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April 5, 2011

From the Chair: On Into our 21st Year
PBH Annual Meeting a Great Success
USDA Expands Fresh Fruit and Vegetable Program
USDA Seeks Input on Vegetable Nutrition Standards
Researchers Analyze Food Recalls Over a Decade
April Celebrated as Month of the Military Child
New Blog Gives Farmers More Online Presence
Nutrition Education Catalog Helps Kids Have Fun with Fruits & Veggies
Let’s Move Update: Spring Planting and Street Hockey
Website Poll: What is Your Favorite Green Vegetable?

From the Chair: On Into our 21st Year

I begin my year as chair of PBH’s Board of Trustees as the foundation celebrates its 20th anniversary. It’s fantastic to see where PBH has been and the video tracking its history that was shown at the Annual Meeting was truly moving. Together we’ve really done some wonderful things and I can see real opportunity in our future. 

Looking ahead, I see exciting news coming from fruit and vegetable research in terms of understanding exactly how and why eating them is so good for us. I see potential in marketing healthy fruits and veggies to Gen Y and enjoyed listening to Jason Ryan Dorsey talk about maximizing marketing efforts targeting the next generation of our customers. I see first lady Michelle Obama’s Let’s Move initiative, the 2010 Dietary Guidelines for Americans, additional funding for the Fresh Fruit and Vegetable Program, and proposed regulations to double fruits and vegetables in school meals, as signs that public officials are better understanding the health-giving power of fruits and vegetables, too. 

To keep the momentum going we need all PBH donors to become true advocates of the Fruits & Veggies—More Matters message. I see this reflected in the record number of Fruits & Veggies—More Matters Role Models and Champions honored at this year’s meeting. Step up to the challenge; make sure your company is listed among them next year! 

More support for Fruits & Veggies—More Matters and PBH really does matter, to our industry, to our consumers, and to our nation’s health. The time to act is now.  I encourage all of you, and everyone with a stake in increasing the consumption of fruits and vegetables, to fully support PBH and Fruits & Veggies—More Matters. Let’s see another record number of Fruits & Veggies—More Matters Role Models and Champions honored at next year’s Annual Meeting! 

Roger Pepperl, of Stemilt Growers, Inc.

PBH Annual Meeting a Great Success

PBH’s annual Board of Trustees and committee meetings were held March 31 - April 2 at the Monterey Plaza Hotel & Spa in Monterey, California. Attendance was excellent for the Annual Meeting, the Gala at the Coast Dinner and Auction, and the new At the Pebble Golf Tournament. 

The annual meeting featured a full explanation of results from PBH’s 2011 Gen X and Gen Y Mom Consumer Research by Zach Vetter, of OnResearch, Inc., and a discussion about how to maximize impact on Gen Y through social media and other marketing efforts led by best-selling author and keynote speaker, Jason Ryan Dorsey. Dianne Hyson, Ph.D., M.S., R.D., Department Chair of Family and Consumer Sciences at California State University, presented an updated perspective on the impact of fruit and vegetable consumption on health and wellness, and Cynthia Thomson, Ph.D., R.D., Associate Professor of Nutritional Sciences at the University of Arizona, provided information on changing fruit and vegetable eating behavior. Those presentations can be viewed on the PBH website

During the Annual Meeting, PBH trustees elected the 2011-12 officers. Roger Pepperl, Stemilt Growers, Inc., was elected chair; he has served as vice chair over the past year. Paul Palmby, Seneca Foods Corporation, was elected vice chair. Marty Ordman, Dole Food Company, Inc., will serve as secretary/treasurer. Andrea Astrachan, Ahold USA, will serve as immediate past chair. 

The board also elected at-large Executive Committee members: Rick Bruno, Sun-Maid Growers of California; Dionysios Christou, Del Monte Fresh Produce N.A., Inc.; Lori Miller, McDonald’s Corporation; Heather Mizrahi, The Walt Disney Company; Steve Tsujimoto, Safeway; Mac Riggan, Chelan Fresh Marketing; and Suzanne Wolter, Rainier Fruit Company. 

Committee and subcommittee chairs and vice-chairs were also elected during the meeting. Gaines Chamberlain, Food Lion Stores, Inc., will serve as chair of the consumer marketing and communications committee, while Don Goodwin, Golden Sun Marketing, assumes chairmanship of the foundation’s donor marketing and outreach committee. 

This year’s Annual Meeting also included PBH’s 20th Anniversary celebration! A moving video chronicling the history of PBH and hinting at the future was shown during the General Session. 

The Role Models Luncheon was well attended. in all, 57 awards were distributed at this event to honor Retail, Supplier, and Public Health Role Models and Champions. This is the most awards PBH has ever handed out in a singel year. For more information, view the PBH press release

The 2011 Gala at the Coast Dinner-Auction and Dance was also well attended and a good time was had by all. Enthusiastic bidding for this year's great auction items was followed by a delicious meal, and then dancing to the music of The Money Band. 

PBH also wishes to thank the meetings’ sponsors again. Gold level sponsors: DelMonte Fresh Produce N.A., Inc., Done Food Company, Inc., Seneca Foods Corporation, Syngenta Corporation, and Taylor Farms; Silver level sponsor: Grimmway Farms; Bronze level sponsors: Giorgio Fresh Mushrooms, McDonald’s Food Corporation, and Produce Marketing Association; Benefactor level sponsors: California Avocado Commission, Chelan Fresh Marketing, Monsanto Vegetable Seed, Rainier Fruit Company, Inc., and Sun-Maid Growers of California; and Friend level sponsor: On Research, Inc.

USDA Expands Fresh Fruit and Vegetable Program

In the 2011/2012 school year, USDA will make $158 million in funding available for the Fresh Fruit and Vegetable Program. This funding will allow the program, which provides free fresh fruits and vegetables to children throughout the school day, to serve an expanded number of schools in the coming year. 

The Fresh Fruit and Vegetable Program is authorized by the 2008 Farm Bill and separate from the National School Lunch and School Breakfast programs. Under the program, agencies in all 50 states, the District of Columbia, Guam, Puerto Rico, and the Virgin Islands distribute the funds to qualified schools. The program introduces schoolchildren to a variety of produce they otherwise might not have the opportunity to try. 

The $48 million increase in funding for the Fresh Fruit and Vegetable Program represents a 40 percent increase since last fiscal year. The USDA estimates between 600,000 to 950,000 additional children will benefit from the latest increase in spending on the program. 

For more information on Fresh Fruit and Vegetable Program funding by state, view this PDF. For more information on the Fresh Fruit and Vegetable Program, visit USDA’s website.

USDA Seeks Input on Nutrition Standards for School Meals: Includes Doubling Fruits and Veggies

The U.S. Department of Agriculture (USDA) has published a request for comments on how to incorporate their 2010 Dietary Guidelines for Americans into the proposed updated nutrition standards for school meals. All comments should be submitted under the proposed rule, “Nutrition Standards in the National School Lunch and School Breakfast Programs,” at Proposed breakfast changes include doubling fruit at breakfast, from ½ cup to 1 cup per day.  Proposed changes for lunch include doubling both fruit and vegetables at lunch, from ½-1 cup of fruit and vegetables combined per day currently, to ¾-1 cup of vegetables plus ½-1 cup of fruit per day.  Deadline for comments is April 13.

Researchers Analyze Food Recalls Over a Decade

Researchers at Queen’s University Belfast have completed the first ever analysis of all the food recalls announced in the USA, UK, and Ireland over the last decade. The research identified 2,439 food recalls over the past ten years. Of the product recalls the team identified, only 11 percent were noted to involve fruits and vegetables. For more information about this study, contact Anne-Marie Clarke of the Queen’s University Communications Office at

April Celebrated as Month of the Military Child

The Defense Commissary Agency (DeCA) has declared April the Month of the Military Child and is coordinating several events to commemorate this worldwide. Programs for the month range from a chance to win a free bicycle to kid-friendly produce displays and child development tours. 

Children visiting their local commissary can pick up a Fruit & Veggie Eater Meter and track their fruit and vegetable consumption for a week. Upon completing the Eater Meter record, children will be able to submit it in a drawing to win a free bicycle. The Fruit & Veggie Eater Meter is also available online at More than 20 bicycles will be distributed through commissaries as part of this contest. Some commissaries will also feature a produce Kids' Zone, a colorful display section that places fresh fruits and vegetables at a child's eye level. Store tours that focus on good nutrition and consuming more fruits and vegetables will also be conducted at some locations. 

Posters related to the DeCA's observance of the Month of the Military Child are available online at For more information about events surrounding the Month of the Military Child, contact DeCA public affairs specialist Kevin Robinson at

New Blog Gives Farmers More Online Presence

Gayle Anderson is working to consolidate agricultural blogs from all over the country as a way to help connect the consumer with the farmer. She is looking for help from other fruit and/or vegetable farm bloggers. Her new blog,, is still a work in progress, and once it is in its final form Anderson plans to change the site over to a address. Please check out Anderson’s blog and provide her will any help you can. For more information, you can contact Gayle Anderson using her e-mail address,, or read her own blog, www.idahofarmwife.neti.

Nutrition Education Catalog Helps Kids Have Fun with Fruits & Veggies

The 2011 PBH Nutrition Education Catalog is packed full of items designed to help children have fun with fruits and vegetables and to make them want to eat more! Here are some items designed to motivate kids to consume more fruits and vegetables and teach them about good nutrition. 

The Let's Count Fruits and Vegetables Activity Guide is full of ideas for fun activities centered on fruits and vegetables. The guide comes with a set of 12 colorfully illustrated, laminated counting cards that are great for teaching children sequencing, matching, counting, categorizing, and identification. This kit is designed to be used multiple times and geared toward kids ages 4-7. 

Children can enjoy painting while they learn where fruits and vegetables come from with the Fruits & Veggies Where Do They Grow? activity book. The tear-out pages have paint right on them, allowing for endless hours of fun. A non-toxic paint palette is included on every page. 

The thoughtful and engaging storybook, All Our Fruits and Vegetables, shows kids where and how a variety of colorful fruits and vegetables are grown. It also encourages kids to taste new and unique produce. This paperback is recommended for children ages 3-6. 

You can find these nutrition education items along with many others in the 2011 PBH Nutrition Education Catalog at

Let’s Move Update: Spring Planting and Street Hockey

Spring has sprung and seeds have been sown in first lady Michelle Obama’s third White House vegetable garden. Mrs. Obama will author a book on the White House garden to be published next year. She has also partnered with the National Hockey League (NHL) and USA Hockey to increase kids’ interest in the game. 

This year, the White House garden encompasses 1,500 square feet. The plants are in raised beds to make weeding easier. This year’s crop consists of a wide range of fruits and vegetables, including artichokes, spinach, peas, lettuce, blueberries, kale, beets, and purple broccoli from Monticello, Thomas Jefferson's estate in Virginia. 

New York-based Crown Publishing Group says that the first lady will write a book telling the story of the White House garden and how improved access to fresh, locally grown food can promote healthier eating habits for families and communities. The book remains untitled as yet, but will include photographs of the White House garden throughout the seasons as well as community, urban, and school gardens around the country. The book is slated for release in April. The first lady refused to accept an advance for the book and will donate all proceeds to charity. 

The Stanley Cup winning Chicago Blackhawks joined kids from Chicago and Washington, DC.  in a friendly game of hockey in the season’s first South Lawn Series event. Click this link to view a video of this event. Before the clinic started, Let’s Move announced its collaboration with NHL and USA Hockey to increase the amount of street and ice hockey clinics nationwide. November has been declared Try Hockey for Free Month. The NHL will also air a PSA featuring the first lady to get more kids to try hockey. 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.

Website Poll: What is Your Favorite Green Vegetable?

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 to name their favorite green vegetable. 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, “What is your favorite green vegetable?” and asked responders to select from the responses Lettuce, Broccoli, Cucumbers, Green Beans, Green Beans, Soybeans, Other, or I Don’t Like Anything Green. Out of 108 poll responders, 37 percent (40) chose broccoli, 14 percent (15) said Green Beans, 14 percent (15) selected Cucumbers, 13 percent (14) said other, 11 percent (12) selected brussels sprouts, 7 percent (8) chose lettuce, 3 percent (3) said they didn’t like anything green, and 1 percent (1) picked soybeans. 

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 March 15, 2011 through March 29, 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:
To-Jo Mushrooms, Inc.

Returning Trustees ($10,000+ Annual Contribution):
Duda Farm Fresh Foods, Inc.
Giumarra Companies
Stemilt Growers, Inc.

Donors Who Increased Their Annual Contribution:
Crunch Pak, L.L.C.
Heartland Produce

Returning Donors:
Banacol Marketing Corporation
Fruit Growers Marketing Association
Fundacion Proagroin ZN
J & J Distributing Company
John B. Martin & Sons Farms, Inc.
K-VA-T Food Stores, Inc.
New York Apple Association, Inc.
Pasquinelli Produce Co.
Produce Distribution Center, LLC
San Joaquin Tomato Growers, Inc.
Sunrise Growers Frozsun Foods
U.S. Highbush Blueberry Council


For more information, contact Kristen Stevens.

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