The Quebec Produce Marketing Association received a $400,000 grant from the Quebec government to launch the I Love Fruits and Veggies Movement.
The financial support is based on the government’s preventive health policy goal to get more than half of Quebec’s population eating five servings of fruits and vegetables a day by 2025, according to the association’s news release.
“We’d like to thank the Quebec government for recognizing our expertise and encouraging our efforts which have been ongoing for many years. We know that for many consumers enjoying fruits and vegetables on a daily basis is still a challenge,” association president and CEO Sophie Perreault said in the release.
In August 2018, the association launched the movement to rally healthcare professionals, nutritionists, educators and other partners around a shared message: the pleasure and benefits of eating more fruits and vegetables.
If half of Quebecers consumed the minimum number of servings recommended by the Public Health Agency of Canada, about 100,000 cases of illness would be prevented, and the healthcare system would save nearly $720 million between now and 2035, according to the association’s 2018 economic impact study conducted by Aviseo Consulting.
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