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 www.colorsofhealth.com.
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