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January 21, 2011

New Study Says Eat More Fruits and Vegetables for a Healthy Heart
New USDA Rule Will Add More Fruits & Veggies to School Lunches
Get Ready for National Nutrition Month in March
More Take Americas More Matters Pledge Every Day
Fruit & Veggie Happenings Perfect for Promoting National Nutrition Month Activities
Let's Move Update: Happy New Year
IFAVA Newsletter: Fruits & Vegetables and Mental Health
Recognizing 2010s New Donors

New Study Says Eat More Fruits and Vegetables for a Healthy Heart

New research indicates that eating more fruits and vegetables may reduce the risk of dying from heart disease. According to a new study from the University of Oxford and published in the European Heart Journal, people who consumed eight or more servings of fruits and vegetables each day were 22 percent less likely to die from ischemic heart disease than those who consumed three or fewer servings a day. 

Even among those who didn't eat a full eight servings each day, the more fruits and vegetables consumed consistently indicated a lower heart disease risk. For every additional serving above two per day, researchers found a four percent decrease in the rate of heart disease deaths. 

ABC News, CNBC, Yahoo News, and other media outlets are buzzing with reports about this new research, many of them mentioning Fruits & Veggies—More Matters® by name. Earlier this week, PBH CEO Elizabeth Pivonka was also quoted in an article in the national newspaper USA Today. This article appeared on both their online and print editions. It discussed strategies for getting kids to eat more fruits and vegetables. 

Now is the perfect time to align with the initiative that's all about showing how easy it can be to add more nutritious, delicious fruits and vegetables to meals and snacks. Make sure to take full advantage of all the benefits that supporting PBH brings. Those benefits include: the opportunity to add the Fruits & Veggies—More Matters logo to your product or to store displays, use of PBH's toolkit materials to promote fruit and vegetable consumption (and sales!), the opportunity to sponsor a matte release consumer column from PBH that promotes your product, the ability to add events and promotions to the Fruit & Veggie Happenings page to extend consumer marketing and education efforts, hosting Fruits & Veggies—More Matters information on your company's own website with a link to the America's More Matters Pledge to show customers that you're concerned about their health and well-being, plus other benefits too numerous to list! 

For more information on becoming a PBH donor, increasing your level of support, or taking advantage of everything PBH can do for you: contact PBH Fund Development Director Renee Bullion at

New USDA Rule Will Add More Fruits & Veggies to School Lunches

Last week, the U.S. Department of Agriculture published a proposed rule that would update the nutrition standards for meals served through the National School Lunch and School Breakfast programs. The new proposed meal requirements make critical changes to school meals and will help improve the nutrition of the nearly 32 million children participating in school meal programs every school day. 

The new USDA guidelines outlined in the proposed rule would:

  • Increase the amount and variety of fruits and vegetables children are offered. The new rule requires that a serving of fruit be offered daily at breakfast and lunch and that two servings of vegetables be offered daily at lunch.
  • Establish the first calorie maximum limits for school meals.
  • Gradually reduce the amount of sodium in the meals over 10 years, eventually reducing sodium content by more than half.
  • Minimize saturated fats and trans-fats.
  • Require schools to serve only unflavored 1% milk or fat-free flavored or unflavored milk.
  • Increase the amount of whole grains to half of all grains served.
  • Improve school breakfasts by requiring schools to serve a grain and a protein, instead of one or the other. 

    The proposed rule is expected to have an impact on the fruit and vegetable industry by increasing schools' fruit and veggie purchases. If accepted as written, the new rule will double the amount of fruit served at breakfast, double the amount of fruits and vegetables served at lunch, and ensure that a wider variety of fruits and vegetables is made available to schoolchildren. 

    USDA is requesting comments on the proposed rule from now through April 13, 2011. Those interested in reviewing the proposal and offering comments are encouraged to do so at

Get Ready for National Nutrition Month in March

National Nutrition Month® is rapidly approaching, and to help retailers, suppliers, and health educators get ready, PBH encourages everyone to re-visit the wealth of prepared Fruits & Veggies—More Matters materials available for download from the PBH website, There are many items available from the PBH catalog, retail toolkit, or suppliers' toolkit that can support your National Nutrition Month® promotions. 

Make sure local teachers are aware of any educational events your organization has planned that feature Fruits & Veggies—More Matters. Call, e-mail, or write to local schools to let them know about Take Your Child to the Supermarket promotions, Supermarket School Tours, or other events. Use the Fruit & Veggie Happenings page to upload scheduled events or classes to obtain wider visibility for and increase attendance at those events. 

Think about donating Adopt-A-School kits to local elementary schools in honor of National Nutrition Month®. This type of donation offers a great media opportunity and can generate goodwill in the local community. 

For more information and other ideas for becoming more involved with Fruits & Veggies—More Matters, contact PBH Communications Specialist Jill LeBrasseur.

More Take Americas More Matters Pledge Every Day

The America's More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign collects more pledges every day. Now over 2,100 people have pledged to increase their fruit and vegetable consumption, make fruits and veggies half their plate at meals and snacks, or to help make fruits and vegetables more available at schools. America's More Matters Pledge is featured on the
Fruits & Veggies—More Matters website,

Fruit & Veggie Happenings Perfect for Promoting National Nutrition Month Activities

The Fruit & Veggie Happenings page on the
Fruits & Veggies—More Matters consumer website is an interactive page offering donors the opportunity to upload fruit and veggie related activities, promotions, contests, and events to help extend their consumer marketing and education efforts. This is the perfect place to promote any National Nutrition Month® activities and events. Photos, PDFs, and information about the same event or activity occurring at multiple locations can also be uploaded, making it very easy and convenient to populate this interactive tool. Consumers then use the page to search for activities in their local community by typing in their zip code. 

Several new events have been added including, Seattle Can Can, the G.L.E.E. Produce Club and Learning and Growing.
Fruits & Veggies—More Matters has promoted these and previously uploaded events on Twitter and Facebook and will continue to promote newly added activities in this way. Visit the Fruit & Veggie Happenings page today to see how easy it is to populate this new page with fruit and veggie news, events, and activities.

Let's Move Update: Happy New Year

First lady Michelle Obama's Let's Move initiative has allied itself with the Presidential Active Lifestyle Award Challenge to encourage Americans to get 60 minutes of physical activity for five days a week for six weeks. The movement is also asking everyone to share their New Year's resolutions and tips for keeping them on the Let's Move Facebook page. For more information about the Let's Move initiative, visit the Fruits & Veggies—More Matters Let's Move page of the Fruits & Veggies—More Matters website.

IFAVA Newsletter: Fruits & Vegetables and Mental Health

This month's edition of the International Fruit and Vegetable Alliance's (IFAVA) scientific newsletter looks at how fruit and vegetable intake can affect mental health. Specifically, this issue contains two articles that discuss the role of nutrition in mental health and one that talks about dietary patterns and depressive symptoms in middle age. For more information, visit IFAVA or contact PBH's Marketing and Communications Assistant Jill LeBrasseur.

Recognizing 2010s New Donors

In 2010, 35 companies either made first-time donations to PBH or re-joined after letting their memberships lapse. These include: Agroeden Cia, LTDA; Alsum Produce, Inc.; Applesnapz USA Inc.; Better Bags, Inc.; C.L. Henderson Produce Company; Carlson AirFlo Merchandising Systems; Enza Zaden North America, Inc.; Epsen Hillmer Graphics Co.; Fowler Bros. Inc.; Frey Farms Produce, LLC; Fundacion Proagroin ZN; Grocer's Supply Produce Company; Growers Express, LLC; Healds Valley Farms, Inc.; International Golden Foods, Inc.; Keystone Fruit Marketing, Inc.; Kingdom Fresh Produce, Inc.; Maverick Brands, LLC; Mucci International Marketing Inc.; Naturipe Farms LLC; NewStar Fresh Foods L.L.C.; Nonpareil Corporation; Pasquinelli Produce Co.; PepsiCo Foodservice; Progressive Produce Corporation; Southern Specialties; Stahlbush Island Farms, Inc.; Subway Franchise World Headquarters; Sun World International, LLC; SuperValu/W. Newell & Company; The Walt Disney Company; Toyota Motor Sales, USA Inc.; U.S. Apple Association; Western Precooling Systems; and Yucatan Foods. 

PBH is very pleased to have these new companies join previous contributors in support for our mission of increasing fruit and vegetable consumption.

PBH is pleased to recognize the following companies as leaders in the fruit and vegetable industry and thanks them for their support. Their generous contributions help make possible PBH's many activities to increase fruit and vegetable consumption. PBH thanks all current and new donors who have contributed to the foundation from Jan. 4, 2011 through Jan. 18, 2011. Together we can make a difference in the nation's fruit and vegetable consumption. To find out how you can support PBH, and grow your business in the process, contact PBH Development Director Renee Bullion or PBH Development Manager Cyndy Dennis.

Returning Donors:
Associated Wholesale Grocers, Inc.
Georgia Fruit & Vegetable Growers Association


For more information, contact Kristen Stevens.

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