Politico’s Morning Ag report says House Republicans want to derail some of the USDA’s school lunch reforms in the appropriations process. Good grief, the GOP is no friend to the fresh produce industry lately. No help with immigration reform and now they want to roll back fresh-produce friendly school lunch nutrition standards. So tell me again why it seems that everybody in the fresh produce industry votes Republican?
The American Frozen Food Institute is launching a national effort to encourage consumers to “take a fresh look at frozen foods” through the “Frozen. How Fresh Stays Fresh.” category education and promotion initiative.
Yes, you read that correctly. “Frozen. How fresh stays fresh.”
From my perspective, when you freeze something, it is no longer fresh. It is frozen.
From the AFFI release:
Leading American frozen food makers have come together to launch this first-of-a kind national dialogue to inform and remind consumers that freezing simply pauses just-picked, just-baked and just-crafted foods, locking in their freshness, flavor and nutrients.
The “Frozen. How Fresh Stays Fresh.” initiative is a three-year, $30 million per year effort to engage consumers where they live, work and shop through national television, digital and print advertising, online engagement and in-store and out-of-store promotion.
“Keeping food fresh is what freezing is all about,” said AFFI President and CEO Kraig R. Naasz. “Freezing is simply nature’s pause button that keeps fresh foods at their peak of freshness. We are excited to talk with consumers about the many benefits of frozen food and encourage shoppers to visit the frozen food aisle and take a fresh look at frozen,” said Naasz.
The “Frozen. How Fresh Stays Fresh.” consumer education initiative is being supported by AFFI members who make some of America’s most popular and beloved foods, including ConAgra Foods, General Mills, Heinz, Hillshire Brands, Jasper Wyman & Son, Kellogg’s, Lakeside Foods, Nestlé USA, Pinnacle Foods, Schwan’s Foods and Seneca Foods.
TK: In the face of such double speak, wouldn’t it be great if fresh produce advocates would spearhead a "three-year $30 million per year" campaign (right!) to keep the consumer perception of “fresh” where it should be. That, of course, is in the fresh produce department, not in frozen foods.