Montreal, June 7, 2022 – The Québec Produce Marketing Association (QPMA) is proud to announce its new partnership with the Marathon Beneva de Montréal, which will take place on September 24 and 25. For the occasion, the QPMA will present the 1 km event – Le Marathon des petits pas of the I Love Fruits and Vegetables Movement – and distribute close to 20,000 Quebec apples at the finish line of all runs on Olympic Parc’s iconic Esplanade.
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QPMA becomes a Marathon Beneva de Montréal partner
Montreal, June 7, 2022 – The Québec Produce Marketing Association (QPMA) is proud to announce its new partnership with the Marathon Beneva de Montréal, which will take place on September 24 and 25. For the occasion, the QPMA will present the 1 km event – Le Marathon des petits pas of the I Love Fruits and Vegetables Movement – and distribute close to 20,000 Quebec apples at the finish line of all runs on Olympic Parc’s iconic Esplanade.
The I Love Fruits and Vegetables Movement’s mission is to make Quebecers aware of the importance of adopting a healthy lifestyle that includes eating fruits and vegetables more often. By presenting the 1 km for young children, the QPMA wants to remind people of the importance of educating young people about eating fruits and vegetables. Indeed, success in achieving better health is measured in small steps, one portion (or serving) of fruits and vegetables at a time.
“Above all, eating fruits and vegetables is a PLEASURE. We still have a lot of work ahead of us to promote overall health, which necessarily involves adopting a better diet that includes fruits and vegetables. Currently, only a third of the population eats the recommended portions of fruits and vegetables. In Quebec, only 35% of the population consumes a minimum of five portions of fruits and vegetables every day. In collaboration with the Producteurs de pommes du Québec, we’re offering all marathon runners a healthy snack and shining a spotlight on a locally grown seasonal fruit available year-round,” says Mario Lalancette, Dt. P., Nutritionist and Director of Strategy and Communications at the QPMA.
Distribution of close to 20,000 Quebec apples
In collaboration with Pommes Qualité Québec, the QPMA will distribute close to 20,000 Quebec apples to runners at the finish line. In the middle of the harvest season, this initiative is a reminder of the importance of eating locally grown, in-season fruits and vegetables. Choosing apples is also a very economical option for families, given the sharp rise in the cost of the standard household’s grocery basket; it’s also a great way to support Quebec producers (growers) and distributors.
“Pommes Qualité Québec is delighted to be associated with the I Love Fruits and Vegetables Movement and help marathon runners recharge their batteries with a crunchy, tasty Quebec apple,” says Éric Rochon, President of the Producteurs de pommes du Québec.
The QPMA won the Prix Initiative en accessibilité (Accessibility Initiative Award) and the Prix Initiative en communications (Communications Initiative Award) for its Les fruits et légumes qu’on aime (Fruits and Vegetables We Love) campaign at the Grands Prix DUX 2022. Thanks to the transparency of its content, this campaign helps people learn how to eat better.
About the I Love Fruits and Vegetables Movement
The I Love Fruits and Vegetables Movement is a Quebec 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 www.jaimefruitsetlegumes.ca.
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 consumption of fruits and vegetables in Quebec as well as the activities of its members. Visit the QPMA’s website at www.aqdfl.ca.
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Source: Quebec Produce Marketing Association (QPMA)
Information: Martine Robert
514-212-7812
