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FreshDirect Set for New Food Pyramid With "Green & Orange"

LONG ISLAND CITY, N.Y. -- As a prelude to what will be a more robust response to the new food pyramid, due out any day, online grocer FreshDirect has posted a new Web page of fresh produce items grouped by color and accompanied by the government's serving suggestions.

The new "Green & Orange" page was launched last week as an added-value service to shoppers, and to hint at what's to come once new guidelines are released.

Currently under FreshDirect's Seasonal Favorites index, the new section serves as a roadmap for shoppers following the adjusted guidelines in their diets. Since those guidelines recommend servings of fruits and vegetables by color, FreshDirect picked its two favorite colors to launch with -- those of the company logo.

Each section lists the number of recommended servings for that color of produce, and the offerings FreshDirect sells currently that fall within that color. It also has a link to additional nutrition information.

When the new pyramid is released, FreshDirect plans to add more functionality to the Web section to accommodate the guidelines, and will launch a marketing campaign to drive shoppers to it.
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