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Walmart Canada launches Half Your Plate program

Walmart Canada has joined Half Your Plate, the Canadian Produce Marketing Association's healthy eating campaign designed to get Canadians of all ages to eat more fruits and veggies to improve their health. After a successful launch on social media this summer, Half Your Plate is now making its way onto produce packaging and into retail stores across Canada.cpma halfyourplate logo 4cl

“We are excited to be the first major retailer to promote Half Your Plate in our stores and flyers,” said Sam Silvestro, senior director of fresh foods for Walmart Canada, said in a press release. “We believe that healthy eating starts with getting enough servings of fruits and vegetables every day, and Half Your Plate provides an easy message for consumers to understand and keep in mind when doing their grocery shopping.”

“Rather than having people count servings or worry about serving size, our messaging is that at every meal, make half your plate fruit and vegetables. By the end of the day, you’ll have your recommended number of servings,” Ron Lemaire, president of CPMA, said in the release. “That also translates when you’re at the grocery store. Half your cart should be fruit and veggies, and having retailers promote the campaign re-emphasizes the importance of making healthier choices at the store.”

Half Your Plate offers a simple, consistent way to help consumers navigate the many different messages they hear each day about healthy eating. “It can be a bit confusing for some consumers to know what makes up a healthy meal,” added Lemaire. “What we hear most from consumers is that they’re struggling with what a serving is in a lot of instances and are looking for ways to make healthy choices fast, easy and affordable.”

Although Canadians are becoming more conscious of what they eat, studies show that the average person only consumes 3.5-4.5 servings of fruits and vegetables every day. Yet Canada’s Food Guide recommends that adults get seven to 10 servings per day, depending on gender. Half Your Plate encourages people to take it one meal at a time, analyzing the make-up of their plate rather than specific servings that can be confusing to many.

The Half Your Plate campaign was developed in collaboration with health partners the Canadian Cancer Society, the Canadian Public Health Association and the Heart and Stroke Foundation. More information can be found at www.halfyourplate.ca or by following @halfyourplate on Twitter, Facebook, or Pinterest. Other retailers are expected to start using the campaign in the coming months.

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