Editor's Note: PMA’s Kathy Means, vice president of government relations and public affairs, urged the review committee to put greater emphasis in the new guidelines on healthy, wholesome fresh fruits and vegetables. Her comments are below:
Thank you for the opportunity to address this group. I am Kathy Means speaking for the Produce Marketing Association. We represent 3,000 companies throughout the supply chain that market fresh fruits and vegetables. We are funded primarily by event revenue and membership dues.
We have a common goal: getting consumers to eat more fruits and vegetables.
We fully support the committee’s findings and encourage robust actions by USDA and HHS to communicate and implement the committee’s recommendations. Our written comments will address the following themes in more depth.
Though the committee’s recommendations are not new, the public health imperative of behavior change has never been stronger. Years of communication about dietary recommendations have not yet convinced Americans to modify their diets.
A stronger, more vigorous effort through communication, social science, and policy changes, including prompt action on Child Nutrition Reauthorization, are essential to have an impact on the burgeoning – literally – American public.
The committee’s call to action rings true. Increased consumption of fresh produce is a key factor in three of the four steps the committee recommends: reducing calorie intake; shifting to a more plant-based diet; and reducing consumption of certain other foods.
PMA supports the messaging of Fruits and Veggies – More Matters as a private-public partnership through the Produce for Better Health Foundation and the Centers for Disease Control and Prevention. The research shows that few Americans eat enough fruits and vegetables, so most Americans can benefit from “more.” Greater support for these efforts is essential.
We applaud the committee’s new approach that considers the total diet and integrating recommendations into practical terms that encourage personal choice but result in a nutrient-dense and calorie-balanced eating pattern.
A strong, intuitive representation is necessary in communications. Consumers need phrases and images that make it obvious and easy to meet the guidelines. A phrase or image such as “make half your plate fruits and vegetables” is simple and actionable for consumers.
Better access to fresh produce is another productive recommendation. PMA is working with its members to identify, publicize, and encourage efforts to improve such access through supermarkets, restaurants, and alternative distribution outlets.
We also support the ongoing efforts of this committee to address safe food handling for consumers.
The Partnership for Food Safety Education educates consumers about the four basic principles cited by the committee: clean, separate, cook, and chill. Additional resources would help the partnership extend its reach.
The Partnership for Food Safety Education educates consumers about the four basic principles cited by the committee: clean, separate, cook, and chill. Additional resources would help the partnership extend its reach.
The committee noted a need for improved practices around produce washing. There are ready resources from the partnership, as well as identical advice from the U.S. Food and Drug Administration on safe handling of fresh produce. Communication and education about fresh produce handling should be based on these science-based, consumer-tested resources.
Thank you for the opportunity to comment on this proposal and please call on us if we can be of assistance.
Source: Produce Marketing Association