In-Store Campaign Utilizes Industry Marketing Expertise to Help Consumers Incorporate U.S. Dietary Guidelines and MyPyramid Advice into their Daily Diets

WASHINGTON, D.C.—January 11, 2006—The Grocery Manufacturers Association/Food Products Association (GMA/FPA), the Food Marketing Institute (FMI) and MatchPoint Marketing today unveiled Take a Peak, an innovative initiative by the food and beverage industry to promote the U.S. Department of Agriculture’s MyPyramid, the government’s food guidance system, in grocery store aisles, where consumers ultimately make their food choices.

Through clear and simple in-store messaging, Take a Peak will provide easy-to-follow advice that shows consumers how small, progressive changes in their purchasing habits and diets can improve their health.

"I am very pleased to see the food industry taking up the challenge to help consumers make healthier choices," said Mike Johanns, Secretary of U.S. Department of Agriculture. "We've had a tremendous response to MyPyramid and I’m confident that as awareness increases, so will the health of Americans."

"GMA/FPA and its member companies are committed to providing consumers with the tools they need to make healthful and informed food choices," said Cal Dooley, president and CEO of GMA/FPA. "This one-of-a-kind program, which combines the government’s nutrition expertise and our industry’s marketing prowess, is an important collaboration that will benefit individual consumers, as well as our nation’s public health."

"All our research shows that consumers are eager for healthy food choices and dietary information that will help them control the ingredients in their meals and support healthy eating at home," said Tim Hammonds, president and CEO of FMI. "Take a Peak is an excellent example of a valuable collaboration that can reach millions of consumers and change behavior."

Take a Peak, initially launched in 17 states and 2,000 retail locations, will reach millions of consumers through point-of-purchase messages and materials, including aisle banners, informational kiosks, floor graphics, educational coupon booklets and other displays in grocery stores nationwide. The number of retail locations is expected to grow throughout 2007.

Take a Peak provides consumers with ways to steadily transition to healthier diets in a way that fits their lifestyles. The products featured in Take a Peak provide consumers with realistic and practical solutions to their food and beverage needs consistent with meeting the aims of MyPyramid. The featured foods will show how small changes in product choices can help consumers enjoy the foods that provide the most nourishment for themselves and their families. Only food and beverage products that meet specific nutritional criteria and provide a meaningful contribution toward helping consumers meet the goals of MyPyramid are eligible for the Take a Peak program.

Research presented at today’s event shows that an individual can improve his or her USDA Healthy Eating Index (HEI) score fifty points, on average, by following the MyPyramid program for four weeks. Even modest improvements in the HEI can have an important impact on public health.

Retailers and wholesalers can obtain more information on the Take a Peak program, by calling 877-5PYRAMID or by visiting


Scott Openshaw, GMA/FPA

Claudia Peters, FMI



The Grocery Manufacturers Association (GMA) represents the world’s leading branded food, beverage and consumer products companies. Since 1908, GMA has been an advocate for its members on public policy issues and has championed initiatives to increase industry-wide productivity and growth. GMA member companies employ more than 2.5 million workers in all 50 states and account for more than $680 billion in global annual sales. The association is led by a board of member company chief executives. For more information, visit the GMA Web site at