April 3, 2015
Annual Conference Recap
2015 State of the Plate Report
New Officers & Executive Committee Members Approved by Trustees
2016 Annual Conference Dates & Location
Healthy Fruit & Veggie Bites Contest
April Social Media Posts
Thank You! New and Returning Donors
The annual conference for Produce for Better Health Foundation, The Consumer Connection, was held March 16-18 in Scottsdale, Arizona. Over 200 fruit and vegetable marketers and executives, retail buyers and vice presidents, supermarket dietitians, commodity boards, supply companies, and foodservice representatives, and professors and students from universities attended the conference. The conference afforded attendees the opportunity to Build strategic alliances, Grow your brand, Learn from vibrant speakers, Partner with colleagues, and Connect with Peers.
The conference opened Monday, March 16 with a morning tour the fields and facilities of Duncan Family Farms and Legend Distributing, while members of PBH's Executive Committee and Board of Trustees held regularly scheduled meetings. The afternoon featured several tours of local supermarkets for most attendees, while members of PBH's Marketing/Communications, Research, and Donor committees met to plan out their activities for the next year. Business Exchange 1:1 Appointments were held throughout the conference affording conference sponsors the opportunity to meet with any conference attendee, including all invited retailers and supermarket dietitians.
The second day of PBH's annual conference, The Consumer Connection, was filled with informative presentations, an award recognition luncheon, and capped off by the infamous Walkabout Market Dinner, a culinary celebration of fresh, frozen, canned, dried fruit and vegetables, and 100% juice. Elizabeth Pivonka, Ph.D., R.D., President & CEO, Produce for Better Health Foundation began the day with her annual ‘State of the Foundation' presentation, but with a new twist for 2015. Pivonka showed a video which visually brought the accomplishments and goals achieved by the Foundation in 2014 to life. A short presentation followed the video.
A few of the grantees of the University Store Tour grant program, started in 2013, shared their successes and key metrics with the attendees and demonstrated ROI for supermarkets implementing this type of program in conjunction with their local university. A presentation by Ross Denice, Student Project Lead followed. The Fresno State University marketing proposal was selected and the team were asked to present their product and associated marketing plan to conference attendees during the general session. The proposal stems from PBH's newest grant program, Formula 5: A Fruit and Vegetable Marketing Competition. The team was also awarded $2,000. Joe Derochowski from The NPD Group rounded out the morning by sharing key insights and trends in consumption of fruit and vegetables over the past 5 to 10 years, including a look at future consumption projections. PBH works with The NPD Group to purchase eating trend data and updates its State of the Plate report every five years.
PBH was honored to recognize many of the 2014 Fruits & Veggies—More Matters® Role Models and Champions during an award luncheon. The Supermarket Dietitians of the Year, PBH Ambassadors, and Excellence Award recipients were also honored during the luncheon. The afternoon featured two educational sessions: Center Synergy: How to Drive Produce Sales using Center Store Foods and How Activism has Driven the Conversation about Food. Business Exchange 1:1 Appointments also continued throughout the day. The day concluded with PBH's infamous Walkabout Market Dinner which highlighted various dishes featuring fruit and vegetables from our sponsors.
The third, and final, day of PBH's annual conference kicked off with the keynote speaker presentation, The New Rules of Marketing & PR, by David Meerman Scott. The informative, entertaining and high-energy presentation outlined the best examples of success from a wide variety of large and small organizations – from business-to-business outfits to rock bands, nonprofits to entrepreneurial growth businesses. Scott energized the conference attendees to put their fear aside and be confident to apply new thinking: social media are the tools, but Real-Time is the crucial mindset. He demonstrated how to win the hearts and minds of an audience using blogs, YouTube, LinkedIn, Twitter, Facebook, Newsjacking, and other new tools, by creating content that folks are eager to share.
Sponsors and attendees finished up the last of their scheduled Business Exchange 1:1 Appointments, and the afternoon focused on three educational sessions. The first, Nutrigenomics: Understanding Nutrition from Table to Gene, was presented by Dr. Jack Vanden Heuvel, Professor of Molecular Toxicology, Penn State University & Patricia Groziak, MS, RD, Executive Director, Nutrition & Wellness, Golin. Since fruit and vegetables provide some of the most powerful disease-fighting compounds, the session provided an overview of nutrigenomics and discussed future marketing and education opportunities. Partnering with Nickelodeon™, presented by Rex Weiss, Sr. Director, CPG/HBA at Nickelodeon showed how companies can leverage the Nickelodeon brand and characters to positively influence customers. The final session was both educational and tasty! The New Flavors, New Ways exhibit-style taste session focused on specialty fruit and vegetables, the sharing of information and recipes, and tasting stations featuring products from Frieda's, Melissa's Produce, Sunkist, and Valley Produce. The conference concluded with a Botanical Beauties closing reception overlooking the mountains of Scottsdale.
“The PBH annual conference continues to grow each year, not only in terms of total attendees, but also through the topics of our educational sessions, the quality of our speakers, and through our retail attendees,” says Elizabeth Pivonka, President and CEO of PBH.
All presentations from the annual conference are located on the PBH Foundation website.
PBH is pleased to recognize the following companies as sponsors of the 2015 annual conference, The Consumer Connection:
Platinum – Campbell Soup Company, Paramount Citrus, Sunkist & Sun-Maid Growers of California
Every five years, Produce for Better Health Foundation (PBH) releases its updated State of the Plate report, a Study on America's Consumption of Fruit & Vegetables. PBH commissioned consumer research through The NPD Group to use its National Eating Trends database for the year ending May 2014 to examine current consumption of fruit and vegetables in the United States, including consumption levels by age, gender, life cycle, health segmentation, meal occasion, and form. The report provides the fruit and vegetable industry, health professionals, and consumer intermediary groups with:
Fruit and Vegetable Consumption Trends
Shifting Demographics of Fruit & Vegetable Consumers
Consumption Levels by Lifecycle & Eater Segment
NPD also grouped the population into 5 segments based on varying attitudes. The three consumer segments focused on health account for 60-70% of fruit and vegetable eatings, yet only represent half of the total population. All three of these segments, however, have shown the most decline in fruit and vegetable eatings over the last 5 years. This is especially disturbing given that people presumably focused either on leading a healthy lifestyle or a health condition appear to be thinking less about fruit or vegetable consumption when it comes to their overall health.
Projected Growth of Fruit & Vegetable Consumption
Recommendations to Increase Fruit & Vegetable Consumption
“The good news is that we are seeing progress and positive forward-looking trends in fruit and vegetable consumption among consumers under age 40, which includes PBH's target audience of parents with young children. The efforts of many are paying off,” said Elizabeth Pivonka, President and CEO of PBH. “The bad news is that consumer groups traditionally most interested in health and who eat the most fruit and vegetables, including those ages 50 and above, are trending downward in their consumption over time.”
The full 2015 State of the Report can be found on the PBHFoundation.org website in the Research section.
During the meeting of the PBH Board of Trustees, the members approved the following as PBH Board of Trustees 2015-2016 officers:
The board also approved the other members of the 2015-2016 Executive Committee:
PBH's Annual Conference, The Consumer Connection, will be held April 4-6 at The Omni Scottsdale Resort & Spa at Montelucia. Registration opens Monday, August 3, 2015.
In support and celebration of the “Bite into A Healthy Lifestyle” theme for National Nutrition Month® in March, PBH hosted a “Healthy Fruit & Veggie Bites” Instagram contest, March 9-22.
The contest highlighted PBH's featured fruit and vegetable for March, honeydew and asparagus. Twelve original healthy recipes featuring the fruit or vegetable were uploaded to our Instagram channel, March 9-15 and voting occurred March 16-22 with each recipe ‘like' counting as one vote. Fifty votes were received and Laura Floss's Honeydew and Yogurt Fruit Salad was the winning recipe. Laura will receive a Nutribullet® to help her make healthy and great tasting smoothies, sauces and soups.
Spring has sprung! Our social media posts will help you to focus on all of the fruits and veggies that remind of us this warm and sunny time of year!
PBH is pleased to recognize the following companies who have contributed their support of the Foundation from February 26, 2015 through March 25, 2015. Your generous contributions help support PBH's many activities to increase fruit and vegetable consumption. To find out how you can support PBH, and grow your business in the process, contact the PBH Development Department.
New Board of Trustee Companies:
Braga Fresh Family Farms
Returning Trustees ($10,000+ Annual Contribution):
Donors Who Increased Their Annual Contribution:
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