Canned Food Alliance Works to Create a Healthier America

The Canned Food Alliance (CFA) is committed to educating consumers and food influencers (such as dieticians and reporters) about the nutritional value of canned food. In 2006, the CFA is expanding its marketing and communications outreach by working closely with the Produce for Better Health Foundation (PBH).

PBH is a non-profit consumer education foundation that serves as a catalyst for creating a healthier America through increased consumption of a variety of fruits and vegetables. Canned Food Alliance Director Rich Tavoletti represents canned food interests at PBH Board meetings and is a member of PBH's Consumer Marketing and Communications Committee. This work ties in well with the CFA's program theme for 2006—"Canned Food: The Nation's Nutrition."

PBH is chair of the National 5 A Day Partnership, consisting of government agencies, non-profit organizations, and industry working in collaboration to expand 5 A Day efforts to increase consumption of fruits and vegetables for improved public health. The 5 A Day for Better Health program is the nation's largest public-private nutrition education initiative with 5 A Day coordinators in each state, territory, and the military. The organization has more than 700 members representing growers, shippers, packers, merchandisers, commodity boards, trade associations, food industry organizations, health insurers, health professionals, and retailers reaching consumers in 30,000 supermarkets nationwide. This and its over 90-member Board of Directors speaks to the industry's confidence in PBH's efforts to increase fruit and vegetable consumption.

As a result of the CFA's participation on the Board, PBH is now providing more emphasis on all forms of fruits and vegetables, including canned. This influence is evident in the new brand identity announced at the PBH Board of Trustees Meeting on March 30 - April 1: Fruit and Veggies: More Matters. This theme will replace PBH's 5 A Day campaign, which will be phased out over the next year. While the 5 A Day name will disappear completely in 2007, the partnership to increase consumption of fruits and vegetables will be stronger than ever. For more information, contact Rich Tavoletti.