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January 25, 2013
Articles

PBH Reports 2012 Year-End Results
2012 Role Models and Champions Announced
The Consumer Connection Offers a Variety of Interactive Sessions
Social Media 101: Getting Started
February Social Media Posts Now Available
PBH Holds Healthy Heart Twitter Party


PBH Reports 2012 Year-End Results


PBH is pleased to report that year-end business plan results exceeded expectations, showing that the foundation continues to make progress in sharing that more matters and helping to increase fruit and vegetable consumption. Some areas with strong results are:  

  • Social Media & Web: The FruitsAndVeggiesMoreMatters.org website showed a 27 percent increase in average monthly unique web visitors over the prior year (115,921 vs. 91,066), a 31 percent increase in opt-in email participants (64,425 vs. 49,260), and a 6 percent increase from .gov/.org/.com sites (3,052 vs. 2,088). Twitter followers (23,000+) were at 130 percent of goal, and more than 2-fold higher than 2011. Facebook fans (83,700+) were at 140 percent of goal, and almost 4-fold higher than 2011!
  • Influencers: Part of our social media and web success is attributed to enhanced outreach to nearly 20,000 health influencers who have signed up to receive additional information. PBH promoted webinars, new materials available on our websites, and sample social media posts. An inaugural program that brought supermarket dietitians from 17 chains to the PMA Fresh Summit was a success. PBH also significantly increased its promotion of 'all forms' of fruits and vegetables by adding 'all forms' graphics to the website, developing a health influencer document to debunk concerns about processed produce, and incorporating more 'all forms' messaging throughout all PBH media activities.
  • Media Impressions: Media impressions ended the year at 10 Billion—3-fold more than the 3.1 Billion goal for 2012. This includes both print and electronic media. The strong results are attributed largely to strong social media work as well as a 'news hook' using data from our 2012 annual consumer survey.
  • Role Models: 45 organizations met Role Model status and 26 met Champion status for 2012. There was also a net increase of 22 new Fruits & Veggies—More Matters® licensees, a 7 percent increase over 2011.
  • Policy: PBH continued to track key areas identified in the National Action Plan and provided input into 8 relevant topics ranging from shelf-labeling issues pertaining to processed fruit and vegetables to submitting nominations for the 2015 Dietary Guidelines Advisory Committee.
  • Research: PBHs review of the scientific literature: Behavioral Economics and the Psychology of Fruit & Vegetable Consumption: A Scientific Overview, 2012 was published in Decembers on-line Journal of Food Studies. Additional analysis of PBHs 2012 on-line consumer survey to better understand consumers who do and dont eat various forms of fruit and vegetables was conducted and will be shared with PBH donors in 2013 after an additional overlay of interests and media usage of key consumer segments is completed.

To see the full results of PBHs business plan, visit the PBH Foundation website.


2012 Role Models and Champions Announced


PBH announced 45 organizations met Role Model status and 26 met Champion status when it came to helping spread the word about Fruits & Veggies—More Matters. Of the 40 Industry Role Models, 6 were retailers, 34 were growers/shippers/processors/suppliers, and 5 were from the public health community. Of the 26 Champions, 9 were retailers, 14 were growers/shippers/processors/suppliers, and 3 were from the public health community.


Of special note in the non-retailer category is Stemilt Growers, Inc., who was the first Industry Role Model and has earned this recognition for five consecutive years. In addition, C.H. Robinson Worldwide, Inc., Chelan Fresh Marketing, and Rainier Fruit Co., Inc. earned Role Model status for the 4th time in 2012. In the retail category, Schnuck Markets was the first retailer to be named a Role Model in 2007 and has earned this honor every year since. It was the 5th consecutive year Food Lion has earned Role Model Status, while it was the 4th consecutive year for SuperValu.


Some examples of support from Role Models and Champions include:  

  • Placing Fruits & Veggies—More Matters logo on packing, bins, poly bags, and totes.
  • Including the Fruits & Veggies—More Matters logo in weekly circulars, special promotions, on POS signs and in-store supplies, in newsletters, in-store magazines and radio, and in all forms matter advertising and promotions.
  • Linking to the www.FruitsAndVeggiesMoreMatters.org website.
  • Including Fruits & Veggies—More Matters messaging and logo in employee newsletters and health focused programs, in advertising and PR efforts, in marketing and collateral materials, and in wellness programs and community outreach efforts.
  • Creating a Fruits & Veggies—More Matters page/section on their consumer website.
  • Providing content for consumer columns on www.FruitsAndVeggiesMoreMatters.org
  • Speaking about Fruits and Veggies—More Matters during meetings and presentations.
  • Participating as a PBH Board of Trustees member.
  • Attending PBH annual board meeting and dinner/auction.
  • Serving on PBH board-level committees.

Role Models and Champions will be formally recognized at a special luncheon to be held during the general session of PBHs Annual Conference on March 14 in San Francisco, California. For a full list of Role Models and Champions, please see the press releases of Industry and Supermarket honorees.


The Consumer Connection Offers a Variety of Interactive Sessions


Communication is key to getting the most from your conference experience and the best form of communication involves the participation of both speaker and audience. This is why PBH is excited to offer sessions that allow you the chance to be part of the discussion!


Begin the conference by joining an All Forms Retail Panel, which is made up of supermarket retailers and restaurant operators explaining the strategies they use to successfully market all forms of fruit and vegetables to their consumers. Next, you can choose to take part in the Business Exchange Roundtables—the perfect opportunity to meet key decision makers, propose new marketing ideas, and network. Another option is the Interactive Blogger Session. Here you will learn outreach strategies to successfully establish a working relationship with bloggers from bloggers themselves and industry members who have connected with them.


If you havent already done so, reserve your spot today. The conference runs March 13-15 at the W San Francisco. For more information or if you need additional assistance, please contact our Event Manager Sharese Alston.


Social Media 101: Getting Started


Social media has become a large part of many organizations marketing strategy over the past few years and its no secret that PBH has been successful using social media to help further spread its healthy message to consumers. Wed like to share with our supporters the lessons weve learned since venturing into the social media scene.


The following is a list of "Quick Tips," which are targeted for organizations who are new to social media or who may be thinking about creating a social media presence (Facebook page, Twitter account, or Pinterest board). These tips should assist in getting you started in building your account and then your initial following.  

  • Establish a goal. Before you create a social media channel for your organization, identify the desired outcome and goal (For example, social media channels can help drive traffic to your website, or you can use them to interact with your customers and broaden your customer base).
  • Know your time commitments. Understand how much time will be required to create and maintain a social media presence. For example, if youre planning to create one Facebook page, and add one daily update, estimate a couple of hours each week. If youre planning to establish and maintain more than one social media presence with multiple updates daily, estimate 10-15 hours each week.
  • Publicize your presence. When you have your page or account created, share the news with your customers or clients, asking them to 'like' or 'follow' you. Place a link on your website directing visitors to your social media page and include the link in any distributed communications and media (email blasts, press releases, news articles, etc.).
  • Connect! Once youve created your page or account, connect with organizations you know and respect through 'liking' their page on Facebook or following them on Twitter or Pinterest. Sharing information by retweeting or reposting is an effective way to gain new followers.
  • Keep it fresh. Just like a website, your social media needs to be continuously updated. You never want a customer to visit your Facebook page or your Twitter account and see that the last time you updated it was two weeks ago.
  • Engage your followers. Make every effort to respond to questions or comments from followers, publicly or through a private message.
  • Measure your results. Keep a weekly or monthly report of your results (followers, number of retweets, mentions, etc.). This will help you to determine whats working and what needs to be tweaked.
  • Consider a scheduling platform. Certain social media "dashboard" platforms provide the ability to track multiple social media channels, allowing you the flexibility of scheduling tweets and posts. This can be helpful if you post multiple times per day (like with Twitter) and allows you to schedule for future posts. TweetDeck and Hootsuite are two popular low-cost platforms.

We will continue to provide you with additional Quick Tips over the upcoming months, designed for more advanced social media users, which will help to increase your following and gain more exposure for your brand. Most importantly, if you do create a social media presence or already have one, make sure you connect with PBH. Were here to help share information and promote you via our channels, which are Facebook, Twitter, and Pinterest. If you have any questions regarding social media or need additional information, please contact our Social Media Coordinator Janet Skibicki.


February Social Media Posts Now Available


National Cherry Month, National Potato Lovers Month, and Valentines Day are just a few February celebrations youll want to share with your followers this coming month. PBH has done the work for you with our handy sheet for your social media efforts. Use as written or tweak to suit your own needs.


PBH Holds Healthy Heart Twitter Party


February is American Heart Month and PBH will be celebrating with a Healthy Heart Twitter party on February 6, 2013, at 4:00 (EST). Join us to discuss ways that incorporating fruit and vegetables into your diet can help reduce your chances of heart disease and learn what a "heart healthy diet" really means. This is a great venue to share your healthy recipes, ideas, and products with consumers. Use hashtag #LuvYourHeart to join the chat.



PBH is pleased to recognize the following companies who have contributed their support to the Foundation from January 9, 2013 through January 23, 2013. Your generous contributions help support PBHs 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 Development Director Renee Bullion or PBH Development Manager Cyndy Dennis.


New Donors:
Sage Fruit Co. LLC
 

Donors Who Increased Their Annual Contribution:
California Canning Peach Association
Cal-Ore Produce, Inc.
Columbia Marketing International
Crunchies, Inc.
D.L.J. Produce
Wawona Frozen Foods, Inc.
Tree Top, Inc.
 

Returning Donors:
Front Row Produce

 

For more information, contact PBH Development Director Renee Bullion.

 

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