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Independent retailers play a major role in the national effort to build food stores in low-access areas.
“I was inspired by the possibility that what I do for a living could help people.”
— Jeff Brown, president and CEO, Brown’s Super Stores
Sidebar: PHA Gets a Birds Eye View
MOUNTAIN LAKES, N.J. — Pinnacle Foods’ Birds Eye brand is the newest member of the Partnership for a Healthier America.
Under the deal, Birds Eye will spend at least $2 million per year for three years — 2012, 2013 and 2014 — on marketing and advertising efforts to encourage children to consume vegetables. A partnership with Nickelodeon’s iCarly is included.
Additionally, the company will distribute 50 million coupons, and bring to market two kid-inspired vegetable products.
“I’m proud that Birds Eye and the Partnership for a Healthier America have come together to make the healthy choice the easy choice for families and I hope more companies step up to help our kids grow up healthy and strong,” First Lady Michelle Obama said in a statement. She serves as the PHA’s honorary chair.
Birds Eye said the campaign celebrates and engages “GenVeg” — a generation of children who want to eat and enjoy their vegetables.
“It’s important that leading food manufacturers take responsibility for America’s childhood obesity crisis,” Chris Treston, senior director of marketing for Birds Eye Vegetables, told SN.
He cited recent reports that 42% of Americans may end up obese by 2030, and just 6% of children and teens in America eat the recommended amounts of vegetables.
“It is Birds Eye’s hope to combat the staggering decline of vegetables on kids’ plates by empowering kids to change the vegetable dynamic and engaging kids and moms with frozen vegetables,” Treston said.