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Safeway to Help Test New USDA MyPyramid Education Efforts

PLEASANTON, Calif. -- Safeway here will help the government test at the point-of-purchase a science-based, nutrient density concept to improve consumer understanding and overall dietary patterns.

The chain is working with the U.S. Agriculture Department and other partners to increase the public's knowledge of both the Dietary Guidelines and MyPyramid. The effort is part of a new Nutrition Education and Promotion Program (NEPP), composed of public private partnerships designed to collaboratively educate American consumers in creative, innovative ways on important nutrition messages to help them make better food choices and improve their physical activity habits.

"The high healthcare costs resulting from poor dietary practices underscores the importance of nutrition education to encourage the adoption of healthier lifestyles," said Agriculture Secretary Mike Johanns. "Over the last year the public has embraced MyPyramid, which provides personalized guidance on how to live longer and healthier lives."

Participants said the efforts will link science-based dietary guidance to the nutrition needs of consumers, facilitate nutrition policy coordination, and promote nutrition education. USDA said it will work cooperatively with the selected partners to implement their proposed multi-year, multi-dimensional nutrition promotion and education campaigns. The agreements do not involve the use of any federal funds, the agency said.

Besides Safeway, the partners include:
Tufts University Friedman School of Nutrition Science and Policy, which will work with USDA and Safeway to test a science-based, nutrient density concept to improve consumer understanding of the nutritional quality of products consumers choose and to improve overall dietary patterns at point of purchase.

Naturally Nutrient Rich Coalition (NNRC), which will represent each of the MyPyramid food groups. NNRC intends to collaborate with USDA to further nutrient density science and market research and develop messages and materials that provide consumers with information that assists them in meeting the recommendations of the Dietary Guidelines.

Hispanic Communications Network (HCN), which will work with USDA to develop a campaign to create awareness and behavior change in Spanish-speaking Hispanics nationally through a combination of newspapers, radio and TV stations, high profile Internet portals, and special events in select communities.

For more information on the NEPP, the 2005 Dietary Guidelines for Americans and MyPyramid, please visit
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