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August 7, 2015
Articles


Celebrate Fruits & Veggies—More Matters® Month in September
2016 Annual Conference – Registration Now Open!
Mid-Year Update to the 2015 Business Plan
Remember to Include Fruits & Veggies—More Matters in your Marketing Plans
August Social Media Posts
Thank You! New and Returning Donors

 

 


Celebrate Fruits & Veggies—More Matters® Month in September

 

This September, PBH is celebrating Fruits & Veggies—More Matters month with a ‘Grab N' Go' theme focused on quick and easy ways to include more fruits and veggies in daily meals and snacks. A graphic, one for electronic posting and one for print, and sample social media posts and tips are now available on the PBHFoundation.org site.

 

 

You can also celebrate Fruits & Veggies—More Matters month by:

  • Linking to FruitsAndVeggiesMoreMatters.org from your website and join the 3,000+ sites that already benefit from our fruit and vegetable consumer information portal.
  • Informing others that September is Fruits & Veggies—More Matters month and encouraging them to eat just one more fruit or vegetable.
  • Encouraging others to try a new fruit and vegetable.  Selection, storage, and preparation tips for more than 100 fruits and vegetables can be found on PBH's consumer website.
  • Championing a fruit and vegetable challenge in your workplace to see who can eat the most during September.
  • Visiting the PBH Foundation website to sign-up to receive updates.

 

 

Make plans now to join in the celebration as your support counts towards your organization potentially being recognized as a Champion or Role Model for 2015!

 


2016 Annual Conference – Registration Now Open!

 

Mark your calendars for PBH's 2016 Annual Conference: The Consumer Connection scheduled for April 4-6 at the Omni Scottsdale Resort & Spa at Montelucia.  This 5-star hotel, nestled at the base of Camelback Mountain, is an intimate oasis inspired by the exotic locale of Spain's Andalusia region.  Reminiscent of a picturesque Andalusian village, the resort features arching entryways, tranquil fountains and floral walkways.  

 

 

PBH's daily room rate during the conference, $250, is almost 50% off the regular room rate of $459 plus no resort fees and complimentary Wi-Fi in every guestroom!  If you haven't yet attended a PBH Annual Conference, 2016 is the PERFECT time to do so!  Registration is now open!

 


Mid-Year Update to the 2015 Business Plan

 

Overall, PBH is on-track to meet or exceed the 2015 business plan goals and metrics. The areas of the business plan with the strongest results to date are related to our consumer site, FruitsAndVeggiesMoreMatters.org, our social media platforms, total media impressions, new donors, and monetary support, notably with in-kind donations and sponsorships. The key highlights for the first half of 2015 include:

 

Web:  The first half of 2015 resulted in the highest monthly average visits ever (397,000/month) to our consumer site, FruitsAndVeggiesMoreMatters.org, and is also 47% higher than the first half of 2014.  The site was also reformatted to be responsive to different screen sizes on various mobile devices such as cell phones and tablets.  Additional enhancements to the site for mobile users are planned for the future.

 

A new chef page, The Everyday Chef: Fruit & Veggie Culinary Creations, was also added in the first half of this year.  The page features two chefs, who are also Registered Dietitians, Alex Caspero, RD and Andrew Dole, RDN.  Short blogs, recipes and tips from Alex and Andrew are featured monthly.  The new page was added based on feedback from site visitors and our annual consumer survey.

 

Lastly, the total number of folks choosing to receive various e-communications from PBH continues to grow.  Through the end of the second quarter, 5,570 new individuals signed up (75% higher compared to Q2, 2014), bringing the total number of opt-in participants to 87,000.   

 

Media:  We've had a very strong year to date earning 34 billion print, electronic and social media impressions through our PR and communications efforts.  This result is nearly 2-fold higher than Q2 2014 and 5-fold higher than Q2 2013.  This significant growth is based, in part, on a few notable factors:

 

  1. As social media continues to grow, so do our impressions simply because of the viral nature of social media.  Our posts are not just seen by individuals who follow our social media channels, but (if reposted) also by their friends, etc.
  2. The number of print newspapers has declined significantly, particularly over the last few years.  The content in the print newspaper is now easily available on-line and seen by more people compared to the print newspaper. 
  3. Local, regional, and even national news outlets are focusing larger sections of their websites to recipes and overall healthy lifestyles.  Countless news outlets, each month, feature recipes from our FruitsAndVeggiesMoreMatters.org site, which has also contributed to the increase in monthly average visitors.
  4. Our keywords and resources are mentioned more often on-line compared to a few years ago when our when our content was only in print communications and print outlets. Examples of some of our keywords include:
    • Recipes
    • PBH and our mission: MyPlate has consistently been in the news for the last several months and most times PBH is also referenced, largely due to the fact that we were one of the first National Strategic Partners with USDA when MyPlate was first announced.
    • When publically traded organizations, who are also PBH donors, are mentioned in the news, PBH is typically mentioned as well.  These larger organizations typically generate high media impressions.
    • FruitsAndVeggiesMoreMatters.org:  As the traffic to the site continues to increase, so have the media mentions, and related impressions, for the site.  Additionally, the site and its content, particularly the recipes and fruit/vegetable database, are often featured on Wikipedia, Yahoo!, About.com, and WedMD to name a few.  These are very large sites in terms of traffic/visitors to the site so it only takes a few mentions for us to generate significant impressions.

Our social media channels and monthly twitter parties continued to grow as well throughout the first half of 2015.  The stats for our social media channels through the end of the second quarter are:

Our monthly Twitter parties have grown quite a bit over the last couple of years as well, including the first half of 2015.  On average our parties generate:

 

  • 1,030+ retweets
  • 1.4+ million reach (total # of individuals who saw an original tweet or retweet from the party)
  • 5.8+ million impressions

 

Be sure to join us on the 1st Wednesday of every month at 4 pm ET for our Twitter party and experience the positive energy and buzz for yourself!

 

Industry:  The Store Tour Training Grant Program, announced in May 2014, continues to grow in terms of proposal submissions and the total number of consumers reached by the program.  A total of 18 universities received grant monies from PBH for the 2015 spring and fall semesters.  With the implementation of these grants by the end of the year, more than 400 nutrition students will have been trained to give supermarket tours.  They, in turn, will have given tours to 4,000 fellow millennials and local community members.

 

Another new Fruit & Vegetable Marketing Research Grant Program request for proposal was distributed to a targeted group of university researchers in 2014 and two grant proposals were selected by PBH's Board of Trustees, for the 2015 funding period.  The research is focused on In-Store Meal Bundles to Increase Grocery Store Purchases of Fruit & Vegetables (University of Wisconsin-Madison), and Manipulating the Sensory Variety of Fruit/Vegetables to Increase their Intake, (Harvard University).  The results from both marketing research grantees will be shared during PBH's 2016 Annual Conference, April 4-6.

 

PBH has continued aggressive retail outreach including seeking ongoing support from retailers (current and prospects), hosting Business Exchange Roundtables with buyers and supermarket dietitians at the PBH 2015 Consumer Connection Annual Conference, maintaining outreach to independent retailers, including attending and exhibiting at the National Grocers Association annual conference in February, and planning and moderating a panel on the importance of supermarkets employing a dietitian, updating the resources on a PBH FTP site just for retailers to provide materials to them more easily, and lastly, planning our 4th Supermarket RD Program at Fresh Summit in October in Atlanta.

 

Additionally, we worked closely with Kroger on a new health and wellness initiative that incorporated various recipes meeting the Fruits & Veggies—More Matters criteria.  An example of one aspect of this new initiative is PBH recipes being placed on the information sheets that accompany prescriptions picked up from Kroger pharmacies as a way to share a healthy recipe direct with customers.  Lastly, PBH worked with IGA, Inc. on their new Health and Wellness website by sharing content from our consumer site, FruitsAndVeggiesMoreMatters.org.  The new website is focused on helping IGA shoppers to make better food choices.    

 

Health Influencers:  PBH's outreach to roughly 20,000 educators and health professionals continues through sharing, monthly, our pre-drafted social media posts and new issues of our bi-annual Fruit & Veggie Connection magazine, and by providing opportunities to participate in topic-relevant webinars.  The most recent webinar was held on the 2015 State of the Plate report.  Lastly, additional nutrition education downloadable materials were added to the PBHFoundation.org site with more planned.

 

2015 State of the Plate:  Every five years, PBH releases an updated 2015 State of the Plate Report, A Study on America's Consumption of Fruit & Vegetables. The report provides the fruit and vegetable industry, health professionals, and consumer intermediary groups with:

  • The latest fruit and vegetable consumption trends
  • Updated information on the varying demographics of fruit and vegetable consumers
  • An overview of consumption levels by lifecycle and eater segment
  • Projected growth of fruit and vegetable consumption for the next 5 years
  • Recommendations about what can be done to make the information in the report actionable

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.  Unfortunately, consumer groups traditionally most interested in health and who eat the most fruit and vegetables, including those ages 50 and older, are trending downward in their consumption over time.

 


Remember to Include Fruits & Veggies—More Matters in your Marketing Plans

 

Moms not only recognize the Fruits & Veggies—More Matters logo, but will purchase a product when she sees it - 56% of moms report that they are more likely to purchase a product with the logo on the package or label! Additionally, of the moms who are aware of the Fruits & Veggies—More Matters logo, 64% report that if they see the logo on a product it means that the product is healthy.

 

As this data shows, adding the Fruits & Veggies—More Matters logo is an easy way to help boost product sales.  The logo can be added to: Packaging, POS Materials, Shelf Talkers, and Rail Strips to name a few examples.  If your organization has already signed the license agreement, simply send an email to Kristen Stevens, kstevens@pbhfoundation.org, outlining the ways your company wants to use the logo.  If you aren't licensed to use the Fruits & Veggies—More Matters logo and would like to be, Kristen Stevens can also assist.

 

PBH loves to showcase the various ways our licensees are using the logo, and use of the logo also helps qualify an organization to be recognized as a Fruits & Veggies—More Matters® Champion or Role Model!

 


August Social Media Posts

 

Summer is coming to an end so enjoy your last minute vacations and backyard BBQ's! Guide your fans through the last days of summer with our social media posts!

 


Thank You! New and Returning Donors

 

Donor Recognition: Your Support Matters!

PBH is pleased to recognize the following companies who have contributed their support of the Foundation from June 24, 2015 through July 29, 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 Donors:

Brothers International Food Corporation

 

 

Returning Trustees ($10,000+ Annual Contribution):

Canned Food Alliance
Dole Food Company, Inc.
Robinson Fresh
Western Growers

 

 

Returning Donors:

AmeriFresh, Inc.
Borton and Sons
California Table Grape Commission
Chiquita Brands International/Fresh Express
Crosset Company
Crunch Pak, L.L.C.
Enza Zaden North America, Inc.
Fresh Produce Association of the Americas
Gold Coast Packing, Inc.
Golden Sun Marketing
Harps Food Stores, Inc.
Houweling's Tomatoes
Lindsay
Manfredi Cold Storage
Markon Cooperative, Inc.
Martori Farms
Morita Produce Company & Nuthouse
Pennsylvania Apple Marketing Program
Price Chopper Supermarkets
Seald Sweet International
Sterilox Food Safety
Sun World International, LLC
Sunview Marketing International
Times Super Markets
Turbana Corporation
Vacaville Fruit Company, Inc.
Wayne E. Bailey Produce Company

 

 

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