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April 9, 2010

From the Chair: Your Support Matters
Donors Increase Their Support of PBH
Health Care Reform May Have a Positive Affect on PBH
Three New Fruits & Veggies—More Matters PSAs Debut
Read All About It!
Fruits & Veggies—More Matters Consumer E-Mail Gets an Update
PBH Annual Report Now Available
Let’s Move Update: First Lady Addresses GMA
Health Beat: Institute of Medicine
Website Poll: Label Reading

From the Chair: Your Support Matters

I begin my year as chair of PBH’s Board of Trustees at a very exciting time for the fruit and vegetable industry. In February, first lady Michelle Obama announced her new Let’s Move initiative with the goal of solving the epidemic of childhood obesity within a generation. The Let’s Move initiative contains numerous references to fruits and vegetables and the role they have to play in the fight against childhood obesity. We know that by leading people to eat more fruits and vegetables, we can help to turn the tide on this disturbing trend.

Just last month several produce industry members, including Taylor Farms, Seneca Foods, and Produce Marketing Association, declared that they were increasing their commitment of financial support for PBH. Their increased contributions will help us strengthen our efforts to increase fruit and vegetable consumption for better health. This shows their belief in PBH’s mission and effectiveness.

Also, brand new data from our 2010 Gen X Moms Survey and the latest State of the Plate Study on America’s Consumption of Fruits & Vegetables will be revealed at the board of trustees meeting, April 8-10, 2010. This new data gives us a look into the way consumers think that can help shape new content for PBH websites and can be used to generate noteworthy stories for the media. In addition, it provides knowledge to the industry of their primary customers, the shoppers.

I see real opportunity in our future. With fruits and vegetables in the news as being part of the solution that will lead a generation of Americans to better health, increasing support from donors who believe in us, and new data on consumption and the effectiveness of the
Fruits & Veggies—More Matters brand, PBH has an excellent opportunity to reach consumers and persuade them to increase their intake of fruits and vegetables. To keep the momentum going, we need all PBH donors to become true advocates of the Fruits & Veggies—More Matters message.

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. Feature the Fruits & Veggies—More Matters logo on product packaging and in signage. Remember the basics: include Fruits & Veggies—More Matters in weekly advertising circulars and add a link to on your website. Then add a second tier of support by talking about Fruits & Veggies—More Matters in your company’s social networking outreach and on your blog. Engage consumers by promoting the Your Healthy Life & You contest, directing them to for recipes, nutrition information, and advice, and don’t forget to promote to get the youngest consumers interested in fruits and vegetables. 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 both websites.

More support for Fruits & Veggies—More Matters and PBH really does matter, to our companies, 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.

Andrea Astrachan, Ahold USA

Donors Increase Their Support of PBH

Taylor Farms, Seneca Foods, and Produce Marketing Association have all recently announced that they are increasing their financial commitment to PBH over the next five years. These three join other long-time $50,000+ annual PBH donors, including Paramount Farms, Stemilt Growers and Syngenta, who have been at or above the $50,000 level for several years.

PBH is very pleased to receive this pledge of support for our mission of increasing fruit and vegetable consumption for the better health of all Americans. That these organizations are willing not only to increase their own donation, but also to encourage their peers to do the same, is inspiring.

PBH will announce the names of other companies declaring their increased pledge commitment to PBH in upcoming media outreach efforts as a way to thank them, and to encourage the entire industry to commit to PBH the way PBH is committed to increasing fruit and vegetable consumption.

Health Care Reform May Have a Positive Affect on PBH

The signing of the health reform bill made approximately 15 billion dollars dedicated to community prevention available to expand and sustain national investment in prevention and public health programs over the next ten years. About a half billion dollars of this funding will move directly to U.S. communities through community grants that will be dedicated by the end of September. These grants will be used to reduce chronic disease and injury rates. PBH will continue to apply for grant funding as new opportunities arise.

Three New Fruits & Veggies—More Matters PSAs Debut

Swardlick Marketing recently redesigned the 5 A Day PSAs titled “The Color of Life,” “Paper Dolls,” and “School Daze” to incorporate the
Fruits & Veggies—More Matters® logo. These PSAs were included in WestGlen Communications’ March 23rd satellite feed at no cost to PBH. WestGlen is not providing SIGMA encoding or tracking of the PSAs, so that data will not be available.

These PSAs were also uploaded to the Fruits & Veggies—More Matters You Tube channel and to the Fruits & Veggies—More Matters facebook page and garnered more You Tube subscribers and facebook fans for the brand. These videos have since been copied by others and are popping up all over You Tube. This type of activity is called “viral marketing” and is the best thing that can happen to a video on the internet. This viral activity will generate more exposure for the brand, taking the message that eating more fruits and vegetables really does matter for better health to a wider audience.

PBH donor Syngenta also plans to add a reformatted version of the PSA “The Color of Life” to their own You Tube Channel soon. Check out these new PSA videos today, and while there, take the opportunity to subscribe and become a fan of Fruits & Veggies—More Matters.

Read All About It!

Fruits and vegetables make the news every day, and now it’s easy to keep up with all the latest just by visiting the
Fruits & Veggies—More Matters website, The new Fruit & Vegetable Daily News page offers a running list of the latest news stories on fruit and vegetable research, policy, and health news. Hover over the headline to stop the scrolling, or click the headline to read the article. The About the Buzz: Fruit & Vegetable Headlines section sorts out the fruit & veggie news from the myths and misinformation “they” keep buzzing about.  Look here to read PBH’s position on today’s headlines.

Fruits & Veggies—More Matters Consumer E-Mail Gets an Update

PBH’s free, bi-weekly Fruits & Veggies—More Matters e-newsletter has been updated, sporting a new look, a new name, Fruit & Veggie Voice, and a new leading teaser tied to our mission, Get the Scoop. Stay Smart about Your Family’s Health. As always, the newsletter highlights popular and new areas of the Fruits & Veggies—More Matters website and includes a current topic of interest devised to resonate with the targeted audience.

Subscribership and readership continue to be high as the newsletter drives several thousand visitors to the website each month. Along with the website and several social media tools, Fruit & Veggie Voice continues to be a primary tool for connecting with PBH’s target audience, keeping them in the loop about what’s currently happening in the fruit and vegetable arena and updating them on their favorite sections and topics available on the website.

Now is the perfect time to sign up to receive the Fruit & Veggie Voice and forward it to others who might be interested in subscribing.

PBH Annual Report Now Available

PBH’s 2009 Annual Report is now available! This report contains highlights from Fruits & Veggies—More Matters and PBH activities last year along with CARMA media analysis, consumer website visitor data, and numbers on licensed retailers and products approved to carry the logo. For more information, view the 2009 annual report.

Let’s Move Update: First Lady Addresses GMA

On February 9, first lady Michelle Obama announced her Let’s Move initiative aimed at eliminating childhood obesity in this generation.  As a new feature in PBH Direct!, the Let’s Move Update will keep readers informed about the latest happenings relating to this important initiative.

Tuesday, March 16, Michelle Obama took the message of her Let’s Move initiative to the Grocery Manufacturers Association (GMA) conference. In her keynote address, Mrs. Obama acknowledged the strides the industry has made in regards to promoting healthy habits for children. But she also challenged the industry to do more and to “step it up” for the sake of our youngest generation, calling for a fundamental shift in the products companies make and the information they present to consumers. For more information on the first lady’s address, read the announcement on the Let’s Move website, or read GMA’s press release.

On Tuesday, March 30, the Let’s Move initiative released an e-mail, which can be read online here, written by Dr. Judith S. Palfrey, FAAP, President, American Academy of Pediatrics. In that e-mail, Dr. Palfrey states that she was honored to stand beside first lady Michelle Obama when she launched Let’s Move and that the Academy is calling on every pediatrician to calculate body mass index (BMI) for every child over the age of two at every well-child visit. She goes on to say that they are encouraging their 60,000 member pediatricians to give out official child-friendly “prescriptions” for healthy, active living (good nutrition and physical activity) at every well-child visit. Using these “prescriptions,” the pediatricians will work with families to set goals for good eating habits and physical activity.

Health Beat: Institute of Medicine

This edition’s featured organization is the Institute of Medicine. The Institute of Medicine (IOM) is an independent, nonprofit organization that works outside of government to provide unbiased and authoritative advice to decision makers and the public. It serves as advisor to the nation to improve health. Many of the studies the IOM undertakes begin as specific mandates from Congress or are requested by federal agencies and independent organizations. The IOM also convenes a series of forums, roundtables, and standing committees, as well as other activities, to facilitate discussion and cross-disciplinary thinking.

The IOM has an extensive history of examining the nation’s nutritional well-being and providing sound information about food and nutrition, which carries a great deal of weight in our national nutrition policy.  For example, the IOM is actively working on topical areas of relevance to fruits and vegetables. These include:

Obesity Prevention Policies for Young Children
This committee is currently reviewing factors related to excess weight and obesity in infants, toddlers, and preschool children (birth-5 years), with an emphasis on nutrition and physical activity. Any focus on nutrition and obesity likely includes some role for fruits and vegetables.

Examination of Front-of-Package Nutrition Rating Systems and Symbols
On behalf of FDA and CDC, the IOM is undertaking a review of front-of-package nutrition rating systems and symbols as a step toward clearing up consumer confusion about these rating systems. This has potential ramifications for any packaged food, including fresh-cut or processed fruits and vegetables.
Review of Child and Adult Care Food Program Meal Requirements

An IOM committee has undertaken a study to review and provide recommendations to update the meal requirements for USDA’s Child and Adult Care Food Program (CACFP). The committee is reviewing and assessing the nutritional needs of the target populations based on the Dietary Guidelines for Americans and the Dietary Reference Intakes and using that review as a basis for recommending revisions to the meal requirements. Any discussion about aligning meal requirements with the Dietary Guidelines for Americans bodes well for fruits and vegetables.

Childhood Obesity Prevention Actions for Local Governments
An IOM committee has examined evidence on childhood obesity prevention efforts by local government entities, with a focus on identifying promising practices, and has developed a set of recommended practices for local governments, released in 2009. These recommendations include improving access to and consumption of healthy affordable foods, particularly fruits and vegetables; reducing access to and consumption of calorie-dense, nutrient-poor foods; and raising awareness through media and social marketing about the importance of healthy eating to prevent childhood obesity.
Strategies to Reduce Sodium Intake
Another IOM committee reviews and makes recommendations about various means that could be employed to reduce dietary sodium intake to levels recommended by the Dietary Guidelines for Americans. This report was publicly released in February. PBH will review these recommendations to determine their impact on processed fruits and vegetables.

For more information specific to food and nutrition at the IOM, visit their website.

Website Poll: Label Reading

As you may know, we have an ongoing poll available on the
Fruits & Veggies—More Matters website that provides PBH with a way to gather useful information about the visitors as well as content for future updates.  We recently polled visitors about their understanding of food labels. From this we can learn the level of knowledge visitors have about food labels and how we may better present the How to Read a Food Label section of the website.

The question specifically asked, “Do you know how to read a food label?” and asked responders to select from the responses Yes, I understand them fully; Yes, but I’m unclear about some things; No, not really; or What's a food label. Out of 128 poll responders, 50 percent (64) said they read food labels and fully understand them, 43 percent (55) said they read food labels but are still unclear about some things, 6 percent (8) said they don’t really read food labels, and only 1 percent (1) said he/she didn’t know what a food label was.

New poll questions will ask 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 over the past couple of years. 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 16, 2010 through April 6, 2010. 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 West Coast Fund Development Director Jennifer Armen-Bolen or PBH East Coast Fund Development Director Renee Bullion.

Returning Trustees ($10,000+ Annual Contribution):
California Avocado Commission
Chiquita Brands International/Fresh Express
Hass Avocado Board
Pactiv Corporation
Syngenta Corporation
Wild Blueberry Association of North America

Returning Donors:
California Strawberry Commission
Eastern Produce Council
Fruit Growers Marketing Association
Greene River Marketing, Inc.
Hy-Vee, Inc.
J & J Distributing Company
John B. Martin & Sons Farms, Inc.
National Raisin Company
NatureSeal, Inc.
Produce Distribution Center, LLC
Redner's Markets, Inc.
Roundy's Supermarkets, Inc.


About Our Sponsor: Syngenta

Syngenta supports growers with outstanding seed genetics; products to protect growing crops from weeds, insects and diseases; and technologies to guard produce from disease during processing and distribution. Visit Syngenta's Web site for more information.


For more information, contact Kristen Stevens.

PBH Direct! Archive

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