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WILMINGTON, Del. -- Leaders from the Produce for Better Health Foundation (PBH) here are hailing a new report released this week by the Institute of Medicine of the National Academies (IOM), which claimed food and beverage marketing aimed at kids points them to high-calorie, low-nutrient products.
"The Institute of Medicine's (IOM) report on the marketing of food to children is a landmark document whose recommendations can significantly improve the health of today's children and tomorrow's adults," said PBH president and c.e.o. Elizabeth Pivonka. "Produce for Better Health Foundation (PBH) calls on government and industry to swiftly implement the recommendations in the report. No delay is acceptable when it comes to improving the health of American families."
Noting that the report focuses on the need to create an environment where children are motivated to make healthier food choices and where these foods are readily available, Pivonka said, its strength lies in the broad range of recommendations aimed at not only the food industry, but at media and entertainment initiatives, parents and caregivers, school environments, public policy, research and marketing practice standards.
"Most importantly it recognizes that only a coordinated effort between the public and private sectors can create and sustain an environment where our children grow up with healthy eating habits," said Pivonka. "PBH has a great deal of experience in working with produce growers and shippers, food manufacturers, commercial and non-commercial foodservice, food retailers and entertainment icons like Peanuts, Shrek and the Sesame Street characters in promoting and marketing healthful food choices to children."
As the IOM report highlights, PBH's National Action Plan to Promote Health Through Increased Fruit and Vegetable Consumption provides an integrated framework of marketing, policy and communications strategies to help Americans obtain, prepare and consume fruits and vegetables, a critical component of meals and snacks that promote health, she noted.
"As part of the National 5 A Day Partnership, the nation's largest public-private health education initiative, PBH looks forward to taking a leadership role in implementing the IOM report recommendations through our work with the fruit and vegetable industry, supermarkets, restaurants, schools, parents and government."