Last Call to Action: USDA WIC Proposal Comments Due Nov. 6

PBH Direct! readers are urged to immediately submit comments to the U.S. Department of Agriculture (USDA) in favor of its proposal to begin providing vouchers for fruit and vegetable purchases to at-risk families participating in the federal government’s Special Supplemental Nutrition Program for Women, Infants and Children (WIC). Comments are due no later than Nov. 6; PBH has developed a model letter to assist PBH Direct! readers in submitting comments. This small investment of your time to comment is well worth the market-building benefit that is at stake. Comments should also urge the agency to implement a final rule by spring 2007, and that a cost of living adjustment be included.

On the advice of an independent science panel, USDA proposed Aug. 7 to increase fruit and vegetable access for WIC participants. After receiving persuasive testimony from PBH and industry and nutrition community allies, the panel recommended that monthly vouchers of $10 for women and $8 for children be added to WIC food “packages.” USDA reduced the amounts to $8 and $6 to keep the proposal’s impact on the program revenue-neutral. The proposal would create a new market for fruits and vegetables of all forms worth an estimated $500 million. For more information, view the USDA proposal, or contact PBH Nutrition Policy Specialist Tracy Fox, M.P.H., R.D.

New Brand Launch Partners Sought for Major Market Events

PBH is looking for visionary industry leaders to help launch the new
Fruits & Veggies—More Matters™ brand that will update 5 A Day, to consumers in major markets early next year. These leaders will sponsor launch events in major U.S. cities on or around March 19, 2007, to coincide with PBH’s unveiling of the brand in San Francisco on that date. Atlanta, Boston, Chicago, New York City and Washington, D.C., have been identified as sites for co-events to maximize consumer and media attention of the new brand launch. Sponsors of these major market events will participate and be prominently featured in event activities that will be planned with PBH agency Ogilvy PR’s assistance to also include a major local retailer and to feature a local Culinary Institute of America-member chef. If you want to take a leadership role in launching the new consumption-promoting brand to consumers, and gain visibility for your organization in the process, contact PBH Senior Executive of Marketing and Communications Linda Dyekman, M.Ed.

The new Fruits & Veggies—More Matters brand has only been available for licensing for a short time, and many retailers coast to coast have already signed on to incorporate the positive new brand message into their companies’ marketing efforts. To date, 12 companies representing a variety of well-respected names and formats and 9,500 stores nationwide have become licensed, including: Felpausch Food Centers; Hy-Vee, Inc.; Key Food Stores Cooperative, Inc.; Meijer, Inc.; Publix Super Markets, Inc.; Price Chopper Supermarkets; Schnuck Markets, Inc.; Times Super Markets; Wild Oats Markets, Inc.; and the many retail banners operated by Ahold USA, The Kroger Company and SUPERVALU. PBH’s retail marketing staff has been calling on retailers across the country, including their marketing and consumer affairs departments, to introduce the new brand and alert them about PBH’s public relations and marketing plans for the March 19, 2007, launch. Staff reports that the new brand is receiving an enthusiastic reception from the retail community. To help them launch the new brand in their own promotions, licensed retailers will receive a new brand retail advertising toolkit later this fall, chock full of Fruits & Veggies—More Matters tools.

The new brand is replacing 5 A Day The Color Way and all other 5 A Day program logos, and will be the focus of all current and future PBH national public relations and marketing efforts, including partnerships with national parenting magazines and a new consumer Web site slated to go live March 2007. Existing materials carrying 5 A Day The Color Way or other 5 A Day program graphics and messaging must be phased out by Jan. 1, 2009.  For more information about the status of retail licensing, view PBH’s statement. To learn more about retail licensing opportunities, contact PBH Senior Executive of Retail Marketing Bryant Wynes.

Are you doing an excellent job promoting fruit and vegetable consumption for better health? Then PBH wants your story! The foundation is now gathering success stories that offer examples of best practices or model programs to increase fruit and vegetable consumption via consumer media and trade press. Your story could become a case study featured in conjunction with the March 2007 launch of the new Fruits & Veggies—More Matters brand. PBH will also review the case studies to identify 2006 National Excellence Award winners. In particular, we want to identify organizations that are taking a leadership role in implementing PBH’s National Action Plan to Promote Health Through Increased Fruit and Vegetable Consumption. For more information, visit PBH’s Excellence Awards Web site or contact Development Associate Theresa Kaufmann.

Being a sponsor of PBH’s annual Celebration of Life fundraising gala is a great way to show your support for foundation efforts to increase fruit and vegetable sales, while creating visibility for your organization in the process. Sponsorships are now available for the 2007 gala auction and dinner on Saturday, March 17, to be held at San Francisco’s storied Palace Hotel in conjunction with PBH’s spring Board of Trustees meeting. The gala is an important annual fundraiser for PBH; the 2006 event drew almost 400 attendees, and netted $110,000 to support PBH activities. There is a gala sponsorship opportunity for every budget level; to find out more, visit PBH’s gala Web site or contact PBH Vice President of Development Claudia Wenzing

PBH joined about 150 delegates from 17 countries attending the 5th International Symposium on Fruit and Vegetable Intake Oct. 15-17. The conference was hosted by International Fruit and Vegetable Alliance, and co-hosted by, among others, Heart and Stroke Foundation of Canada, Canadian Cancer Society and Canadian Produce Marketing Association. Attendees hailed from around the world; foundation President and CEO Elizabeth Pivonka, Ph.D., R.D., who is also a member of IFAVA’s board, represented PBH. Panelists stressed the gravity of the obesity epidemic, and cited findings plainly showing the positive effect that consuming fruits and vegetables has in combating cancer, coronary heart disease and stroke. Various strategies to increase fruit and vegetable consumption were shared among attendees. For more information, visit IFAVA’s Web site.

Here’s some food for thought: Consumption of vegetables may slow the rate of cognitive decline typically associated with older age. Dr. Martha Morris and colleagues from the Rush Institute for Healthy Aging assessed the dietary intake and cognitive function of participants in the Chicago Health and Aging Project. The 3,718 participants, aged 65 years and older, completed questionnaires at the beginning, at Year 3 and at Year 6 of the study. Their cognitive function was evaluated using measurements of immediate memory, delayed recall and mental state.  Results reported in the journal Neurology showed that when compared to those who consumed 0.9 servings of vegetables/day, those in the group who consumed 2.8 servings per day showed a 40 percent decrease in rate of decline, and those in the group whose intake was 4.1 servings per day showed a decrease in rate of decline of 38 percent. The association remained even when other conditions and risk factors were taken into consideration. However, fruit consumption did not show the same relationship with cognitive decline. (Source: Morris M.C. et al. Neurology, April 2006; vol. 67, no.8; pp 1370-1376; view the abstract.) For more information, contact PBH Nutrition Research Manager Kathy Hoy, Ed.D., R.D.

PBH is pleased to recognize the following companies who joined or renewed their memberships in support of the foundation Oct. 16-27.  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 PBH Vice President of Development Claudia Wenzing.

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