QUINCY, Mass., March 16 /PRNewswire/ -- Ahold USA will be honored by the Produce for Better Health Foundation (PBH) for its ongoing, innovative consumer health initiatives created to encourage Americans to eat more fruits and vegetables.

Andrea Astrachan, Consumer Advisor for Stop & Shop Supermarkets, will accept the National Excellence Award at the Foundation's Board of Directors Meeting on March 17, 2007 in San Francisco, CA. This meeting coincides with the National launch of "Fruits & Veggies-More Matters", which replaces PBH's familiar "5 A Day" campaign that encourages healthy diets.

Astrachan expressed her appreciation for the award, and emphasized Ahold USA's commitment to help its customers make healthy dietary choices.

"People want to eat better, but they are sometimes conflicted by different messages about what foods they should eat for optimal health," said Ms. Astrachan. "But eating more fruits and vegetables is advice that everyone can agree on."

Ahold USA is being recognized for its commitment to encouraging children to eat more fruits and vegetables through the "Kids Corner" initiative and an educational store tour program. In Kids Corner, preschool aged children receive a new activity sheet featuring popular Nickelodeon characters that encourage them to try a new fruit or vegetable. The activity sheet also offers a kid-friendly recipe and offers ways to help parents include more fruits and veggies in their children's meals and snacks.

As part of Ahold USA's commitment to the community, the grocer runs a school tour program based on the messages of the USDA MyPyramid for Kids and provides "hands-on" lessons in healthy eating. Astrachan pointed out that Ahold's commitment to promoting healthy choices can be seen daily on store shelves.

"At Ahold USA supermarkets, we have worked diligently to improve the quality and freshness of our fruits and vegetables, lowered prices on hundreds of produce items, and expanded our Nature's Promise line of affordable organics so customers can buy even more great tasting produce," she said.

Moving forward, the Ahold supermarket chains will be among the first supermarket chains in the country to launch "Fruits & Veggies -- More Matters(TM)", the new, national health initiative geared toward fruits and vegetables. The campaign, created by the PBH, is aimed at increasing everyone's consumption of fruits and vegetables. The message is simple -- regardless of how many fruits and vegetables you normally consume, you can still benefit from adding more.

The new initiative will replace the 15-year old "5 A Day for Better Health" program, which encouraged consumers to eat at least five servings of produce a day. To support the program, Giant has posted signs featuring the new Fruits & Veggies -- More Matters(TM) logo throughout the store. A free booklet featuring easy tips, snack ideas and shopping list suggestions are now available in the front of all its stores.

The Produce for Better Health Foundation praised Ahold USA for its continued efforts to promote a healthy lifestyle:

"Ahold USA is a recognized leader in responding to the health and nutrition needs of consumers," said Dr. Elizabeth Pivonka, PBH President. "Their commitment to increasing awareness of the health benefits of fruits and vegetables, and helping consumers turn that awareness into action sets a high standard within the supermarket industry which plays a critical role in supporting the Fruits & Veggies-More Matters message."

About Ahold USA

The Ahold USA group currently operates four prominent supermarket companies along the eastern seaboard including The Stop & Shop Supermarket Company, headquartered in Boston, MA; Giant Food LLC, based in Landover, MD; Tops Markets LLC, with headquarters in Buffalo, NY and Giant Food Stores LLC, based in Carlisle, PA. Jointly they operate over 800 stores.

About Produce for Better Health Foundation

Produce for Better Health Foundation is a 15-year old nonprofit organization whose mission is to motivate people to eat more fruits and vegetables for a healthier America. The foundation is co-chair and member of the National Fruit & Vegetable Program, consisting of government agencies, nonprofit organizations, and industry working in collaboration to expand nationwide efforts to increase consumption of fruits and vegetables for improved public health.