Health-and-wellness Campaign Reaches First 'Peak'

WASHINGTON -- The "Take a Peak into MyPyramid" campaign, created to provide millions of Americans with education and guidance on eating more nutritious foods, marks its first year in grocery stores this month, The Grocery Manufacturers and Food Marketing Institute said yesterday.

"GMA and its member companies are committed to providing consumers with the tools they need to make healthful and informed food choices," said GMA president and c.e.o. Cal Dooley of the initiative, a joint effort of the trade associations and Pittsburgh-based MatchPoint Marketing. "Combining the government's nutrition expertise and our industry's marketing prowess, Take a Peak is a one-of-a-kind collaboration that benefits individual consumers and their families, as well as our nation's public health."

Among retailer participants in the program is Lakeland, Fla.-based Publix Supermarkets, with 926 stores in five states. The company, which rolled out the first incarnation of Take a Peak in January 2007, is now in the midst of implementing a third such program this month, during which the grocer will distribute educational booklets featuring an easy-to-follow nutritional guideline, reaching shoppers at the shelf.

Additionally, over 30 consumer brands have committed to or implemented in-store promotion activity as part of the program.

Take a Peak, the first widespread health-and-wellness initiative from the food and beverage industry, translates the 2005 USDA Dietary Guidelines for Americans into an easily understood message in the form of educational brochures and signage.
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