Produce For Better Health Foundation

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March 4, 2011

From the Chair: 2010 was an Exciting Year
PBH Annual Report Now Available
PBH to Honor 2010 Fruits & Veggies—More Matters Role Models
National Nutrition Month is Here
Adopt-A-School for National Nutrition Month
Celebrate PBH’s 20th Anniversary in Monterey, Registration Ends Soon!
Website Poll: Would Restaurant Nutrition Info Help You Eat More Veggies?

From the Chair: 2010 was an Exciting Year

My year as PBH Chair has certainly been an exciting one! Early in 2010, first lady Michelle Obama introduced her Let’s Move childhood obesity initiative with the goal of solving the epidemic of childhood obesity within a generation. Last year saw an update to the National Action Plan, the d├ębut of the America’s More Matters Pledge, a new GAP Analysis that contributed to the NFVA Report Card, the release of new consumption data in the 2010 State of the Plate Study, and the formulation of an updated set of Dietary Guidelines for Americans. Whew; we’ve had quite a busy year! 

And I don’t see things slowing down in the near future! Fruits and vegetables are in the news more often than ever as part of the solution that will lead a generation of Americans to better health. PBH has an excellent opportunity to reach consumers and persuade them to increase their intake of fruits and vegetables, but to keep the momentum going we need all PBH donors to become true advocates of the
Fruits & Veggies—More Matters message. 

I urge everyone in the produce industry to capitalize on the top-of-mind status of fruits and vegetables by reiterating the important role they play in counteracting and preventing obesity and many diseases. Growers, processors, and retailers can build on and increase that momentum by working to translate consumer awareness into action where the purchasing decisions get made, at point of sale. Healthcare providers and educators can also step up their commitment. Feature
Fruits & Veggies—More Matters messages in your office by hanging posters, offering brochures, and directing clients to PBH’s consumer websites:,, and Everyone can use PBH’s downloadable tool kits to help them with promotions, promote the America’s More Matters Pledge, and list events on the Fruit & Veggie Happenings page. Now is the time to support PBH more fully and to publicize the many health benefits of eating fruits and vegetables. When it comes to “health food” fruits and veggies should own the category! It’s time to encourage all Americans to add more fruits and vegetables, in all their forms, to their diet. 

I have thoroughly enjoyed my term as chair and I look forward to continuing to work in support of the Fruits and Veggies—More Matters brand and the increased consumption of fruits and vegetables, particularly at this exciting time. At the April board meeting, I’ll pass the gavel to Roger Pepperl, of Stemilt Growers, Inc., and I wish him all the best. Let’s all pull together to give Roger and PBH all of our support. 

I would like to thank all of you for your support of PBH and for helping to get the Fruits & Veggies—More Matters message out, keeping the consumption of more fruits and vegetables a priority in the minds of consumers. Your continued support remains crucial to PBH’s success, to the health of Americans, and to the health of the fruit and vegetable industry. Let's all work together to make 2011 even more successful for the fruit and vegetable industry and healthier for everyone.

Andrea Astrachan, Ahold USA

PBH Annual Report Now Available

PBH’s 2010 Annual Report is now available online! A print copy will arrive in your mailbox shortly. This report contains highlights from
Fruits & Veggies—More Matters® and PBH activities last year, including consumer website visitor data and numbers on licensed retailers and products approved to carry the logo. For more information, view the 2010 annual report.

PBH to Honor 2010 Fruits & Veggies—More Matters Role Models

PBH has named its 2010 Fruits & Veggies—More Matters Role Models and will honor them at the foundation’s Role Model/Champion Recognition Luncheon held at PBH’s Annual Meeting in Monterey, CA. This year, there are 39 Role Models and 18 Champions, more than ever before! Throughout the year these organizations displayed a true commitment of support for the Fruits and Veggies—More Matters brand across an extensive variety of marketing and communications activities, including: advertising, POS, packaging, corporate wellness programs and community outreach efforts, and involvement in PBH. 

Seven retailers achieved Role Model status. They are:
Ahold USA, Inc.
Defense Commissary Agency
Food Lion Stores, Inc.
The Kroger Company
Safeway, Inc.
Schnuck Markets, Inc.
SuperValu/W. Newell & Company. 

Seven retailers achieved Champion status. They are:
The Great Atlantic & Pacific Tea Company, Inc.
Associated Wholesale Grocers, Inc.
Big Y Foods, Inc., Meijer, Inc.
Redner's Markets, Inc.
Save Mart Supermarkets
Weis Markets, Inc. 

Fifteen suppliers achieved Role Model status. They are:
C.H. Robinson Worldwide, Inc.
Chelan Fresh Marketing
Del Monte Fresh Produce N.A., Inc.
Domex Superfresh Growers
Duda Farm Fresh Foods, Inc.
Gills Onions, LLC
McDonald's Corporation
Produce Marketing Association
Pear Bureau Northwest
Rainier Fruit Company, Inc.
Seneca Foods Corporation
Stemilt Growers, Inc.
Sun-Maid Growers of California
Wild Blueberry Association of North America 

Four suppliers achieved Champion status. They are:
Alberto Culver-Specialty Brands
Giorgio Fresh Mushrooms
Monsanto Vegetable Seeds
National Raisin Company 

Seventeen public health organizations achieved Role Model status. They are:
Department of the Ministry of Health, Island of Cyprus
Pasco County Cooperative Extension Service, University of Florida – Dade City, FL
University of Nevada Cooperative Extension – Reno, NV
Upper Missouri District Health Unit – Williston, ND
Coconino County Public Health Services – Flagstaff, AZ
Boone County, University of Kentucky Cooperative Extension – Burlington, KY
Dr. Norman W. Crisp Elementary School – Nashua, NH
Thomas County Extension – Colby, KS
University of Wisconsin, Extension Nutrition Education Program – Madison, WI
Kewa WIC Program – Santo Domingo Pueblo, NM
Memorial Sloan-Kettering Cancer Center – New York, NY
SRMC Community Health Services – Lumberton, NC
University of Michigan Health System – Ann Arber, MI
Monadnock Nutrition Services – Swanzey, NH
New Mexico Department of Health, Albuquerque, NM
Douglas County Health Department – Omaha, NE
Mattawan Consolidated School District – Mattawan, MI 

Seven public health organizations achieved Champion status. They are:
Crete Monee School District - Crete, IL
Mobile District Dietetic Association – Mobile, AL
Samaritan Lebanon Community Hospital - Lebanon, OR
Riverside Junior High School - Fisher, IN
The Produce Connection, Inc. - Miami, FL
Nicole Nastali
Kaiser Permanente - Oakland, CA 

Look for consumer media outreach focused on these winners this month as we celebrate the fourth anniversary of Fruits & Veggies—More Matters and the 20th anniversary of PBH. PBH wants to grow the list of role models in 2011. For more information on becoming a Retail Role Model, view the Retail Role Model criteria on the PBH website. For more information on becoming a Supplier Role Model view the Supplier Role Model criteria on the PBH website. For more information on becoming a Public Health Role Model, view the Public Health Role Model criteria. The foundation will identify and reference these role models in the ongoing public relations activities of Fruits & Veggies—More Matters.


National Nutrition Month is Here

National Nutrition Month® is here! This year’s theme is “Eat Right with Color” and PBH encourages donors to repeat the message in their own public relations efforts. Fruits and vegetables are the most colorful items on any plate! Spread the word that increasing the consumption of fruits and vegetables in place of high-calorie, nutrient-poor foods, is central to controlling weight and gaining better health. Here are some ways to do that. 

Donate Adopt-A-School packages to local schools, libraries, or other youth organizations. Promote and add a link to the
Fruits & Veggies—More Matters website, Re-visit the abundance of prepared materials available for download free of charge from the PBH website, like the retail toolkit and suppliers’ toolkit. Customize these materials and use them as part of promotions, in marketing materials, in company newsletters, on your own website, and in consumer interactions. 

The 2011 PBH Nutrition Education Catalog is filled with materials that can be used to support National Nutrition Month. Surf on over to check out all the new materials added just this year, including The new Half-The-Plate poster that offers a visual representation of this concept that’s being talked about in the new 2010 Dietary Guidelines for Americans as an easy way to measure out how much to eat each day. This poster is the perfect addition to any cafeteria or break room as well as healthcare waiting areas and exam rooms, RD consultation rooms or offices, the produce section of a grocery store, or anywhere!. The Get More … Because More Matters Guide is a handy, accordion-fold brochure filled with tips and ideas on how to add more fruits and veggies throughout the day. Available in both English and Spanish, this guide is great for consumer or patient education and fits in well with this year’s theme, “Eat Right with Color." 

National Nutrition Month is also the perfect time to sign up to receive the Fruit & Veggie Voice bi-weekly e-newsletter, the Recipe of the Week e-mail, or the Weekly Healthy Menu Idea e-mail, to forward them to others who might be interested in subscribing, and to pass along PBH and Fruits & Veggies—More Matters press releases to local media outlets. Check out the press releases available in both English and Spanish on ADA’s website and consider passing those along to local media, too. 

Together we can bring the compelling message that fruits and vegetables are an important aspect of a healthy diet to consumers. Let’s keep the momentum going for National Nutrition Month and beyond!

Adopt-A-School for National Nutrition Month

Adopt-A-School packages are a great way to generate goodwill in the community and National Nutrition Month is the perfect time to let the media know you will be donating nutrition education resources to help combat childhood obesity. 

The 2011 PBH Nutrition Education Catalog is filled with resources based on national and state nutritional academic standards and designed to increase kids’ interest in, and consumption of, healthy fruits and vegetables. The catalog can be used to customize an Adopt-A-School package.  Packages can be customized to fit any size school or classroom and any size budget. They can be built around a theme of nutrition education, physical activity, games, and fun items, or any mix the sponsor chooses. They also make great gifts for a local scout troop, church group, youth clubs, or organizations, and can be used to fill home school nutrition education needs. 

Think about putting together an Adopt-A-School package based on this year’s National Nutrition Month theme, “Eat Right with Color.” This kit could include one Fruit & Veggies - More Matters Creative Pockets Kit for $59.99, one Half-The-Plate poster for $4.75, one pad of Kids Fruit & Veggie Tracking Sheets that feature the Color Champions for $5.99, 30 copies of The Quest for Color! Activity Books at $1 each for a total of $30, and a set of 100 colorful Fruits & Veggies—More Matters Pencils at $25.99. That outfits an entire classroom with “Eat Right with Color” themed materials for less than $127! That’s a lot of community goodwill and good PR for very little money! 

Adopt-A-School packages can be sent directly to the recipients or to the donating company for a personal presentation media opportunity. For more information on the Adopt-A-School Program, contact PBH Catalog Sales Manager Don Schuler.

Celebrate PBH’s 20th Anniversary in Monterey, Registration Ends Soon!

PBH will celebrate its 20th anniversary at the Annual Meeting in Monterey, CA. The meeting will take place March 31 - April 2 at the beautiful bayside Monterey Plaza Hotel & Spa

Readers are encouraged not to miss the special video commemorating the 20th anniversary and celebrating the history of PBH set to debut at the meeting. The keynote speaker will be best-selling author Jason Ryan Dorsey, whose topic will be marketing to the Gen Y audience. Dorsey will offer his expertise on how to maximize impact for Gen Y using social media and other marketing efforts. 

In addition to the meetings, industry-relevant consumer and fruit and vegetable related research will be unveiled. Don’t miss Diane Hyson, Ph.D., M.S., R.D., Department Chair of Family and Consumer Sciences at California State University, who will present an updated perspective on the impact of fruit and vegetable consumption on health and wellness, or Cynthia Thomson, Ph.D., R.D., Associate Professor, Nutritional Sciences, University of Arizona, who will discuss behavior change related to fruits and vegetables. PBH will also present its newest consumer research findings focusing on the attitudes, beliefs, and intentions of Gen X and Gen Y moms regarding fruits and vegetables, with an added emphasis on low-income moms. 

If you’re looking for a way to reach important contacts, the industry will be well represented at PBH’s Annual Meeting. The Annual Meeting offers an excellent opportunity for networking with other industry members and for getting some valuable face-time with important retailers. PBH encourages readers to attend this yearly event and the Gala on the Coast Dinner-Auction-Dance that serves as its finale. New this year, plan to attend PBH’s At the Pebble Golf Tournament Saturday, April 2, 2011. 

Electronic registration has made it easy to register for all the Annual Meeting events, including the Gala on the Coast Dinner-Auction-Dance and PBH’s At the Pebble Golf Tournament, using one simple form! Take a look at the Annual Meeting Agenda Preview for more details on event timing. 

Registration for PBH’s 2011 Annual Meeting closes March 18, so make reservations now! Reserve a spot at all these exciting events online by visiting For more information on the meeting and events, contact PBH Executive Assistant Sharese Alston.

Website Poll: Would Restaurant Nutrition Info Help You Eat More Veggies?

As you may know, we have an ongoing poll available on the Fruits & Veggies—More Matters website that provides, not only an entertaining game for the visitors, but also a way to gather useful information about visitors and content for future updates. A recent poll asked consumers if seeing nutrition information on menus would help them to add more fruits and vegetables to their diet. From this, PBH can determine what content might offer consumers the most compelling case to increase their consumption and tips for them to do so. 

The question specifically asked, “Would Restaurant Nutrition Info Help You Eat More Veggies?” and asked responders to select from the responses Yes, they have fewer calories, I choose fruits & veggies anyway, I choose fruits & veggies mostly for taste, or No, I like to indulge when I eat out. Out of 111 poll responders, 42 percent (47) said yes, they would add more fruits and vegetables to their order if nutrition information were present on the menu because they have fewer calories, 32 percent (35) said they choose fruits & veggies anyway so the presence of nutrition information would not affect their orders, 14 percent (16) said they like to indulge when they eat out so the presence of nutrition information would not cause them to order more fruits and vegetables, and 12 percent (13) said they already eat enough fruits and veggies at restaurants so having nutrition information on the menu would not affect their orders. 

New poll questions will look to website visitors for information about their lifestyles and their current level of understanding of the importance of fruits and vegetables, driving new enhancements to the website. These polls have proved to be quite useful as they, along with many other forms of user feedback, have resulted in significant website additions and enhancements. For more information about the surveys or their results, contact PBH Nutrition Website Development Manager Sandra Ely.

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. 15, 2011 through March 1, 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:
Clifford Produce

Returning Trustees ($10,000+ Annual Contribution):
Rainier Fruit Company, Inc.
United Fresh Produce Association

Returning Donors:
Better Bags, Inc.
National Raisin Company
Westside Produce Company


For more information, contact Kristen Stevens.

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