The Québec Produce Marketing Association, based in Montreal, will receive a $750,000 grant from André Lamontagne, minister of agriculture, fisheries and food.
The money is for the organization’s I Love Fruits and Veggies Movement program, according to a news release. Announced Aug. 20, the grant is one of several actions in coming months to encourage consumers to incorporate more Québec produce into their daily habits. QPMA and its industry partners will contribute an additional $300,000, for more than $1 million toward the movement.
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“We have led many awareness-raising initiatives on the importance of eating produce this year, as 2021 was named International Year of Fruits and Vegetables by the Food and Agriculture Organization of the United Nations,” QPMA president and CEO Sophie Perreault said in the release.
“We are enthusiastically seizing this opportunity to enhance our activity program for the I Love Fruits and Veggies Movement, which has been promoting the interesting world of fruits and vegetables since 2004. The health benefits of eating fruits and vegetables are well known and we want to increase the breadth of our actions to help Quebecers fill at least half their plate with produce at every meal.”
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The movement is designed as a platform where consumers, healthcare professionals, retailers, chefs and restaurant owners can share information and have discussions on various subjects, including the diversity and quality of fruits and vegetables, health benefits, the versatility of produce in cooking and sustainable agriculture.
The I Love Fruits and Veggies Movement will be rolled out through blog posts, online videos, web banners, social media content, partnerships with influencers, public events and awareness-raising tours at points of sale in Québec.
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