"The Vitality HealthyFood program is a creative and positive example of industry leaders working together to promote healthy eating. By offering savings on the cost of healthier foods, the program may encourage shoppers to forgo unhealthy options in favor of more fruits and vegetables, fiber-rich whole grains, and other foods associated with reduced risk for obesity and other serious chronic diseases. The program should be rigorously evaluated to measure how it affects consumer choices and health outcomes, and evaluation results should inform obesity-prevention and health-promotion initiatives around the nation."
Risa Lavizzo-Mourey, MD
President and Chief Executive Officer