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Cal. Tree Fruit Launches '90-Day Challenge' In-Store Promo

REEDLEY, Calif. -- Retailers across the country in June will help their customers beautify themselves from the inside out, with the aid of fresh California peaches, plums and nectarines.

The California Tree Fruit Agreement (CTFA) launched the 90-Day Challenge, a program that encourages a healthy lifestyle, including a diet rich in fruits and vegetables, to improve health, well-being, and good looks.

More than 2,000 stores nationwide will feature POS materials, including tear sheets, aisle posters, and produce display cards, encouraging consumers to access a personalized 90-Day Challenge Calendar on, which will enable them to track how many servings of California peaches, plums and nectarines they eat each day.

The Website will also provide exercise, nutrition and beauty tips; and recipes using fresh California fruits.

"Fresh fruits such as California peaches, plums, and nectarines are proven to be sources of antioxidants and other phytonutrients, which promote vibrant health and help protect against chronic disease," said Sheri Mierau, v.p. of marketing for CTFA. "This program is designed to motivate purchases, and provides consumers with daily tools for healthy living in a fun and interactive format throughout the summer, which is why so many retailers have signed up to participate."

CTA administers marketing order programs on behalf of California's 2,000 stone fruit growers. Originally established in 1933, the organization includes the Peach Commodity Committee and the Nectarine Administrative Committee, both federal programs, and the California Plum Marketing Board, a state program.
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