CHICAGO — IGA here said it plans to introduce a Hometown Healthy Challenge next year — a new national promotion tied to the MyPyramid Corporate Challenge sponsored by the U.S. Department of Agriculture. The event is scheduled to run from Feb. 15 to March 14 as one of IGA’s four national promotions in place of the IGA Shopper Spree. IGA said the new program will encourage shoppers to recognize and experience MyPyramid's "Steps to a Healthier You" platform through a consumer education sweepstakes that offers fitness-oriented prizes. In conjunction with IGA's licensed distribution centers and manufacturer partners, the promotion will also include savings for a two-week time period on healthier food choices, IGA said. Separately, Grocery Manufacturers Association, Food Marketing Institute and MatchPoint Marketing yesterday said they have committed to be official USDA MyPyramid corporate partners. As the key component of this effort, GMA, FMI and MatchPoint Marketing will reinforce promotion of their Take a Peak into MyPyramid program nutritional education programs inside food retailers.
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