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February 18, 2011

Eating Healthy Fruits & Vegetables is Really Affordable
Results of 2010 Business Plan
More Take Americas More Matters Pledge
Fruit & Veggie Happenings Page Promotes Donor Activities
Let's Move Update: Happy Anniversary!
IFAVA Newsletter: Better Information for Better Behavior

Eating Healthy Fruits & Vegetables is Really Affordable

A new study from the USDA's Economic Research Service shows just how affordable fruits and vegetables really are. Getting the recommended amount costs only $2 - $2.50 per day. Researchers also found no significant difference between the average prices of fresh and processed fruits and vegetables. 

The study used Nielsen Homescan data from 2008 to estimate the average retail price per pound and per cup of 153 commonly consumed fresh and processed fruits and vegetables. They found that average prices ranged from under 20 cents per cup to over $2 per cup depending on the specific fruit or veggie. 

According to the U.S. Bureau of Labor Statistics' Consumer Expenditures Survey, the average two-person household spends $6,308 on food. Filling half the plate with fruits and vegetables for this two-person household would only cost 29 percent of their food budget. That means you can fill half your plate (and your grocery cart) for only about a quarter of your food budget. 

For more information on the USDA's Economic Research Service's study, How Much Do Fruits and Vegetables Cost, visit For more information on the U.S. Bureau of Labor Statistics' Consumer Expenditures Survey, visit

Results of 2010 Business Plan

The 2010 Business Plan results are finalized and overall it was a terrific year, one that exceeded expectations. 

Regarding Fruits & Veggies—More Matters® messaging and communications, the year ended strong. The
Fruits & Veggies—More Matters website,, continues to increase in popularity as demonstrated by strong growth in monthly average visits with an average of 70,000 unique monthly visitors throughout the year, up 14 percent since 1009.  The number of opt-in participants for weekly and biweekly e-mails grew to more than 25,000 by year-end, up 24 percent since 2009. A total of 1900 websites currently link to the Fruits & Veggies—More Matters site, 50% more than 2009.  The Web Marketing Association also recognized the website with an outstanding achievement award, selected from 2000 other sites. 

Support from licensed retailers, growers, shippers, processors, and public health partners was also strong in 2010 as these groups spread the Fruits & Veggies—More Matters message though various mediums. The number of industry champions and role models has never been higher, with a total of 21 Role Models and 10 Champions for 2010. 

Media impressions ended the year slightly exceeding goal. This is thanks to third-quarter efforts for September's new America's More Matters Pledge: Fruits & Veggies…Today and Every Day!, consumer columns, the release of PBH consumer data, and PBH research reports. 

Significant progress was also made in the social media arena, with 2600 Facebook likes and 3000 Twitter followers by year's end.  Consumer impressions through education materials exceeded goal as well. 

Supermarket consumer impressions (in ads) as measured by Leemis yielded fewer results than last year. Several retailers are promoting Fruits & Veggies—More Matters more in-store or on-line and less in circulars than in previous years. 

Overall industry contributions for 2010 exceeded budget (102% of goal). Cash contributions met goal (99.5%), dinner/auction exceeded goal (108%), sponsorships were short of goal (80%), and in-kind contributions exceeded goal (171%). Catalog sales during 2010 surpassed budgeted goal by $335,000. 

Also during 2010, PBH completed two research reports (the 2010 State of the Plate Report and the 2010 Gap Analysis -- The Fruit & Vegetable Consumption Challenge: How Federal Spending Falls Short of Addressing Public Health Needs) that were cited heavily in the National Action Plan 2010 Report Card.  PBH developed and disseminated all three reports by mid-November, adding to media impressions as well as providing tools for advocates preparing for 2012 farm bill discussions. 

PBH has a structured process for monitoring the effective implementation of the annual business plan. As part of this process, a quarterly update is prepared for donors outlining accomplishments to date related to various goals and strategies of the annual plan. For more information about the 2010 business plan and the progress made last year, visit the Board Communications area of

More Take Americas More Matters Pledge

The America's More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign collects more pledges every day. Now over 2,250 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 Page Promotes Donor 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. 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, Fresh Fruit & Vegetables/Wellness, Natural Healing in Natural Thirst's way, and the 2011 Frozen Food Foundation 5K Fun Run/Walk. These and previously uploaded events have been promoted on Twitter and Facebook and PBH 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. It's the perfect place to promote any National Nutrition Month® activities and events!

Let's Move Update: Happy Anniversary!

February 9th marked the one-year anniversary of first lady Michelle Obama's Let's Move! childhood obesity initiative. Mrs. Obama appeared on the Today Show and on Live with Regis and Kelly last week talking about Let's Move! and the progress that's been made over the past year. She also recorded a speech highlighting the impact parents and other supporters have had on fundamentally shifting the conversation on childhood obesity this past year. To commemorate the first anniversary of Let's Move!, Chiquita Brands International and the United Fresh Produce Association donated 10 salad bars to schools in Chicago. The Let's Move Salad Bars to Schools campaign aims to add 6,000 salad bars to schools across the country over the next three years. 

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: Better Information for Better Behavior

This month's edition of the International Fruit and Vegetable Alliance's (IFAVA) scientific newsletter looks at whether having better information leads to making healthy choices. Specifically, articles discuss menu labeling legislation in New York City, the association between health information sources and health beliefs and behaviors, and translating dietary guidelines into realistic, individual-specific food choices. For more information, visit IFAVA or contact PBH's Marketing and Communications Assistant Jill LeBrasseur.

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 Feb. 1, 2011 through Feb. 15, 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.

New Donors:
California Canning Peach Association

Donors Who Increased Their Annual Contribution:
Nonpareil Corporation

Returning Trustees ($10,000+ Annual Contribution):
Fresh Produce & Floral Council
Hass Avocado Board

Returning Donors:
Chestnut Hill Farms
Columbia Marketing International
Deardorff Family Farms
The Horton Fruit Company, Inc.
Market Fresh Produce, L.L.C.
Mushroom Council
Northwest Horticultural Council


For more information, contact Kristen Stevens.

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