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Increasing Canadians’ Consumption of Fresh Fruit and Vegetables with the Half Your Plate Program

The McGill Centre for the Convergence of Health and Economics (MCCHE) invites you to particpate in our consumer behaviour webinar and discussion series. This series is part of a broader research agenda in developing a model of motivated choice and tranformative innovation for healthier lifestyles and obesity prevention and control. On October 8th, Sue Lewis, Director of Market Development, and Jason Gourley, Manager of Education, at the Canadian Produce Marketing Association will present on their efforts to increase Canadians' consumption of fresh fruits and vegetables through the Half Your Plate program. 

In 2013, the and its health partners began conducting research into consumer behavior and average rates of consumption of fresh produce in Canada. Based on research findings, consultation with health partners, and input from the fresh produce industry, the program was developed. This webinar will discuss how the research contributed to the development of the campaign messages and program components.