PMA supports the call for increased fruit, vegetable consumption

Responding to the “Scientific Report of the 2015 Dietary Guidelines Advisory Committee,” Produce Marketing Association (PMA) submitted written comments to the U.S. Department of Health and Human Services and the U.S. Department of Agriculture supporting the Dietary Guidelines Advisory Committee’s (DGAC) call for a multi-component, collaborative approach to increasing fruit and vegetable consumption. Among its 10 specific recommendations, PMA also backed the advisory report’s conclusion for the need to lower Americans’ risk of cancer, heart disease and other illness by encouraging consumers to eat whole foods like fresh fruits and vegetables, rather than vitamin or mineral supplements. Read the full comments on PMA’s website.

“In combination with PMA and member activities, DGAC’s recommendations create a favorable climate for significant growth in fresh produce consumption and sales,” said Kathy Means, PMA vice president of industry relations.

PMA applauds the committee’s conclusion that new dietary recommendations must meet consumers where they are in terms of cultural and personal food preferences and must also emphasize the role the food environment and public policies play in the ability of Americans to follow dietary guidance, according to a release from the organization. PMA agrees with DGAC that additional measures from a wide range of stakeholders are needed to drive consumption of fresh fruits and vegetables.

“Our comments acknowledge industry’s responsibility in a multi-component, collaborative approach to make healthy lifestyles and disease prevention top priorities,” said Kevin Fiori, PMA board of directors chair and vice president of sales and marketing for Sunkist Growers. “We also point out the produce industry’s already taking a leadership role by marketing fruits and vegetables differently, as demonstrated through PMA’s support of the eat brighter! movement and the FNV program.”