PMA praises new U.S. Dietary Guidelines’: ‘Make fruits and vegetables half your plate’

PMA praises new U.S. Dietary Guidelines’: ‘Make fruits and vegetables half your plate’


NEWARK, Del.—With the January 31 release of the 2010 Dietary Guidelines for Americans, the Produce Marketing Association (PMA) applauds the U.S. Department of Health and Human Services and the U.S. Department of Agriculture for their emphasis on fruit and vegetable consumption throughout the guidelines.

Notably, the new guidelines call for consumers to make half their plates fruits and vegetables, a “powerful and actionable image for us all,” said Kathy Means, PMA’s vice president of government relations and public affairs.

In addition to that advice, the agencies offer additional consumer-friendly advice and tools to help consumers translate the Dietary Guidelines into their everyday lives:
• Enjoy your food, but eat less.
• Avoid oversized portions.
• Switch to fat-free or low-fat (1%) milk.
• Compare sodium in foods like soup, bread, and frozen meals – and choose the foods with lower numbers.
• Drink water instead of sugary drinks.

“There’s never been a time when fruits and vegetables have been this far forward in health, science and regulatory messaging,” Means said “We are especially pleased that the new guidelines call for consumers to make half their plates fruits and vegetables – a crystal clear concept for consumers. Produce has been front and center in First Lady Michelle Obama’s ‘Let’s Move’ program and the war against obesity, as well as in the recently signed Healthy, Hunger-Free Kids Act of 2010. The farm bill also shines favorably on fruits and vegetables. The new dietary guidelines are one more message outlet that may speak to some individuals in a way none of the other efforts will.”

The guidelines are important because they form the basis for federal health and feeding programs, the best dietary advice for consumers, and the foundation for many other organizations’ dietary guidance. “This guidance, combined with other PMA and member activities put us on the brink of significant growth in produce consumption and sales,” Means said.
In the making of the new dietary guidelines, PMA’s Government Relations team offered comments and testified before the Dietary Guidelines Advisory Committee calling for a stronger, more vigorous effort for increased produce consumption through communication, social science, and policy changes.

Part of team’s advisement stated: “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 that emphasizes fruits and vegetables as well as other healthful foods; and reducing consumption of foods with added sugars and solid fats as well as intake of sodium, refined grains and other less-healthful food.”
The announcement of the new guidelines coincides with the release of PMA’s latest research showing that the consumer cost of fresh produce is more affordable than some have suggested. PMA commissioned The Perishables Group to evaluate the cost of achieving the recommended daily intake of 4.5 cups of fruits and vegetables (9 servings a day) and uncovered what a healthy value fresh produce is—year-round. For example, it only costs consumers an average of $2.18 to get nine daily servings of fruits and vegetables at $0.28 for a half-cup serving of fruit and $0.21 for a half-cup serving of vegetables (1 cup of leafy greens). PMA members can view a copy of the 27-page research report Study of Purchase Price of Recommended Fruit and Vegetable Servings.
To stay current with PMA’s government relations and public affairs endeavors on issues like the Dietary Guidelines, visit the Field to Fork blog where anyone can join the conversation about important issues like this.