In 2004 we launched the “I love 5 to 10 servings a day” campaign, aimed at raising consumer awareness of the importance of eating fruits and vegetables and adopting healthy lifestyle habits – with the additional goal of boosting sales of these products for the benefit of our members. The five hearts represent the minimum five servings recommended by the Canadian Food Guide. The five colours represent the palette of colours we should be seeing on our plates: white, red, purple, yellow-orange and green. Variety is all! The heart shape is also reflected in the slogan (in French) Coup de cœur pour la saveur ! As well as promoting health, the campaign talks about the pleasures of eating fruits and vegetables, and their appeal to the five senses.