News release

New Vegetables and Fruit Social Marketing Campaign

Health Promotion and Protection (March 2006 - Jan. 2011)

NOTE: A social media version of this release, with high-res, downloadable photos, audio and video clips, is available at http://gov.ns.ca/news/smr/2010-03-24-vegetables.asp


Fresh, canned, frozen. No matter what way they come, vegetables and fruit have nutritional value. That's the focus of a new social marketing campaign, Goodness in Many Ways, launched today, March 24, to help Nova Scotians eat more vegetables and fruit.

The campaign is a partnership of the Heart and Stroke Foundation of Nova Scotia, the Canadian Cancer Society (Nova Scotia Division) and the Department of Health Promotion and Protection. The goals are to show people the many ways to eat vegetables and fruits and help them prepare tasty meals and snacks.

"We're working to help Nova Scotians eat healthier and be more healthy overall," said Maureen MacDonald, Minister of Health Promotion and Protection. "The campaign is part of a larger effort to improve the health and well-being of individuals and families in our province."

According to Statistics Canada, less than one-third of Nova Scotians older than 12 consume the recommended five to 10 servings of vegetables and fruit per day. Yet, a diet rich in these foods helps improve overall health and decrease chronic diseases like heart disease, cancer, type 2 diabetes and obesity.

"People are not eating enough vegetables and fruit for a variety of reasons," said Menna MacIsaac, CEO of the Heart and Stroke Foundation of Nova Scotia. "There are real barriers, from not being able to afford to buy vegetables and fruit to knowing what to buy and how to prepare it. This campaign draws attention to the numerous ways to consume vegetables and fruit and helps to address some of these important issues."

Research for the campaign revealed that accessibility, availability and affordability keep Nova Scotians from consuming the recommended servings of vegetables and fruit.

"Most people know that eating vegetables and fruit is necessary for a healthy diet," said Meg McCallum, director of programs and district services for the Canadian Cancer Society. "This campaign is unique. It's not about telling people the number of servings they should eat, but rather, it's about helping them understand the options, such as fresh, frozen and canned, that are available."

Goodness in Many Ways gives practical tips and advice on preparing meals and snacks using fresh, frozen or canned vegetables and fruit and how to freeze or can them when they are in season. Visit www.freshcannedfrozen.com to see the featured monthly recipe and other resources.

Phase 1 of the campaign includes TV ads, print ads for buses and bus shelters, posters, and a website. The two-year campaign is funded by the Department of Health Promotion and Protection and the Public Health Agency of Canada.