The Quebec Produce Marketing Association was honored with a DUX Award for its “Eating better, one serving at a time” communications campaign at a Jan. 21 ceremony in Montreal.

The educational initiative launched as part of the “I Love 5 to 10 Servings a Day” program took home top honors in the “Communications-Corporate Association” category. DUX recognizes organizations that help improve the overall health of the general public through good eating habits.Noémie Léveillé (seated left), QPMA communications and marketing coordinator, and Sophie Perreault (seated right), CEO of QPMA, are joined by Francis Bérubé of Sobeys Québec, Sammy Cacciatore of Sun Grape Marketing and Pierre Jr. Landry of Sobeys Québec at a Jan. 21 ceremony in Montreal where the QPMA was honored with a DUX Award.

Launched by the QPMA in 2013, the educational “Eating better, one serving at a time” communications campaign encourages Quebec consumers to add one extra serving of produce to their diet every day.

“Thanks to the close contact we have with consumers, we know they’re increasingly aware they should be eating five to 10 servings of fruits and vegetables every day, but the real challenge for them is making it happen,” Noémie Léveillé, communications and marketing coordinator at the QPMA, said in a press release. “That’s why the campaign uses a positive and encouraging approach to show Quebecers that increasing their daily produce intake is not only easy, it’s fun, too, because it brings fresh flavors and bright colors to mealtime every time.”

To support consumers in their efforts, the people behind the “I Love” campaign have developed and shared a host of simple real-life ways to add an extra serving of produce to their diet each day. These tips and tricks can be found on the ilove5to10.ca website along with a wealth of information on fruits and vegetables, their benefits, measuring a “serving,” customized guides and educational tools, as well as the latest and greatest recipes by produce industry professionals. The QPMA initiative is also very active on its facebook.com/jaime5a10 page, posting inspiring culinary creations and advice.

Last but not least, the campaign also works on the ground (consumer shows and event sponsorships), teaming up with partners on a number of projects to encourage Quebec consumers to eat better.

“We were the first to create a general program promoting fruits and vegetables in Quebec by rallying the entire industry, and that makes us trailblazers,” Sophie Perrault, chief executive officer of QPMA, said in the press release. “It’s been an incredible team effort and we sincerely thank all of our valued members and partners for their confidence and support, which are directly responsible for the success of the “I Love 5 to 10 Servings a Day” program and our winning communications campaign.”