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April 23 , 2010

Board of Trustees Election Results
PBH Annual Meeting a Success
PBH Gains Valuable Media Exposure in March
Final Meeting of Dietary Guidelines Advisory Committee to be Held Online
Let’s Move Update: First Lady Holds Town Hall Meeting
Fruits & Veggies and Cognitive Function

Board of Trustees Election Results

During their annual meeting April 8-10, 2010, PBH trustees elected the 2010-11 officers.  Andrea Astrachan, Ahold USA, was elected chairman; she has served as vice chairman over the past year. Roger Pepperl, Stemilt Growers, Inc., was elected vice chairman. Paul Palmby, Seneca Foods Corporation, will serve as secretary/treasurer. Paul Klutes, C.H. Robinson Worldwide, Inc., will serve as immediate past chair.

The board also elected at-large Executive Committee members: Rick Bruno, Sun-Maid Growers of California; Gaines Chamberlain, Food Lion Stores, Inc.; Dionysios Christou, Del Monte Fresh Produce N.A., Inc.; Lori Miller, McDonald’s Corporation; Heather Mizrahi, The Walt Disney Company; Jim Sarcletti, Save-A-Lot Food Stores; and Suzanne Wolter, Rainier Fruit Company.

Committee and subcommittee chairs and vice-chairs were also elected during the meeting. Marty Ordman, of Dole Food Company, Inc., will serve as chair of the consumer marketing and communications committee, while Mac Riggan, of Chelan Fresh Marketing, assumes chairmanship of the foundation’s donor marketing and outreach committee. For more information, read PBH’s press statement.

PBH Annual Meeting a Success

PBH’s annual Board of Trustees and committee meetings were held April 8-10, 2010, at the "Castle on the Coast," the beautiful Ritz-Carlton in Half Moon Bay. This was a new venue for PBH’s annual event and many positive comments were received about the property.

The Role Models Luncheon was well attended. Awards were distributed at this event to honor Role Models: Ahold USA, Inc., A&P, Food Lion, Chelan Fresh Marketing, C.H. Robinson Worldwide, Inc., Kroger, Rainier Fruit Company, Inc., Safeway, Savemart, Schnucks, Stemilt, Supervalu, Weis Markets, and Welch’s, and Champions: Associated Wholesale Grocers, Giorgio Fresh Mushrooms, Meijer and Phillips Gourmet Mushrooms. The 2010 Gala at the Castle Dinner-Auction and Dance was also well attended and a good time was had by all. A delicious meal was followed by enthusiastic bidding for great auction items, then dancing to the music of the Shan Johnson Band.

PBH’s annual meeting also featured a full explanation of results from our 2010 Gen X Moms Survey from Zach Vetter, of OnResearch, Inc., and data from the latest State of the Plate Study on America’s Consumption of Fruits & Vegetables from Joe Derochowski, Executive Director of The NPD Group, Inc. Nicole de Beaufort of Fourth Sector Consulting led a lively discussion of the use of social media as a marketing tool.

Those presentations and other reports can be viewed on the PBH website. PBH also wishes to thank the meetings’ sponsors again: C.H. Robinson Worldwide, Inc., Chelan Fresh, Gills Onions, Giorgio Fresh Mushrooms, Grimmway Farms, Guimarra, Harris Moran Seed Company, McDonalds, Mrs. Dash, Rainier Fruit Company, Inc., Stemilt, SunMaid Raisins, and Syngenta.

PBH Gains Valuable Media Exposure in March

The Fruits & Veggies—More Matters® message was picked up over and over again by the media during March, National Nutrition Month®.

The month began with the announcement of the new 2010 Nutrition Education Catalog which was picked up by industry press like Fresh Plaza and The Packer. Then PBH announced Shop Healthy! the first nutritional grocery guide app for the iPhone and found coverage in industry publications like Progressive Grocer, and also in other media outlets, like iPhone App Review and

PBH’s latest Fruits & Veggies—More Matters consumer contest, Your Healthy Life and You, was the subject of industry stories in The Packer,, Progressive Grocer, Capital Press, the Produce Industry Insider, and Fresh Plaza, and also in consumer media outlets like, Clarksville Online, and the Albert Lea Tribune. The contest even found mention in Spanish language media outlets like Portal Fruticola.

PBH CEO, Elizabeth Pivonka, offered up some tips for getting kids to eat more fruits and veggies that were carried by Health News Digest, Single Dad, the Okaloosa County Health Department, the Canby Herald, Web MD, the Green Summit Dispatch, the News Tribune, and others. Donors who increased their support of PBH were the topic of several industry stories including those run by The Packer, The Produce News, Fresh Plaza, Progressive Grocer, and again in The Packer.

Fruits & Veggies—More Matters was also mentioned, along with a link to, on several new blogs in March, including; The Family Fanatic, Bargain Babe, Living Healthy the Real Story, How to Become UnFat, Lemonade by the Gallon, and Be Fit NOLA. National Nutrition Month® also sparked mentions on blogs that have carried the Fruits & Veggies—More Matters message before, like Weigh Active and Healthy and Real Food Action.

PBH asks donors to customize and send Fruits & Veggies—More Matters press releases to local media outlets, such as daily and weekly newspapers, local radio and television stations, and any websites or blogs that discuss local events and activities. For more information or to pass along local media contact information, contact PBH Communications Specialist Jill LeBrasseur.

Final Meeting of Dietary Guidelines Advisory Committee to be Held Online

The Department of Agriculture (USDA) and the Department of Health and Human Services (HHS) will hold the sixth and final meeting of the Dietary Guidelines Advisory Committee online, via Webinar format, May 12.

USDA and HHS publish the Dietary Guidelines for Americans every five years. After a thorough review of the most current scientific and applied literature and open committee deliberations, the committee will provide its recommendations in the form of an advisory report to the secretaries of both departments. The May 12 Webinar meeting will include a review and discussion of the committee’s draft report. Topics to be discussed include Nutrient Adequacy; Energy Balance and Weight Management; Carbohydrates and Protein; Sodium, Potassium and Water; Fatty Acids and Cholesterol; Alcohol; and Food Safety and Technology. A draft agenda of the meeting will be posted at the Dietary Guidelines website,, as soon as it becomes available.

Members of the public are invited to attend the online Dietary Guidelines Advisory Committee Webinar meeting. Registration for the meeting Webinar is limited and will only be accepted until maximum capacity is reached. A link for meeting registration is available at the Dietary Guidelines website, A waiting list will be maintained should registrations exceed capacity.

There will be no opportunity for oral public comments during this online meeting. Written comments, however, are welcome and can be submitted at prior to this meeting. Comments not submitted electronically can be mailed, faxed, or delivered to Carole Davis, Co-Executive Secretary of the Dietary Guidelines Advisory Committee, Center for Nutrition Policy and Promotion, U.S. Department of Agriculture, 3101 Park Center Drive, Room 1034, Alexandria, VA 22301, or faxed to her at 703-305-3300.

Let’s Move Update: First Lady Holds Town Hall Meeting

On February 9, first lady Michelle Obama announced her Let’s Move initiative aimed at eliminating childhood obesity in this generation. The full presidential memorandum creating the task force can be viewed online. 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.

On March 16, President Obama announced the new interagency Childhood Obesity Task Force. The Let’s Move website invited interested parties to share thoughts and suggestions with comments due March 26. Then Friday, April 9, Mrs. Obama participated in a town hall style meeting, along with U.S. Surgeon General Dr. Regina Benjamin, Education Secretary Arne Duncan, Domestic Policy Council Director Melody Barnes, Office of Management and Budget Director Peter Orszag, Deputy Secretary of Agriculture Kathleen Merrigan and experts and practitioners from around the country to discuss the challenges.

On April first, the Partnership for a Healthier America announced the addition of key leaders in its effort to address the serious epidemic of childhood obesity. The organization named former Senate Majority Leader Bill Frist and Newark, N.J Mayor Cory Booker as honorary vice chairs, and appointed a nine member board of directors, including Dr. James R. Gavin III, who will serve as chairman. Other members of the board of directors are Deborah DeHaas, Peter Dolan, S. Lawrence Kocot, Deborah Landesman, Janet MurguĂ­a, Vivian Riefberg, William L. Roper, and Antronette K. Yancey. The partnership is working to mobilize the private sector, thought leaders, media, and local communities to action and further the goals of First Lady Michelle Obama’s Let’s Move campaign to curb childhood obesity within a generation. For more information, read this PDF of their complete press release.

Meanwhile, on April 7, Mrs. Obama participated in a town hall style meeting, with young people from schools across the country in the State Dining Room of the White House to discuss specific ideas about how to empower parents to make healthy choices for their children, provide healthy food at schools, improve access to healthy, affordable food in local communities, and get kids more physically active. During this meeting, in which winners of the StudentCam C-SPAN competition were selected to participate, first lady Michelle Obama talked about the importance of healthy eating and physical activity. The students were selected to participate in the C-SPAN event based on their participation in a StudentCam video competition on obesity. The Let’s Move campaign to curb childhood obesity is one of her major initiatives calling attention to the physical and emotional health of an entire generation and the economic health and security of our nation. A video of the town hall meeting can be viewed on C-SPAN’s website.

First lady Michelle Obama also kicked off an April 9 White House meeting where participants, representing a broad array of experts, industry leaders, and people who work on these issues every day, heard from other high ranking officials including Secretary of Education Arne Duncan, Secretary of Interior Ken Salazar, U.S. Surgeon General Regina Benjamin, Deputy Secretary of USDA Kathleen Merrigan, and Office of Management and Budget Director Peter Orzag on the importance of and efforts underway to address childhood obesity. Participants broke out into work groups based on the four Let’s Move pillars and brainstormed strategies to address obesity, which were then presented to the Presidential Task Force on Childhood Obesity. The Task Force is expected to release their report in May. 

In the past month, Let’s Move representatives visited Wellington Elementary in Louisville, Kentucky, and talked with child nutrition staff from South Carolina, Tennessee, Mississippi, and North Carolina.


The U.S. Department of Agriculture’s Economic Research Service has released a user's guide for the Eating & Health Module of the American Time Use Survey, which analyzes relationships among time use patterns and eating patterns, nutrition, and obesity; food and nutrition assistance programs; and grocery shopping and meal preparation. For more information, view a PDF of the user’s guide.

The Institute of Medicine (IOM) recently released two reports, Perspectives from United Kingdom and United States Policy Makers on Obesity Prevention and Strategies to Reduce Sodium Intake in the United States.

Perspectives from United Kingdom and United States Policy Makers on Obesity Prevention provides a summary of a workshop that was held for U.K. and U.S. policymakers to discuss current policies, programs, and partnerships that address the obesity epidemic and evidence for effective strategies to change perception and behaviors. The workshop, summarized in this document, provided an opportunity for both countries to learn from each other’s efforts and to consider how to apply new strategies at home. For more information, Perspectives from United Kingdom and United States Policy Makers on Obesity Prevention can be read or purchased online. For more information about the IOM Committee on Childhood Obesity Prevention, visit the IOM website.

Strategies to Reduce Sodium Intake in the United States suggests strategies for reducing sodium intake to levels recommended in the 2005 Dietary Guidelines for Americans. In this report, the committee concludes that reducing the sodium content of foods requires a coordinated approach that includes new government standards for accept­able levels of sodium in processed foods and restaurant meals.

The IOM committee says the average American consumes more than 3,400 mg of sodium each day. That’s about 50 percent more than the 2,300 mg (about one teaspoon) per day recommended in the 2005 Dietary Guidelines for Americans. Consuming too much sodium increases the risk for high blood pressure, a serious health condition that is avoidable and can lead to a variety of diseases. Analysts estimate that population-wide reductions in sodium could prevent more than 100,000 deaths annually.

To purchase the full report Strategies to Reduce Sodium Intake in the United States, or read a PDF of the report brief, visit the IOM website.

Fruits & Veggies and Cognitive Function

April’s International Fruit and Vegetable Alliance’s (IFAVA) latest scientific newsletter looks at the relationship between fruits and vegetables and cognitive function. Specifically, articles discuss colorations in dietary patterns in infancy and cognitive function in childhood, using health behaviors from early to late midlife as predictors of cognitive function, and the possible relationship between dietary habits and cognitive decline in a group of elderly French women. For more information, visit IFAVA or contact PBH’s Communications Specialist Jill LeBrasseur.

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 April 6, 2010 through April 20, 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.

New Donors:
Western Precooling Systems

Returning Donors:
Brassica Protection Products, L.L.C.
Giant Eagle, Inc.
Heartland Produce
The Kroger Company
Lindsay Olives
The Los Angeles Salad Company, Inc.
Marc Glassman, Inc.
Matthews Ridgeview Farms
Miner's Inc.
Orbit Tomato Company, Inc.
Price Chopper Supermarkets
Promark Group, Inc.
Subway Franchise World Headquarters
Sunrise Growers Frozsun Foods


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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