Awareness of the Quebec Produce Marketing Association’s I Love 5 to 10 a day is growing, according to a telephone survey conducted in July by Leger Marketing.
The survey concluded that 52% of all respondents — and 60% of women — had heard of the campaign, up slightly from 2010, and respondents said they’re eating 4.2 servings of fruits and vegetables a day, compared to 3.9 servings a year ago.
To help spread the I Love message, QPMA is working with three new projects involving Quebec kids.
Manger Futé, or Eat Wisely, is a team of food enthusiasts and nutritionists who share the association’s desire to see young kids eating healthy food, QPMA executive director Sophie Perreault said.
Working with the Eat Wisely team, QPMA is developing ideas and activities for the thousands of day care operators across the province.
Even an apple can be used to teach kids in many ways, Perreault said. They can learn where it comes from, how it grows, the different colors and fun ways to eat it, starting with a tasty dip.
Motherforlife.com, meanwhile, is a leading Quebec website for women concerned about pregnancy and family life. For the next year, QPMA will provide content to help mothers plan menus and learn about fruits and vegetables.
QPMA’s extensive library of resource information also will be available through the site, Perreault said.
The Eat Wisely and Mother For Life partnerships represent a $35,000 investment, she said.
QPMA also is involved in the Active Schools competition organized by the Quebec Ministry of Health and Social Services. Schools are invited to submit ideas on how to get their students more active and eating healthier food.
The six winning schools each receive a visit from Freggie, mascot for the Canadian Produce Marketing Association, and longtime QPMA spokeswoman Julie DesGroseilliers, who conducts a workshop on fruits and vegetables.
"It’s exciting for the kids, and we get them to touch and taste the products," Perreault said.
To raise money for the I Love campaign, about 500 people were expected to attend QPMA’s 24th annual Oyster Party on Nov. 4 in St.-Leonard.
QPMA is launching a new corporate website in November. In January, the association plans a members’ workshop on traceability to discuss codes and moving toward PTI.
"We’ll discuss where our industry is now and where it’s going," Perreault said.