Pear Bureau Northwest to receive 2008 Fresh Health Award
Pear Bureau Northwest to receive 2008 Fresh Health Award
The Pear Bureau Northwest, headquartered in Milwaukie, OR, has been selected as this year's recipient of the Fresh Health Award. For 10 years, the Canadian Produce Marketing Association and The Produce News have recognized the achievements of one company to promote consumption of fresh fruits and vegetables in Canada.
"The award acknowledges the organization's support of the 5 to 10 A Day program and focuses on some of the programs the organization has developed to support the 5 to 10 A Day message," said Ron Lemaire, CPMA executive vice president and director of marketing.
This year's presentation will be made at the May 15 luncheon at the 83rd CPMA Convention & Trade Show in Calgary, AB. The award will be presented by Mr. Lemaire and Joel Gebet, Canadian editor and sales manager of The Produce News.
The bureau's director of marketing, Dennis James, and Region 1 Manager Bob Koehler will accept the award on behalf of the bureau.
"It was a pleasant surprise," Mr. James told The Produce News. "There are so many people out there doing great things. Our team does a heck of a job in Canada."
Mr. James has been a member of CPMA since 1985 and has served on the organization's board of directors since 1999. Although the bureau is located in the United States, Mr. James said, "We will always focus everything we do [in Canada] so it wholly benefits Canada."
The bureau has implemented a number of educational programs on a year- round basis geared toward Canadian school children that convey a positive message about the value of fresh pear consumption. Because schools generally do not have cafeterias for younger school children, Mr. James said that the bureau works directly with teachers to make the message come alive in the classroom.
"Perry," the bureau's mascot, frequents Canadian schools, giving direct impact to the message about healthful eating.
In 2005, CPMA launched the 3-D comic strip format of "Freggie Tales," which has increased Canadian fresh fruit and vegetable sales and distribution. Its newsletter details the adventures of the Freggie mascot, who promotes the 5 to 10 A Day campaign in schools.
"We support 'Freggie Tales,'" Mr. James said.
Children, he added, will learn if the educational environment is enjoyable and stimulating. Because they are so receptive, Mr. James said that children don't hesitate to share the information they have learned with their parents.
This process keys into CPMA's mission to educate the general public about the benefits of eating fresh fruits and vegetables using a range of social marketing tactics and programs.
According to CPMA, the program has successfully reached women 25 to 45, who are the primary household shoppers. The 5 to 10 A Day for Better Health program has a brand awareness of approximately 47 percent throughout Canada.
"The award acknowledges the organization's support of the 5 to 10 A Day program and focuses on some of the programs the organization has developed to support the 5 to 10 A Day message," said Ron Lemaire, CPMA executive vice president and director of marketing.
This year's presentation will be made at the May 15 luncheon at the 83rd CPMA Convention & Trade Show in Calgary, AB. The award will be presented by Mr. Lemaire and Joel Gebet, Canadian editor and sales manager of The Produce News.
The bureau's director of marketing, Dennis James, and Region 1 Manager Bob Koehler will accept the award on behalf of the bureau.
"It was a pleasant surprise," Mr. James told The Produce News. "There are so many people out there doing great things. Our team does a heck of a job in Canada."
Mr. James has been a member of CPMA since 1985 and has served on the organization's board of directors since 1999. Although the bureau is located in the United States, Mr. James said, "We will always focus everything we do [in Canada] so it wholly benefits Canada."
The bureau has implemented a number of educational programs on a year- round basis geared toward Canadian school children that convey a positive message about the value of fresh pear consumption. Because schools generally do not have cafeterias for younger school children, Mr. James said that the bureau works directly with teachers to make the message come alive in the classroom.
"Perry," the bureau's mascot, frequents Canadian schools, giving direct impact to the message about healthful eating.
In 2005, CPMA launched the 3-D comic strip format of "Freggie Tales," which has increased Canadian fresh fruit and vegetable sales and distribution. Its newsletter details the adventures of the Freggie mascot, who promotes the 5 to 10 A Day campaign in schools.
"We support 'Freggie Tales,'" Mr. James said.
Children, he added, will learn if the educational environment is enjoyable and stimulating. Because they are so receptive, Mr. James said that children don't hesitate to share the information they have learned with their parents.
This process keys into CPMA's mission to educate the general public about the benefits of eating fresh fruits and vegetables using a range of social marketing tactics and programs.
According to CPMA, the program has successfully reached women 25 to 45, who are the primary household shoppers. The 5 to 10 A Day for Better Health program has a brand awareness of approximately 47 percent throughout Canada.
