GREEN BAY, Wis. -- Retailers are welcoming heightened efforts to promote the 5 a Day program more often in Center Store.
Until recently, 5 a Day's efforts have been concentrated in the fresh produce department, said Larry Hage, district supervisor for C&K Markets, Brookings, Ore.
"We promote the 5 a Day plan heavily, but it's done through the produce department," he explained.
But manufacturers of Center Store products are now taking a more active role in the campaign. Birdseye here, a division of Dean Foods, Franklin Park, Ill., has tied its January "Healthy Eating" campaign into 5 a Day, a program cosponsored by the Produce for Better Health Foundation, Newark, Del., and National Cancer Institute, Bethesda, Md. The campaign seeks to increase the average consumer's consumption of fruits and vegetables to five daily servings by the year 2000.
"Hopefully, this will spread the general message that frozen vegetables are just as healthy as fresh," said Tom Outlaw Jr., vice president of frozen food at Ingles Markets, Black Mountain, N.C.
"For 5 a Day, we're trying to include all fruits and vegetables. We're talking fresh, frozen, dried, canned and juice," said Joseph Prickett, regional marketing director at PBH.
The campaign will specifically promote Birdseye Farm Fresh Mixtures and Easy Recipes, both mixed vegetable products.
"The stirfries, mixes, whether it's Oriental or German or whatever, are all selling," said Pat Redmond, grocery merchandiser at Rosauers Supermarkets, Spokane, Wash.