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    Food Industry Groups Team with USDA on MyPyramid

    A stepped-up in-store campaign is part of the official rollout of the USDA MyPyramid Corporate Challenge.

    As part of the USDA MyPyramid Corporate Challenge, the Grocery Manufacturers Association, Food Marketing Institute, and Pittsburgh-based MatchPoint Marketing have become official USDA MyPyramid corporate partners.

    As such, they will reinforce efforts to get retailers and manufacturers on board and committed to implementing the "Take a Peak into MyPyramid" initiative in more stores across the country. The program highlights the government's nutrition education program in supermarket aisles.

    "Through the collaboration of GMA, the Food Marketing Institute, and MatchPoint Marketing, Take a Peak will give consumers a very useful 'insider' look to MyPyramid," noted Dr. Brian Wansink, executive director for USDA's Center for Nutrition Policy and Promotion. "Their signs, booklets, and other tools will help shoppers to make the best choices."

    USDA's "Partnering with My Pyramid: Corporate Challenge" spotlights the role industry can play as a partner to government in encouraging healthier eating and physical fitness among families. The challenge requests help from corporate America in empowering nutrition gatekeepers to provide information to help consumers make more nutritious food choices.

    "GMA and its member companies are committed to providing consumers with product solutions that help Americans build their individual MyPyramids," said GMA president and c.e.o. Cal Dooley. "Take a Peak into MyPyramid, which combines the government's nutrition expertise and our industry's marketing prowess, is an important collaboration that benefits individual consumers, as well as our nation's public health."

    "Supermarkets across America are promoting health and wellness through a wide variety of creative consumer education programs," observed FMI president and c.e.o. Tim Hammonds. "We welcome the opportunity to integrate the MyPyramid program into nutrition education initiatives, which will augment the many outreach efforts already underway. Educating consumers where they purchase food is an effective way to ensure that they make the most healthful choices."

    "Through the strong and concise communication platform of Take a Peak into MyPyramid, consumers can readily identify supporting brands sold at their favorite store, and subsequently make healthier dietary choices for their family," added MatchPoint Marketing president David Lied.

    To date, the program has helped consumers incorporate more foods that meet the U.S. Dietary Guidelines into their diets in over 5,000 stores in all 50 states. Participants include Wal-Mart, Publix Super Markets, and Supervalu. One large regional chain will soon implement a bilingual (Spanish) version of the initiative.

    Retailers and wholesalers can get more information Take a Peak into MyPyramid by calling 877-5PYRAMID or by visiting www.TapintoMyPyramid.com.

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