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Fresh Look Initiative

AFFI tells the story of the frozen food category to consumers, the media, government, the retail and foodservice trades, opinion leaders and other vital audiences.

During its 2006 Western Frozen Food Convention – "The Global Meeting Place," AFFI launched the Fresh Look Initiative, the umbrella opinion research and communications campaign for all of the Institute’s category promotion work. Through the Fresh Look Initiative, AFFI communicates stories related to specific attributes of frozen foods, such as the nutritional value of frozen fruits and vegetables, freezing as a food safety technology and the convenience of frozen foods in storage and use.

In September 2006, AFFI announced that it had joined together with the National Frozen & Refrigerated Foods Association (NFRA) to develop and release a frozen food logo and tagline with the common objective to grow and advance the frozen food category.

AFFI utilizes the new logo and tagline to compliment existing category promotion efforts through the Fresh Look Initiative. The message “Frozen Foods – Fresh Ideas. Great Taste.” is consistent with the Fresh Look Initiative and invites consumers, policymakers retailers and foodservice providers, opinion leaders and the media to take a fresh look at the benefits of frozen foods.
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