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April 15, 2011
Articles

Moms Report Presence of Logo More Likely to Influence Purchase
Health Benefits of Fruits & Vegetables and Behavioral Economics Literature Reviews
Use the Fruit & Veggie Happenings Page to Promote Events and Activities
PBH Comments on USDA Nutrition Standars for School Meals
Americas More Matters Pledge Passes 2,500 Pledges
PBH Seeks Role Models and Champions
FDA Seeks Comments on Calorie Labeling on Menus and Vending Machines


Moms Report Presence of Logo More Likely to Influence Purchase
 

Results from PBH’s Annual Mom Survey are in! The results were reported by Zach Vetter, of OnResearch, Inc., at PBH’s Annual Meeting in Monterey. Moms report that they are more familiar with the
Fruits & Veggies—More Matters® brand logo and more likely to be motivated to purchase a product that carried the
Fruits & Veggies—More Matters brand logo than two years ago, 47 percent now versus 40 percent then. 
 

Gen Y Moms reported more awareness of the
Fruits & Veggies—More Matters logo than Gen X Moms, and lower income Moms were slightly more likely to be aware of the logo than higher income Moms. Both Gen X and Gen Y Moms were equally likely to be motivated by the Fruits & Veggies—More Matters brand logo with lower income Moms more likely to be motivated by the brand logo than higher income Moms. Gen Y Moms were more likely to associate the
Fruits & Veggies—More Matters brand logo on packaging with “provides a serving of fruit and/or vegetables” than Gen X Moms, with no significant differences by income. 
 

Moms stated that, families are eating more fruit and about the same amount of vegetables as last year, with younger Moms saying they serve more than their older counterparts. On average, they consume 2.76 servings of fruit and 2.57 servings of vegetables per day. This is up from last year’s report of 2.68 servings of fruit and statistically the same as last year’s 2.58 servings of vegetables. However, reported consumption differs among age groups. Gen X Moms report the consumption of 2.62 servings of fruit and 2.54 servings of vegetables each day on average while Gen Y Moms report that their families eat more fruit, 3.22 servings, and more vegetables, 2.68 servings, on average each day. Moms also differed on consumption by income level with higher income Moms eating more fruits and veggies than lower income Moms. 
 

The Internet remains the most effective medium for communication with Gen X and Gen Y Moms. The Fruits & Veggies—More Matters website, www.FruitsAndVeggiesMoreMatters.org, offers Moms a great deal of advice for overcoming barriers to fruit and vegetable consumption, in the online environment to which they are most likely to turn to for this type of advice. Industry members can help Moms find the information they need by linking to the Fruits & Veggies—More Matters website from their own websites and by talking about Fruits & Veggies—More Matters in consumer-directed messaging. 
 

This is the sixth year PBH has conducted their Annual Moms Survey. The survey was designed to assess attitudes and behaviors in relation to fruits and vegetables and to track changes in these attitudes and behaviors over time. Over 1,200 Gen X Moms, women born between 1965 and 1979 with children under the age of 18 living at home, and almost 400 Generation Y Moms, women born between 1980 and 1990 with children under the age of 18 living at home, completed the survey between January 14 and January 31, 2011. Results were also correlated based on the Moms’ reported income level for some questions. 
 

For more information about the survey and its results, view a long and short presentation of the Moms Survey report on the PBH website.


Health Benefits of Fruits & Vegetables and Behavioral Economics Literature Reviews
 

Two new literature reviews were announced at PBH’s Annual Meeting in Monterey, on April 1. The first of these reviews is an update to one conducted in 2006 and is a summary about the state of the science surrounding the health benefits of fruits and vegetables. This is the fourth such review in PBH’s 20-year history. The second review is the first of its kind for PBH and basically summarizes the science around changing fruit and vegetable consumption using behavior change theory as its basis. 
 

Because PBH desires to have both reviews published in the peer-reviewed scientific literature, the reports are only available on a limited basis until then. It’s important to have these reviews included in the scientific literature so that researchers world-wide can find them easily. Presentations summarizing the literature reviews can be found online in the Board Communications section of the PBH website.  PBH donors who would like to see a copy of the literature reviews should contact PBH President Elizabeth Pivonka.


Use the Fruit & Veggie Happenings Page to Promote Events and Activities
 

The Fruits & Veggies—More Matters consumer website’s interactive Fruit & Veggie Happenings page offers donors the opportunity to upload fruit and veggie related activities, promotions, contests, and events to help extend their consumer marketing and education efforts. Consumers use this page to search for activities in their local community by typing in their zip code. 
 

Several new events have been added including, Farm the Outfield, Lunch ‘n Learn, Eat FAV 5, Farm/Garden, the Tennessee Gleaning Network, Fresh Fruits and Vegetables, the Every Day Every Way Mushroom Recipe Contest, and I’ll Just Have a Salad. These and previously uploaded events have been promoted on Twitter and Facebook, and Fruits & Veggies—More Matters will continue to promote newly added activities in this way. Add an event today! 
 

This is the perfect place to promote spring and summer fruit and vegetable or nutrition related activities and events. Photos, PDFs, and information about the same event or activity occurring at multiple locations can also be uploaded, making it easy and convenient to populate this interactive tool. Visit the Fruit & Veggie Happenings page today and for help uploading events and activities, contact PBH Administrative Assistant Janet Skibicki.


PBH Comments on USDA Nutrition Standards for School Meals
 

The U.S. Department of Agriculture (USDA) requested comments on how to incorporate their 2010 Dietary Guidelines for Americans into the proposed updated nutrition standards for school meals. PBH submitted comments supporting some recommendations and opposing others, along with some general comments. Click here to see a PDF of the submitted comments.


Americas More Matters Pledge Passes 2,500 Pledges
 

Consumers nationwide are promising to eat more nutritious fruits and vegetables with the America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! pledge campaign. The pledge is featured on the Fruits & Veggies—More Matters website, www.FruitsandVeggiesMoreMatters.org, and has now collected over 2,600 pledges! 
 

Help PBH spread the word about the America’s More Matters Pledge to get consumers excited about promising to eat MORE! PBH encourages the industry to invite consumers to take the America’s More Matters Pledge in their own marketing efforts and to link to the pledge from their own websites. Each pledge taken can make a real difference in fruit and veggie consumption and in the health of our nation.


PBH Seeks Role Models and Champions
 

PBH is looking for retailers, growers, shippers, processors, and public health organizations to become Fruits & Veggies—More Matters Role Models and Champions. These companies' efforts will be identified and referenced in PBH's ongoing public relations activities via consumer and trade press releases, social media activity, and in PBH’s annual report. There will also be a special luncheon at the 2012 Annual Meeting to celebrate PBH's retail and supplier role models. 
 

Using the promotional tools provided in the Retailer and Supplier toolkits is a good start toward achieving Role Model status, and the best place to begin is by adding the Fruits & Veggies—More Matters web button to the company website as a link to www.FruitsAndVeggiesMoreMatters.org
 

For more information on becoming a Supplier Role Model or Champion you can view PBH's Supplier Role Model criteria, fill out this short questionnaire, and return it to PBH Database Associate Allison Kissel. For more information on becoming a Retail Role Model or Champion you can view PBH's Retail Role Model criteria or contact PBH Development Director Renee Bullion. For more information on becoming a Public Health Role Model or Champion, contact PBH Senior Vice President Kristen Stevens.


FDA Seeks Comments on Calorie Labeling on Menus and Vending Machines
 

The U.S. Food and Drug Administration (FDA) has issued two proposed regulations regarding calorie labeling on menus and menu boards in chain restaurants, retail food establishments, and vending machines. The menu labeling rule applies to chain restaurants and similar retail food establishments, while a companion rule proposes calorie posting for food sold in vending machines. The FDA is seeking public comments on both proposed rules. Comments on the proposed rule for menu labeling will be accepted until June 6, 2011, while comments on the proposed rule on vending machines may be submitted until July 5, 2011. The FDA plans to issue final rules before the end of this year. For more information and instructions on logging in a comment, read the FDA’s press release.



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 29, 2011 through April 7, 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:
Jem-D International Greenhouse Vegetables


Returning Trustees ($10,000+ Annual Contribution):
Domex Superfresh Growers
Sun-Maid Growers of California
Welch's


Returning Donors:
Spartan Stores, Inc.
Tanimura & Antle
Times Super Markets

 

For more information, contact Kristen Stevens.


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