Don’t discount produce’s health message - The Packer

Don’t discount produce’s health message

12/12/2013 06:16:00 PM
John Sauve and David Swardlick

We believe it’s time for a private-sector, industry-wide effort that makes a clear commitment to the U.S. Department of Agriculture dietary guidelines’ average 5-cups-a-day goal — with a simple strategy and message that can tie this entire category and all its supporters together.

At the heart of that strategy, we suggest, will be color, health and a clear goal.

Creating a marketplace mechanism to leverage and convert existing health-benefit awareness to change the way people think about, shop for, and eat fruits and vegetables, and helping them actually achieve what they say they really want to do, is the basis of The Colors of Health integrated marketing initiative.

5 Colors. 5 Cups. Every Day.

John Sauve and David Swardlick are managing partners of the Portland, Maine-based Food and Wellness Group. The Colors of Health, a Food and Wellness Group program, launches in early 2014. For more information visit

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Kathy Means    
Newark, DE  |  December, 17, 2013 at 11:22 AM

Health is a vital message for our industry. So is taste, fun, and convenience. We have to compete with many other consumer food choices. To do that, we must use every marketing tool in the toolbox. Different people are motivated by different things -- including kids' motivators like Sesame Street characters. Let's be sure we resonate with consumers of all types and meet consumers wherever they are.

Beth Valdettaro    
Indianapolis, IN  |  December, 17, 2013 at 02:43 PM

The Indianapolis Fruit Company and their brand, The Produce Mom have succeeded in using social media messaging to communicate how produce is "Delicious, Nutritious, Convenient and Affordable." Consumers are responding well to short, upbeat and informative comments from their peer, The Produce Mom, who communicates how to "Select, Store and Serve" via her website blog, Both Moms and Kids are motivated by bright, fun graphics and clear messaging. Schools are getting involved through their "Find Your Favorite" program of celebrity heroes who challenge children to try new items and to select their own healthy options. A great strategy for an important message.

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