Walmart Canada has joined the new healthy eating campaign, Half Your Plate, in an effort to get people of all ages eating more fruits and vegetables. 

The initiative was created by the Canadian Produce Marketing Association (CPMA), which it says provides simple and practical ways to add a variety of produce to every meal and snack.

Half Your Plant was successfully launched on social media this summer, and is now making its way into retail stores across Canada.

"Rather than having people count servings or worry about serving size, our message is that at every meal, make half your plate fruit and vegetables. By the end of the day, you'll have your recommended number of servings," CPMA president Ron Lemaire said in release.

"That also translates when you're at the grocery store. Half your cart should be fruit and veggies, and having retailers promote the campaign re-emphasizes the importance of making healthier choices at the store."

He added the initiative was partly in response to confusion felt by consumers of working out what makes up a healthy meal, and many people were looking for ways to make healthy choices easy and affordable.

According to the release, studies show that the average person in Canada consumes 3.5-4.5 servings of fruits and vegetables every day, much lower than the 7-10 daily servings recommended by Canada's Food Guide.

Half Your Plate encourages people to take it one meal at a time, analyzing the make-up of their plate rather than specific servings that can be confusing to many.

The Half Your Plate campaign was developed in collaboration with health partners the Canadian Cancer Society, the Canadian Public Health Association, and the Heart and Stroke Foundation.

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