CTFA, CAC Back Mediterranean Foods Alliance Education Campaign

Two California fruit marketing organizations, the California Avocado Commission (CAC) and the California Tree Fruit Agreement (CTFA), will be among the 16 founding members of the Mediterranean Foods Alliance, with a mission “to bring the healthy pleasures of Mediterranean Diet into more homes, schools, restaurants – in short, all places Americans eat.”

The Mediterranean Foods Alliance has launched a new consumer education campaign featuring a “From Your Cart to Your Kitchen,” retailer tool kit. Among the highlights of the tool kit is a CD-ROM that features ideas for cooking demonstrations and food sampling events, templates for newsletters and activities, Mediterranean Diet shopping lists, and recipe cards.

The retail tool kit is further supplemented by a colorful consumer brochure with tips on how to stock the ultimate Mediterranean pantry; a Mediterranean Diet poster; a guidebook for retailers; and the “Med Mark” logo – a packaging symbol that helps consumers identify “Med Diet” foods at store level.

“Promotion of the Mediterranean Diet by retailers can be a very smart move to encourage sales of tree fruit and overall sales of fruits and vegetables, especially in this tough economy,” said Sheri Mierau, president of CTFA. “The concept of combining healthy eating and savoring traditional foods at home strikes a chord with today’s shoppers.”

“Consumer education of the benefits of following the Mediterranean Diet can have a direct impact on overall produce department traffic because fundamentally the plan promotes a plant-based diet,” said Jan DeLyser, v.p. of marketing for CAC. “For avocados specifically, the diet also advocates using the fruit as an alternative sandwich spread, which directly encourages increased avocado use.”
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