December 5, 2014
From the Chairman: 2014 – A Year in Review
PBH and NGA Newly Formed Partnership
PBH's Ongoing Support of Supermarkets
2015 Annual Conference Early Bird Registration Ends December 31st
December Social Media Posts
January Twitter Party
Thank You! New and Returning Donors
From Terry Murphy, PBH Chairman of the Board
It's been an exciting and busy year for PBH, and as we reach the end of 2014, I thought it fitting to reflect on some of the opportunities, accomplishments, and research PBH has focused on over the last 12 months.
Annual Conference The 2014 Consumer Connection three day conference hosted more than 200 attendees, delivered notable speakers, business exchange appointments between supermarket and foodservice dietitians and industry members, a variety of educational sessions, various networking opportunities, and more. The keynote speaker, Jonah Berger, engaged the conference attendees during his session focused on Crafting Contagious Ideas; a set of specific, actionable techniques for helping information spread and ideas catch on. PBH also recognized over 60 Fruits & Veggies—More Matters Champions and Role Models within the fruit and vegetable industry, public health community, and school foodservice sector, and 30 PBH Ambassadors during a special recognition luncheon. With the help of conference sponsors, PBH was able to bring 40 dietitians to the conference, many of whom were first-time attendees.
Webinars PBH hosted six webinars in 2014 for dietitians and health professionals. The webinars averaged over 160 participants, and focused on the following topics:
The Fruit & Veggie Connection
We wrote and distributed two issues of our magazine for health professionals, The Fruit & Veggie Connection. The Spring issue included background information on biotechnology and genetically modified products as it relates to fruit and vegetables, as well as context around microbiological contamination of produce, key highlights from our annual consumer surveys, and free tools to help promote fruit and vegetables that are available on the PBH Foundation website. The Fall issue mainly focused on four different ‘classifications’ of fruits and vegetables:
PBH released two reports and infographs focused on our annual consumer survey results of Moms and primary shoppers. The Mom’s Attitudes and Beliefs Related to Fruit & Vegetable Consumption 2007-2014 report used data from our annual survey of Moms with kids 10 and under from 2007-2014. Key highlights were outlined in the report to help the fruit and vegetable industry to identify successful sales, marketing and communication strategies. Using data from PBH’s survey of primary shoppers from 2012 and 2014, a report, Primary Shoppers’ Attitudes and Beliefs Related to Fruit & Vegetable Consumption 2012 vs 2014, was created outlining the similarities and differences of primary shoppers when deciding to purchase, prepare, and consume fruit and vegetables.
Traditional & Social Media
PBH’s traditional and social media marketing efforts continued to grow throughout 2014. More than 24 billion media impressions have been generated through print and electronic PR and communications efforts through the end of the 3rd quarter, surpassing the 2014 goal and double all of 2013. Facebook likes (395,000+) have surpassed goal for the year, double what had accumulated in the prior 4 years. Twitter followers are over 42,000 and twice the national average of 19,023 for health focused non-profits. Our monthly Twitter parties continue to be well-attended with an average of 195 participants, 4.8M impressions and a total consumer reach of 613,300. Our Pinterest presence continues to grow with close to 9,000 followers, and in October we reached over 1,000 followers on Instagram, our newest social media platform. We encourage our donors and supporters to leverage our monthly social media posts as written or tweak to fit individual needs.
Fruits & Veggies—More Matters Month
We celebrated Fruits & Veggies—More Matters month on social media with a Twitter party that trended and a Fuel Up with Every Form marketing toolkit. The Twitter party was one of our highest performing parties of 2014 with 1,716 mentions, 1,155 retweets, 2,871 total statuses, 5.4 total consumer impressions and a total reach of 767,075. The Fuel Up with Every Form toolkit included ad slicks, memes, signs, and social media posts for fresh, frozen, canned, dried, and 100% juice fruit and vegetables. We also celebrated a different form each week during September, and a different fruit and vegetable each day. The toolkit can be used by donors and supporters every September to help PBH celebrate Fruits & Veggies—More Matters month.
Supermarket Registered Dietitians at Fresh Summit
PBH, for the third consecutive year, hosted over 20 supermarket dietitians for a 3-day educational and networking program October 17-19. The program coincided with PMA’s Fresh Summit in Anaheim, California allowing the supermarket dietitians to explore the tradeshow floor; an outstanding learning experience in and of itself. The program included various learning opportunities focused on shoppers’ attitudes and behaviors about fruits and vegetables, marketing tips and tools to increase consumption, an avocado tour, grocery store tours, and several networking opportunities.
In October, PBH and NGA announced a newly formed partnership between the two organizations focused on the continuing education of supermarket dietitians within the independent and small retail chains and wholesale grocers. Supermarket dietitians are a key resource for shoppers looking to learn more about fruit and vegetables and the role they play in daily meals and snacks, disease prevention, and overall health and wellness.
The partnership includes cross-sharing relevant resources and information from each organization with our respective members and supporters through webinars, and print and electronic communications and a sponsored event that will bring supermarket dietitians from small retail chains and independent stores to The NGA Show, held February 8-11, 2015 at the Mirage Hotel and Casino in Las Vegas, Nevada. The dietitians will participate in relevant educational sessions, engage with sponsors and other organizations while on the expo floor, and have the opportunity to meet fellow dietitians and members of the fruit and vegetable industry during several networking occasions.
In support of Produce for Better Health Foundation’s long-standing support of supermarkets, coupled with the close work PBH has done with supermarket dietitians over the last few years, PBH is awarding its second round of grants totaling $32,000 to support grocery store dietetics. The following university programs will use the funds to deliver grocery store tours by trained nutrition/dietetic interns, enabling enhanced collaboration between supermarkets and university nutrition and dietetic programs.
The store tour dietetic training grant program has, and continues, to gain momentum and garner interest. PBH received 20 grant proposals for this current funding period, which is quite impressive given it is only the second award period since the commencement of the program earlier this year. PBH will share notable results of the program, along with some of our grantees, during the PBH 2015 Annual Conference.
Time is running out to take advantage of early bird rates for The Consumer Connection—PBH’s 2015 Annual Conference. Register by December 31, 2014, and you’ll save $100! Here are a few reasons why you don’t want to miss this event:
All of this, as well as our ever-popular awards luncheon recognizing PBH’s Champions, Role Models, Ambassadors, and Supermarket Dietitians of the Year, plus our flagship Walkabout Market Dinner. Visit our event website to register today. For additional details or questions, please contact our Event Manager.
Tis the season to be jolly! Get in the holiday spirit with colorful decorations, gifts, and tasty recipes! Spread some holiday cheer to your fans with our social media posts!
Join PBH and Sun-Maid on January 7 at 4pm EST for a special Twitter party focused on ideas, tips, and recipes for dried fruit, #DriedGems
PBH is pleased to recognize the following companies who have contributed their support of the Foundation from October 29, 2014 through November 25, 2014. 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.
Returning Trustees ($10,000+ Annual Contribution):
Apache Produce Imports LLC
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