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AFFI launches new national campaign

The American Frozen Food Institute is hoping to change the way consumers think about frozen foods when they head to the shelves by launching the “Frozen. How fresh stays fresh” campaign.

The three-year $30 million per year effort focuses on educating consumers and promoting frozen products. The campaign aims to create a dialogue with consumers by reminding them the freezing process can lock in a fresh product’s flavor and nutrients.

“Keeping food fresh is what freezing is all about,” said Kraig Naasz, president and CEO of AFFI. “Freezing is simply nature’s pause button that keeps fresh foods at their peak of freshness.”

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