Produce For Better Health Foundation

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April 13, 2012

From the Chair: Increasing Fruit & Vegetable Consumption Together
PBH Annual Meeting a Success
USDA Grants Available for Farmers Market Promotion Program

From the Chair: Increasing Fruit & Vegetable Consumption Together

As I begin my year as the Chairman of the Produce for Better Health Foundation Board of Trustees I do so with nervous anticipation. I am very honored to have been asked to serve. On a professional level, I come to the organization as a canned and frozen processor with more than 25 years in the industry and a strong belief that our mission of increasing consumption of Fruits and Vegetables in All Forms is one that the entire industry can embrace. On a personal level I believe passionately that PBH is the "right" organization, with a consistent and credible message to help educate the public about the benefits of increasing the consumption of Fruits and Vegetables for "their" better health. We are an organization that can only be effective with the support of the industry, and we must continue to be that advocate for the healthy products we provide.

As we look forward, I think it is clear that we are an industry that is central to the discussion among health professionals and regulators to major retailers about the efforts to help educate the public on the relative health benefits of the myriad of food choices they today. Increasing Fruit and Vegetable consumption is clearly very well positioned in those discussions. I believe that PBH can play an important role as advisor and credible expert in assuring that the integrity of the positioning of our products by these groups is consistent with nutritional science and the guidelines developed through PBH’s public-private partnership with CDC. Keeping to those precepts will only benefit our industry.

The efforts of PBH really do matter and can only happen with the generous support of our Donors. I would like to thank each of you for your support and encourage you to not only continue what you have done but look for opportunities to become an even greater advocate for PBH. We all have an important stake in assuring that the message and the passion for which it is delivered continues through our ongoing support. Of all the industry organizations that seek our support there are none who have a more important mission than PBH. I challenge each of you to reach out to those in the industry who, for one reason or another, do not support PBH and encourage them to learn about our mission and our message in order to get involved and become donors. PBH is that respected and credible advocate that will benefit us all. Our industry can only benefit from such a voice.

Paul Palmby, of Seneca Foods Corporation

PBH Annual Meeting a Success

PBH’s Annual Meeting was held March 29 – March 31 at the Monterey Plaza Hotel & Spa in Monterey, California. Attendance was excellent for the event, which included the General Session, Golf Tournament, and Gala for Good Health Silent Wine Auction and Casino Night Fundraiser.

The Annual Meeting provided valuable consumer insights and marketing strategies for attendees. Michael Sansolo, Retail Food Industry consultant, offered a detailed model to help participants position their products and companies win in a complex marketplace. Jason Riis of Harvard Business School and Joseph Rice of Brigham Young University showcased current work being done in the field of behavioral economics and psychology that has been shown to increase the consumption of fruits and vegetables. Keynote speaker Scott Stratten, president of, discussed marketing, social media, and what it takes to get customers engaged. A panel of diverse Moms and their children were available to discuss what impacts their fruit and vegetable purchases, providing a direct link with the consumer for attendees. Presentations are now available online on the PBH website.

During the Annual Meeting, PBH Board of Trustees elected the 2012-2013 officers. Paul Palmby, Seneca Foods Corporation, was elected Chairman; Marty Ordman, Dole Foods Company, Inc., was elected Vice-Chairman; Gaines Chamberlain, Food Lion, Inc., was elected Secretary/Treasurer; and Roger Pepperl, Stemilt Growers, Inc., was elected immediate past-chairman.

The Role Model & Champion Luncheon was also held at the Annual Meeting, honoring those organizations and individuals who support the Fruits & Veggies—More Matters® message. A total of 69 awards were distributed to Retail, Supplier, and Public Health Role Models and Champions. For more information, read the corresponding press releases for industry and retail honorees.

PBH wishes to once again thank this year’s sponsors who made the Annual Meeting possible. Platinum level sponsor: Sun-Maid Growers of California; Gold level sponsors: Del Monte Fresh, Dole Food Company, Inc., and Syngenta Corporation; Silver level sponsors: C.H. Robinson Worldwide, Inc., Grimmway Farms, McDonald’s Corporation, Seneca Foods Corporation, and Taylor Farms; Bronze level sponsors: Giorgio Fresh Mushrooms and Wells Fargo; Benefactor level sponsors: Chelan Fresh Marketing, IFCO Systems, and Rainier Fruit Company, Inc.; and Friend level sponsors: HM-CLAUSE, Monsanto Vegetable Seeds, and Produce Marketing Association.

USDA Grants Available for Farmers Market Promotion Program

The USDA announced last week that it is seeking grant applicants for the 2012 Farmers Market Promotions Program. Approximately $10 million in grants is available for marketing operations like farmers markets, community supported agriculture, and road-side stands. The goal is to increase the availability of local agricultural products in communities and strengthen farmer-to-consumer marketing efforts. Projects that expand healthy food choices in food deserts or low-income areas will receive additional consideration.

To learn more about the program or to apply for a grant, please visit You can also read the full USDA press release about grant availability.

PBH is pleased to recognize the following companies who have contributed their support to the Foundation from March 26, 2012 through April 11, 2012. Your generous contributions help support PBH’s 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.

Returning Trustees ($10,000+ Annual Contribution):
California Avocado Commission
Grimmway Farms
Sun-Maid Growers of California

Returning Donors:
Capital City Fruit Company, Inc.
Greene River Marketing, Inc.
Hungenberg Produce, Inc.
John B. Martin & Sons Farms, Inc.
Pasquinelli Produce Co.
Produce Distribution Center, LLC
Schnuck Markets, Inc.
Southeast Produce Council
Status Gro
Sunrise Growers Frozsun Foods
White Rose Frozen Food, Inc.


For more information, contact Kristen Stevens.


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