The Quebec Produce Marketing Association recently won the Accessibility Initiative Award at the DUX 2023 Grand Prix Gala for its “More for Your Money” campaign.
The I Love Fruits and Veggies Movement, an initiative of the QPMA with over 400 members in the agri-food and public health sectors, was also a finalist in the communications initiatives category for “La Minute Scientifique de Christina,” a series of short science-in-the-kitchen videos that explain the chemistry behind cooking and preparing fruits and vegetables, according to a news release.
“Backed by Quebec government support, this positive, original campaign reminds us of all that we can still enjoy fruits and vegetables, even on tighter budgets. Fresh, frozen, or canned, fruits and vegetables are the food groups with the best nutritional price-value ratio,” Mario Lalancette, nutritionist and QPMA director of strategy and communications, said in the release.
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The 11th annual DUX Awards Competition recognizes, showcases and promotes products and initiatives that encourage Quebecers to eat better. The “More for Your Money” campaign from QPMA sought to deliver clear, down-to-earth messages to help consumers eat fruits and vegetables despite price fluctuations.
“In this period of inflation, the I Love Fruits and Veggies Movement’s promotional and educational activities are crucial for helping Quebecers fill half their plates or more with fruits and vegetables,” Lalancette said in the release.
Nutritionists on the I Love Fruits and Veggies Movement team search grocers’ flyers to find the best possible deals and headline the top choices for Quebecers, according to the release. They also share recipes, advice on preservation, and practical ways to reduce waste and get more for the money. In October 2022, for example, with current flyer discounts and high availability of local and seasonal produce, $20 would buy up to 181 servings of Quebec fruits and vegetables — at just 11 cents per serving, according to the release.
Only 35% of the Quebec population consumes the minimum five fruit and vegetable servings day, while a significant gap persists between low-income and more affluent households, according to the QPMA. The I Love Fruits and Veggies Movement was set up because of QPMA’s commitment to raising awareness among Quebecers about the importance of fruits and vegetables as part of a healthy lifestyle and making more frequent consumption possible, according to the release.
