(April 4) Florida officials are urging residents to eat more fresh fruits and vegetables, promoting the Produce for Better Health Foundation’s Fruit & Veggies — More Matters campaign.

The Florida Department of Agriculture and Consumer Services unveiled its program March 28. Fresh From Florida and Farmer’s Express retail promotion programs will feature produce as part of the program.

The effort works with the state’s education and health departments and the U.S. Centers for Disease Control and Prevention. The Florida program is administered through the state’s health department’s Bureau of Chronic Disease Prevention and Health Promotion.

Carole Strange, department program administrator, said Florida strongly supports the effort, launched nationally on March 19.

“The More Matters message better reflects the (U.S. Department of Agriculture’s) new food guide pyramid which clearly shows there’s a much greater increase recommended for fruit and vegetable consumption,” she said.