JUNE 10 2022


For immediate release

The QPMA welcomes the 2022-2025 inter-ministerial action plan on health prevention

Montreal, June 9, 2022 – The Québec Produce Marketing Association (QPMA), a leader in the Quebec food industry, and its I Love Fruits and Vegetables Movement welcome the new efforts and actions government will roll out over the next three years, particularly concerning healthy eating habits, in its government policy on health prevention.

According to a study conducted by the QPMA, if half of Quebecers consumed at least five servings of fruits and vegetables a day, the Quebec health system would save $720 million by 2035. Achieving this minimum consumption of five servings of fruits and vegetables per day for more than half of the population is an ambitious goal but one that is necessary to optimize the well-being of Quebecers.

“Among other healthy lifestyle habits, a good diet is essential. Increasing the percentage of the Quebec population consuming five fruits and vegetables a day from 35% to 50% is quite a challenge, and we must give ourselves the means to achieve this goal. These means include, among other things, public education, awareness programs, and promotion. The QPMA offers its support to the Quebec government to achieve its objectives by 2025,” says Mario Lalancette, Dt.P., Nutritionist and Director of Strategy and Communications at the QPMA.

In Quebec, only 35% of the population consumes a minimum of five servings of fruits and vegetables every day, and there is still a significant gap between low-income households and more affluent ones. Through its I Love Fruits and Vegetables Movement, the QPMA engages in and is committed to pursuing its mission to make Quebecers aware of the importance of adopting a healthy lifestyle by eating fruits and vegetables more often.

The Fruit and Vegetables We Love campaign

In 2019, the QPMA was mandated by the Ministry of Health and Social Services, in partnership with academia and a network of food safety organizations, to conduct an in-depth analysis of several studies as well as field research and focus groups with community stakeholders and families to launch a positive and unique awareness campaign. The Fruits and Vegetables We Love (Les fruits et légumes qu’on aime) campaign was developed in accordance with social marketing criteria with the goal of fostering a real change in behaviour among Quebecers.

Thanks to the transparency of its content, this campaign helps people learn how to eat better by choosing and preparing fruits and vegetables and avoiding wasting them to get more value for money. The campaign was awarded the Prix Initiative en accessibilité (Accessibility Initiative Award) and the Prix Initiative en communications (Communications Initiative Award) at the Grands Prix DUX 2022.

About the I Love Fruits and Vegetables Movement

The I Love Fruits and Vegetables MovementisaQuebec Produce Marketing Association (QPMA) initiative whose mission is to promote the consumption of fruits and vegetables and reach out to consumers. The Movement aims to make Quebecers aware of the importance of adopting a healthy lifestyle that includes eating fruits and vegetables more often. Above all, eating fruits and vegetables should be a pleasure #JMFL! Visit

About the QPMA

Founded in 1947, the Quebec Produce Marketing Association (QPMA) is the most important business network at the heart of Quebec’s produce industry. As a non-profit organization, it brings together members who are active in the fruits and vegetable industry and works in synergy with the industry’s various partners. The QPMA’s mission is to promote the consumption of fruits and vegetables in Quebec as well as the activities of its members. Visit the QPMA’s website at

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Source:                Quebec Produce Marketing Association (QPMA)

Information:      Martine Robert