FMI, GMA put 'facts up front'

WASHINGTON — The Food Marketing Institute and the Grocery Manufacturers Association have teamed up for a consumer education campaign that expresses their support of the food and beverage industry's front-of-pack nutrition labeling system.

The groups renamed the Nutrition Keys system to Facts Up Front, which is designed to help consumers make informed purchasing decisions, while also providing valuable information about "nutrients to encourage" — nutrients essential for a balanced diet — as well as those currently underconsumed by most Americans, the organizations said.

As part of the campaign launch, FMI and GMA also have launched a website, FactsUpFront.org.

"The food and beverage industry is committed to providing consumers with the products, tools and information they need to achieve and maintain a healthy diet and active lifestyle," GMA president and CEO Pamela Bailey said. "Through our $50 million comprehensive, multifaceted consumer education campaign, we will bring the Facts Up Front program alive for consumers and help them understand and use this important new tool."

Added FMI president and CEO Leslie Sarasin, "The food retail industry is committed to feeding families and enriching lives by providing customers with the information they need to make healthy choices. The Facts Up Front icons move key nutritional information into full view, helping busy shoppers more easily make the most informed dietary decision they can for their families."

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