New Food Pyramid System Brings Mixed Response, Opportunities

When the USDA released its new food guidance pyramid system in April, produce industry groups were quick to comment. But the industry had no consensus when it came to a reaction. Some groups were pleased with the new system, while others voiced concerns.

The range of acceptance of the new pyramid stems from the replacement of an educational graphic with a graphic that merely drives users to a Web site.

Focusing on personalization, gradual improvement, physical activity, variety, proportionality and moderation, the new MyPyramid program also features interactive technology found on MyPyramid.gov, the new Web site with interactive activities to help consumers get a more personalized recommendation on their daily calorie level based on the 2005 “Dietary Guidelines for Americans.” The Web site also allows individuals to find general food guidance and suggestions for making smart choices from each food group.

In all, the Web site offers 12 pyramids that highlight different needs for different people depending on age, gender and activity level.

“United (Fresh Fruit and Vegetable Association) has worked closely with USDA throughout the creation of the new guidance system, and we’re pleased with the agency’s increased emphasis on adequate daily fruit and vegetable consumption as a step toward better health,” said United Vice President of Public Policy Robert Guenther. “Fruits and vegetables have always made up the foundation of a healthy diet, and we support USDA’s renewed efforts to emphasize this and communicate it in a way many people should understand. We’ve been long overdue for such a message from the government.”

In all, the new dietary guidelines and MyPyramid.gov stress the importance of including more fresh fruits and vegetables in the daily diet of Americans.

Produce for Better Health (PBH) was quick to applaud USDA for recognizing the importance of promoting the consumption of fruits and vegetables in its dietary guidelines, which were released in January.

“These guidelines do promote more fruits and vegetables than ever before,” said Elizabeth Pivonka, president of PBH and a registered dietician. “From the dietary guidelines, one of the take-home messages was to eat more fruits and vegetables, and I was hoping the pyramid would emphasize fruits and vegetables more than it did in the graphic.”

Pivonka said the Web site includes good information that is “very pro fruits and vegetables.” But she said the graphic does not relay that message to consumers.

“MyPyramid misses the mark for most Americans, replacing an American icon with an oversimplified, uncommunicative visual that leaves out real guidance for a nation hungry for direction,” Pivonka said in a PBH press release. “Most importantly, it fails to stress the importance of increasing fruit and vegetable intake for better health and to control weight. In the process, it fails Americans’ public health.”

Melissa Iglesias, nutritionist for Fresh Direct and a registered dietician, said her company is using the new MyPyramid.gov and the dietary guidelines to pump up fresh-cut vegetable sales at its e-commerce grocery site, www.freshdirect.com.

“It’s really about convenience, and these people want to eat healthy and have that (convenience),” Iglesias said.

In its guidelines, USDA is especially promoting increased consumption of green and orange vegetables, and Fresh Direct has incorporated that recommendation on its Web site, as the Fresh Direct logo is green and orange.

“We have a green and orange banner (ad) that takes visitors to a green and orange picks list,” Iglesias said.

This picks list includes fresh-cut salads and baby carrots, as well as other green and orange produce.

In the coming months, Fresh Direct is going to add a category on its Web site called “Nutrient Dense,” which includes all products that will meet USDA recommendations.

Fresh-cut Opportunity

“USDA is really relying on retailers and manufacturers to reach out to the consumers,” Iglesias said. “I think the retailers and the manufacturers realize there is an opportunity to promote more nutritious products, and there’s definitely an awareness in the industry to help customers make better choices.”

Recognizing this, there is an opportunity for members of the fresh-cut industry to step in and help educate American consumers.

“Since there is packaging, it’s a terrific opportunity to provide more serving suggestions for their product,” Pivonka said. “By virtue of having that package, they (fresh-cut industry) can use it to promote 5 A Day The Color Way and use (the package) to promote these concepts of making fruits and vegetables the primary choice for snacks.”

Color Way is PBH’s campaign to motivate consumers to eat a colorful variety of fruits and vegetables each day – preferably from the five different color categories: blue/purple, green, yellow/orange, white and red.

Pivonka said fresh-cut producers could include the MyPyramid.gov Web site in their packaging to encourage people to get more tailored information. In addition, they could include other health-related items – as well as the Color Way logo and PBH Web site – encouraging people to eat more fruits and vegetables. But, in doing this, Pivonka said, be sure not to cover up the produce.

“There’s a fine line between including serving suggestions and hiding the product,” she said. “Consumers want to be able to see the product and make sure it’s still fresh. If there’s writing all over it, it makes it hard to see.”

While the graphic may be confusing to some consumers and does not offer an educational picture, using the URL (MyPyramid.gov) on packaging will encourage consumers to check out the Web site, where they can get more information about consuming fruits and vegetables.

“I think a lot of people do like the more tailored information found on the Web site. In fact, I’m very pleased with the site itself,” Pivonka said. “But I know the USDA doesn’t have a lot (of money) to promote it. They’re going to have to rely heavily on the industry to drive traffic to the Web site where the most useful information is found.”

For more information about PBH, visit www.5aday.org. The Color Way logo is available for use on packaging. Those interested should e-mail Rebecca Elzey at [email protected].