebrand the drive.

“We are looking at the 5 to 10 A Day program and how to make it relevant, how to have an impact,” Melanie Richer, senior manager of marketing and communications told The Packer. “Childhood obesity numbers are rising, and awareness isn’t as high as we’d like it to be.”

According to Ms Richer, the new program will be unveiled next spring, complete with a new sponsor, website and marketing materials.

In the meantime, CPMA partnerships with the Canadian Cancer Society and the Heart and Stroke Foundation of Canada will continue as usual.

The association is also piloting a new program which brings more fruit and vegetables into schools for snacks, but is funded by parents, reported The Packer.

More than 60 schools in the Ottawa Catholic School Board’s operation are testing Freggie Fridays, a program that encourages students to bring in their own fruit or vegetable for a snack, and incorporates those snacks into classroom activities.

“The whole idea is, kids bring in their own snacks, and the industry supports it because it’s funded by the parents,” said Danny Dempster, president of the CPMA. “We’re just changing habits.”


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