Fruits and vegetables are an integral part of a healthy diet. That's nothing new. But more can never hurt, and that is exactly what Tops Markets is trying to express to its consumers throughout the month of March.

Teaming up with the Produce for Better Health Foundation, shoppers will notice “Fruits & Veggies - More Matters” signs and promotions throughout the aisles of Tops on West Genesee Street.

The national campaign was the idea of the health and wellness team at the corporate offices of the chain, spokesperson Tracy Pawelski said. It corresponds with the new USDA Dietary Guidelines that suggests Americans should increase their consumption of fruits and vegetables.

The fruit and vegetable food group is the main source of antioxidants in a person's diet, which is key to prevention, registered dietitian Christine Gutelius said. It's also the best place to increase fiber, vitamins and potassium.

Up from the five servings found on the old food pyramid, Gutelius said now 2.5 to 3 cups of vegetables and 1.5 to 2 cups of fruits push intake a bit further.

“They started using cups because it's easier for consumers to understand,” Gutelius said. “A good visual I use with people is to cover half of your plate with vegetables every time you sit down to eat.“

She said most people don't realize that achieving the recommended servings per day doesn't have to mean always eating raw veggies and fruit. Incorporating them as often as possible into casseroles, stews or stir-fry is an easy way to increase nutrients in a diet.

“You can even grate them into meatloaf - anything with meat you can put vegetables in. Add fruit to

cereal and salads or cottage cheese and yogurt,“ Gutelius suggests.

Preparing recipes with fruits and vegetables is an easy way to add flavor to what otherwise might be

considered the blandest piece of the food pyramid.

“Even pasta,” she added. “People tend to eat a lot of pasta, and the (tomato) sauce is a serving they don't think about.”

Pawelski said such recipes can always be found in Tops' Healthy Ideas magazine, which can be found at the entrance of the supermarket. The publication, created in conjunction with the same health and wellness team that masterminded the “More Matters” campaign, is full of ideas and tips to increase fruits and vegetables into daily food preparation.

While Healthy Ideas is available to shoppers year round for free, “More Matters” will last just throughout the month of March. Signage will be on display throughout the store reminding consumers that there is an opportunity to increase fruits and vegetables in every aisle.

Gutelius said the more people read it and see promotions at everyday places, the more conscious

they'll become about increasing the amount of fruits and vegetables in their diet.

“In the winter months, it's important for people to know it's OK to eat frozen or even canned vegetables, if they want to wash them off first to get rid of the sodium,” she said.

Circulars and advertisements included in newspapers will also be promoting the campaign, Pawelski said.

Tops has previously run similar campaigns that have been successful. The main point is to make people aware that whether fresh, frozen, canned or dried there are hundreds of ways to increase the

daily serving size of fruits and vegetables.

This food group naturally is fat free with almost no sodium and no cholesterol, Gutelius reminded.

“Every time you eat a meal or snack, try to have a fruit or vegetable included, even if it's with a

fat-free dip to add some flavor,“ she said. ”And it's not only eating vegetables and fruits, but it should

be a variety - varied in color and nutrients, the more colorful, the more nutritious.“