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QUINCY, Mass. -- The Stop & Shop Supermarket Co. today becomes one of the first supermarket chains in to roll out Better Health Foundation's new "Fruits & Veggies-More Matters" campaign, which tells consumers that no matter how many fruits and vegetables they usually eat, they can always benefit from adding more to their diets.
The Fruits & Veggies-More Matters campaign replaces PBH's 15-year-old "5 A Day" program.
PBH on Saturday also recognized the chain, based here, for its ongoing overall initiatives to urge shoppers to eat more fruits and vegetables.
In support of the Fruits & Veggies-More Matters campaign, Stop & Shop has posted signs with a new logo throughout its stores, and is currently offering a free booklet featuring simple tips, snack ideas, and shopping list suggestions.
In another tactic to promote the launch of the campaign, the Stop & Shop at South Bay Plaza in Dorchester, Mass. will feature special guests including cookbook author and registered dietitian Janice Bissex and dietitians from BOND (Boston Organization of Nutritionists and Dieticians) of Color, as well as entertainment by songwriter Will Bullock. Stop & Shop will also conduct a raffle.
"Stop & Shop is a recognized leader in responding to the health and nutrition needs of consumers," noted PBH president Elizabeth Pivonka. "Their commitment to increasing awareness of the health benefits of fruits and vegetables, and helping consumers turn that awareness into action sets a high standard within the supermarket industry which plays a critical role in supporting the Fruits & Veggies-More Matters message."
The grocer's consumer advisor, Andrea Astrachan, accepted the National Excellence Award at PBH's board of directors meeting in San Francisco.
"At Stop & Shop, we have worked diligently to improve the quality and freshness of our fruits and vegetables, lowered prices on hundreds of produce items, and expanded our Nature's Promise line of affordable organics so customers can buy even more great tasting produce," noted Astrachan in a statement.
Stop & Shop was recognized for its "Kids Corner" initiative and an educational store tour program. In Kids Corner, preschoolers receive an activity sheet featuring popular Nickelodeon characters that encourage them to sample a new fruit or vegetable. The activity sheet also offers an easy-to-prepare recipe and offers ways for parents to include more fruits and vegetables in their children's diets.
Based on the messages of the USDA MyPyramid for Kids, the school tour program provides hands-on lessons in healthy eating.
Stop & Shop operates 385 stores in Massachusetts, Rhode Island, Connecticut, New Hampshire, New York, and New Jersey.