WASHINGTON, June 9, 2011 -- The Department of Agriculture's Center for Nutrition Policy and Promotion (CNPP), will highlight the national launch of the federal government's MyPlate icon, discuss long-term communications efforts, and emphasize the importance of MyPlate partnership opportunities at the Institute of Food Technologists' (IFT) Annual Meeting and Food Expo in New Orleans. The new MyPlate food icon, released June 2 by First Lady Michelle Obama and Agriculture Secretary Tom Vilsack, is a new generation icon with the intent to prompt consumers to think about building a healthy plate at meal times. For more information on how to build a healthy plate, consumers can visit www.ChooseMyPlate.gov

"We know that overcoming the health and nutrition issues we face as a nation will take the help of our partners at all levels," said Dr. Post. "The IFT will bring together critical partners and food industry leaders to discuss the MyPlate launch and engagement opportunities. By working together we can make this a successful campaign to help reverse our nation's alarming overweight and obesity trends."

Beginning June 13, Dr. Robert Post, Deputy Director of the Center for Nutrition Policy and Promotion (CNPP), will speak at the IFT symposium on Changing the Food Environment: What Are We Doing to Implement the 2010 Dietary Guidelines? Speakers will also include representatives from the Grocery Manufacturers Association, the International Food Information Council, and the Children's Food and Beverage Advertising Initiative.

Between September 2011 and December 2013, CNPP will lead a coordinated, multi-year, multi-modal, messaging approach among public and private sector partners to help USDA amplify the consumer themes and nutrition messages outlined in the Dietary Guidelines. Resources, such as "how-tos," supporting messages, and educational materials, will be provided to support each message at www.chooseMyPlate.gov. Communication themes include: Make Half Your Plate Fruit and Vegetables, Foods to Increase, Foods to Reduce, Balancing Calories, and Be Active Your Way.

The MyPlate food icon and its accompanying messages reflect the recommendations found in the 2010 Dietary Guidelines for Americans, released in January of this year. The Dietary Guidelines focus on balancing calories with physical activity and encourages Americans to consume more nutrient-dense foods like vegetables, fruits, whole grains, fat-free and low-fat dairy products, and seafood, and less sodium, saturated and trans fats, added sugars, and refined grains.

ChooseMyPlate.gov provides practical information to individuals, health professionals, nutrition educators, and the food industry to help consumers build healthier diets with resources and tools for dietary assessment, nutrition education, and other user-friendly nutrition information. As Americans are experiencing epidemic rates of overweight and obesity, the online resources and tools can empower people to make healthier food choices for themselves, their families, and their children. Later this year, USDA will unveil an exciting "go-to" online tool that consumers can use to personalize and manage their dietary and physical activity choices.

Over the next several years, USDA will work with First Lady Michelle Obama's Let'sMove! initiative and public and private partners to promote MyPlate and ChooseMyPlate.gov as well as the supporting nutrition messages and "how-to" resources.

As part of this new initiative, USDA wants to see how consumers are putting MyPlate in to action by encouraging consumers to take a photo of their plates and share them on Twitter with the hash-tag #MyPlate. USDA also wants to see where and when consumers think about healthy eating. Take the Plate [link to downloadable plate image] and snap a photograph with MyPlate to share with our USDA Flickr Photo Group [ http://www.flickr.com/people/usdagov/].

CNPP will also join partners at the IFT symposium to announce the Nutrition Communicators Network. This exciting new program of partnerships offers an opportunity for everyone to get involved, free of charge, whether as a Community Partner or a National Strategic Partner. As an example, Community Partnerships include educators, community programs, doctors, schools, and authors. Examples of National Strategic Partners include large national organizations such as healthcare corporations, media outlets, grocery retailers, health professional associations, restaurant chains, and food manufacturers.

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