Results of 2010 Business Plan
The 2010 Business Plan results are finalized and overall it was a terrific year, one that exceeded expectations.
Regarding Fruits & Veggies—More Matters® messaging and communications, the year ended strong. The
Fruits & Veggies—More Matters website, www.FruitsandVeggiesMoreMatters.org, continues to increase in popularity as demonstrated by strong growth in monthly average visits with an average of 70,000 unique monthly visitors throughout the year, up 14 percent since 1009. The number of opt-in participants for weekly and biweekly e-mails grew to more than 25,000 by year-end, up 24 percent since 2009. A total of 1900 websites currently link to the Fruits & Veggies—More Matters site, 50% more than 2009. The Web Marketing Association also recognized the website with an outstanding achievement award, selected from 2000 other sites.
Support from licensed retailers, growers, shippers, processors, and public health partners was also strong in 2010 as these groups spread the Fruits & Veggies—More Matters message though various mediums. The number of industry champions and role models has never been higher, with a total of 21 Role Models and 10 Champions for 2010.
Media impressions ended the year slightly exceeding goal. This is thanks to third-quarter efforts for September’s new America’s More Matters Pledge: Fruits & Veggies…Today and Every Day!, consumer columns, the release of PBH consumer data, and PBH research reports.
Significant progress was also made in the social media arena, with 2600 Facebook likes and 3000 Twitter followers by year’s end. Consumer impressions through education materials exceeded goal as well.
Supermarket consumer impressions (in ads) as measured by Leemis yielded fewer results than last year. Several retailers are promoting Fruits & Veggies—More Matters more in-store or on-line and less in circulars than in previous years.
Overall industry contributions for 2010 exceeded budget (102% of goal). Cash contributions met goal (99.5%), dinner/auction exceeded goal (108%), sponsorships were short of goal (80%), and in-kind contributions exceeded goal (171%). Catalog sales during 2010 surpassed budgeted goal by $335,000.
Also during 2010, PBH completed two research reports (the 2010 State of the Plate Report and the 2010 Gap Analysis -- The Fruit & Vegetable Consumption Challenge: How Federal Spending Falls Short of Addressing Public Health Needs) that were cited heavily in the National Action Plan 2010 Report Card. PBH developed and disseminated all three reports by mid-November, adding to media impressions as well as providing tools for advocates preparing for 2012 farm bill discussions.
PBH has a structured process for monitoring the effective implementation of the annual business plan. As part of this process, a quarterly update is prepared for donors outlining accomplishments to date related to various goals and strategies of the annual plan. For more information about the 2010 business plan and the progress made last year, visit the Board Communications area of www.pbhfoundation.org.