In-Store Campaign Take a Peak into MyPyramid Takes Part in Official Launch of USDA MyPyramid Corporate Challenge

(Washington, D.C.) The Grocery Manufacturers Association (GMA), Food Marketing Institute (FMI) and MatchPoint Marketing in a joint venture today accepted the challenge of the U.S. Department of Agriculture (USDA) by announcing their commitment to be official USDA MyPyramid corporate

As the key component of this effort GMA, FMI and MatchPoint Marketing will reinforce promotion of their one-of-a-kind Take a Peak into MyPyramid program, an innovative initiative to support the USDA Dietary Guidelines and MyPyramid. Take a Peak into MyPyramid promotes the government’s nutrition education program in grocery store aisles, where consumers ultimately make their food choices.

“Through the collaboration of GMA, the Food Marketing Institute, and MatchPoint Marketing, ‘Take a Peak’ will give consumers a very useful ‘insider’ look to MyPyramid,” said Dr. Brian Wansink, Executive Director for USDA’s Center for Nutrition Policy and Promotion. “Their signs, booklets, and other tools will help shoppers to make the best choices. USDA is excited to be partnering with them to promote a healthier lifestyle for all Americans.”

USDA’s Partnering with My Pyramid: Corporate Challenge showcases the role industry can play as a partner to government in encouraging healthier eating and physical fitness among families. The Challenge works by asking for help from corporate America in empowering nutrition gatekeepers to provide information to help consumers make healthy food choices for themselves and their families.

“We are thrilled to take on the challenge and join USDA’s MyPyramid program as a corporate partner,” said Cal Dooley, president and CEO of GMA. “GMA and its member companies are committed to providing consumers with product solutions that help Americans build their individual MyPyramids. Take a Peak into MyPyramid, which combines the government’s nutrition expertise and our industry’s marketing prowess, is an important collaboration that benefits individual consumers, as well as our nation’s public health.”

“Supermarkets across America are promoting health and wellness through a wide variety of creative consumer education programs,” said FMI President and CEO Tim Hammonds. “We welcome the opportunity to integrate the MyPyramid program into nutrition education initiatives, which will augment the many outreach efforts already underway. Educating consumers where they purchase food is an effective way to ensure that they make the most healthful choices.”

“MatchPoint Marketing is honored to be the agency that coordinates this important initiative linking consumer packaged goods manufacturers, retailers and consumers,” states David Lied, president of MatchPoint Marketing. "Through the strong and concise communication platform of Take a Peak into MyPyramid, consumers can readily identify supporting brands sold at their favorite store, and subsequently make healthier dietary choices for their family.”

Millions of consumers across America have already been exposed to the Take a Peak into MyPyramid campaign. To date, Take a Peak into MyPyramid has helped consumers make small changes to their shopping habits – helping them incorporate more foods that meet the U.S. Dietary Guidelines into their diets – in more than 5,000 stores in all 50 states. Some retailers that have participated include Wal-Mart, Publix Super Markets, and SUPERVALU, just to name a few. One large regional chain will soon implement a bilingual (Spanish) version of the initiative.
Retailers and wholesalers can obtain more information on the Take a Peak into MyPyramid program by calling 877-5PYRAMID or by visiting


Food Marketing Institute (FMI) conducts programs in public affairs, food safety, research, education and industry relations on behalf of its 1,500 member companies — food retailers and wholesalers — in the United States and around the world. FMI’s U.S. members operate approximately 26,000 retail food stores and 14,000 pharmacies. Their combined annual sales volume of $680 billion represents three-quarters of all retail food store sales in the United States. FMI’s retail membership is composed of large multi-store chains, regional firms and independent supermarkets. Its international membership includes 200 companies from more than 50 countries. FMI’s associate members include the supplier partners of its retail and wholesale members. For more information, visit FMI’s Web site at

The Grocery Manufacturers Association (GMA) represents the world’s leading food, beverage and consumer products companies. The association promotes sound public policy, champions initiatives that increase productivity and growth and helps to protect the safety and security of the food supply through scientific excellence. The GMA board of directors is comprised of chief executive officers from the association’s member companies. The $2.1 trillion food, beverage and consumer packaged goods industry employs 14 million workers, and contributes over $1 trillion in added value to the nation’s economy. For more information, visit the GMA Web site at

MatchPoint Marketing is a full-service marketing agency that partners with consumer packaged goods (CPG) manufacturers and major retailers to create strategic promotions, advertising and in-store campaigns. Instrumental in generating consumer awareness, building brand equity and increasing sales, MatchPoint’s campaigns are known for combining strong creative concepts with detailed execution. For more information on MatchPoint visit or call 412-494-2468.