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May 7, 2010

From the President: Annual Meeting Wrap-Up
New Sections Added to Fruits & Veggies—More Matters Website
Another Fruits & Veggies—More Matters PSA Debuts on You Tube and facebook
Promote Your Healthy Life and You Contest as Finale Nears
Toolkits Provide Marketing and Education Materials to PBH Donors
Celebrate May with Fruits & Veggies—More Matters and Strawberry Shortcake
Let's Move Update
FDA Seeks Comments on Front-of-Package Labeling and Shelf-Tag Symbols
Little Time Left for Child Nutrition Legislation
New Poll Shows Parents Dissatisfied with School Food
Fruits & Veggies—More Matters Nutrition Education on the Road Again
Health Beat: Health & Wellness at Work

From the President: Annual Meeting Wrap-Up

From PBH President and CEO Elizabeth Pivonka, Ph.D., R.D.

I'd like to take a quick look at what happened during our annual meeting April 8-10, 2010, and to thank those who lent a helping hand. It was great to have the chance to see many of you again. The Ritz-Carlton in Half Moon Bay was a new venue for PBH's annual event and many people let me know how much they enjoyed the property. 

PBH's Board of Trustees elected their 2010-11 officers with Andrea Astrachan elected chair, Roger Pepperl, vice chair, and Paul Palmby as secretary/treasurer. For more information on the other offices and committee chairs you can read PBH's press statement

The annual meeting also featured a full explanation of results from PBH's 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 talked with the group about the use of social media as a marketing tool. Those presentations and other reports can be viewed on the PBH website.  

The annual meeting also provides an opportunity to network with others and is always the site of our biggest fund raising event of the year. Thanks again to everyone who donated or purchased an item from the silent and live auctions. I'd like to once again thank the meetings' sponsors: 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.  

The work we do at PBH could not continue without your support. Many new ideas are in the works and I look forward to telling you all about them and to working together with all of you to help Americans increase their fruit and vegetable consumption.

New Sections Added to Fruits & Veggies—More Matters Website

On February 9, first lady Michelle Obama announced her Let's Move initiative aimed at eliminating childhood obesity in this generation. PBH supports this effort and fruits and vegetables have a significant role to play in Let's Move.  

In order to show that support, the Fruits & Veggies—More Matters website has added a new section devoted to Let's Move, check it out here. This section discusses the three Ps necessary for Let's Move to work, the plan, the process, and the parents. Visit the Fruits & Veggies—More Matters Let's Move page periodically to get the latest updates.  

Also new to the website is a Vegetable Garden How-To Guide. This section explains the steps involved in planning, preparing, and planting a vegetable garden and features a list of frequently asked gardening questions. In this section, consumers can also sign up to receive gardening reminder e-mails with information on what they should be doing for their plants when. Visit the Fruits & Veggies—More Matters Vegetable Garden How-To Guide as the growing season progresses for more fruit & veggie cultivation information.

Another Fruits & Veggies—More Matters PSA Debuts on You Tube and facebook

The Fruits & Veggies—More Matters PSA featuring Cam Ward of the Carolina Hurricanes professional hockey team was recently added to the Fruits & Veggies—More Matters You Tube channel and to the Fruits & Veggies—More Matters facebook page. It joins other PSAs already available for viewing there: “The Color of Life,” “Paper Dolls,” and “School Daze.” The presence of these PSAs on You Tube and facebook has grown PBH's social media reach and sent Fruits & Veggies—More Matters into the realm of viral marketing, generating more exposure for the brand and bringing new visitors to the Fruits & Veggies—More Matters website,

PBH donor Bayer CropScience sponsored the creation of this PSA. Check out all the PSA videos on the Fruits & Veggies—More Matters You Tube channel and the Fruits & Veggies—More Matters facebook page today, and while there, take the opportunity to subscribe (You Tube) and to like (facebook) Fruits & Veggies—More Matters.

Promote Your Healthy Life and You Contest as Finale Nears

The countdown is on: PBH's consumer contest, Your Healthy Life and You, will end July 1, 2010. The contest asks consumers to write up, in 1000 words or less, success stories from their lives involving fruits and vegetables. To enter, consumers send an e-mail to PBH at or go to, click to the community page, and submit their entry information there. 

PBH requests that donors promote the contest by adding a link to the contest page on the Fruits & Veggies—More Matters website,, from their own websites. On the same webpage where donors link to the contest, they can suggest that their company's products be mentioned by name in consumers' contest entries. Suppliers and processors can link to the contest from their own websites and call for entries that use or mention their products. Retailers can link to the contest from their websites and call for entries that mention their stores or private label products. All winning entries will be posted on the Fruits & Veggies—More Matters website. 

PBH wants to hear consumer success stories, how they've gotten a picky eater to eat more fruits and vegetables, how fruits and veggies have helped them lose weight, or to receive their family's favorite fruit or vegetable recipe. The contest will award one grand prize of $1,000 worth of nutrition education materials and products AND $500 worth of fruit and vegetable related products/coupons and four first prizes of $500 worth of nutrition education materials and products AND $250 worth of fruit and vegetable related products/coupons. 

Contestants may enter as often as they wish. Each entry must be submitted separately and meet eligibility requirements. All entrants must have a valid email address. For more information on the Your Healthy Life and You contest, visit the contest page of

Toolkits Provide Marketing and Education Materials to PBH Donors

PBH features several colorful toolkits for retailers, suppliers, and educators online at The materials found in these toolkits provide a wonderful resource that can be customized and printed however the donor chooses. Three toolkits that are perfect for summer use are Fruits & Veggies: Good for You—and for Your Budget, the WIC Toolkit and the Spanish Toolkit

The Fruits & Veggies: Good for You—and for Your Budget toolkit was designed to help retailers, suppliers, and health professionals pass on tips for getting the most from their shopping budgets with fruits and vegetables. It includes ad slicks, consumer columns, and signs that offer tips for including more nutritious fruits and veggies in their diet while stretching their dollars. This newest toolkit was designed to appeal to Moms and kids and features lots of eye-catching color. Check out the new Fruits & Veggies: Good for You—and for Your Budget toolkit online now in the retailers' marketing tools section of  

The WIC Toolkit includes a seasonal reference listing the most common, most economical, and most easy-to-prepare fruits and vegetables, an important nutrition tip sheet about fruits and veggies, and a sheet with tips for the safe handling of raw fruits and vegetables. These materials were designed to assist health professionals and retailers in helping WIC participants use their fruit and vegetable vouchers. Check out the WIC Toolkit in the health professionals' area of

The Spanish Toolkit includes consumer columns, ad slicks, and sign templates. An English version of each downloadable is also provided so it's easy to follow along in either language. The Spanish Toolkit materials are the response to requests from retailers, suppliers, and health professionals. They also complement PBH's selection of Spanish language items in the 2010 Nutrition Education Catalog, found online at Check out the Spanish Toolkit now online at

Toolkit materials are also available on a CD for licensed donors. To receive a CD in the mail, contact PBH Marketing and Communications Assistant Jill LeBrasseur.

Celebrate May with Fruits & Veggies—More Matters and Strawberry Shortcake

A childhood icon, Strawberry Shortcake and her fruit-loving friends will help Fruits & Veggies—More Matters encourage kids to increase their consumption of fruit this month. As part of a partnership with American Greetings Properties and its global licensing agent Cookie Jar Entertainment, PBH featured Strawberry Shortcake characters in a children's activity book promoting the consumption of fruits and vegetables that just mailed out to licensed retailers nationwide. In keeping with contemporary nutritional concerns, both Strawberry Shortcake, her friends, and her magical home, Berry Bitty City, reflect a fruit-friendly atmosphere. 

PBH has also developed Strawberry Shortcake and Friends marketing toolkit materials for the use of its licensed donors. These materials are now available on the PBH Foundation website, Some of the promotional items in the toolkit include ad slicks with text and graphics of Strawberry Shortcake and her friends and the Fruits & Veggies—More Matters logo, short consumer columns featuring copy that speaks to Moms, a recipe and photo, and sign templates featuring Strawberry Shortcake characters. All these materials can be customized to suit retailers' needs and help them promote May as National Strawberry Month.

Let's Move Update

First lady Michelle Obama's Let's Move initiative aims to eliminate childhood obesity in this generation. Here are the latest happenings relating to this important initiative. 

On April 16, Kevin Concannon, USDA Under Secretary for Food, Nutrition, and Consumer Services participated in a celebration of the 5th anniversary of Riverside Unified School District's internationally recognized Farmers' Market Salad Bar Program in Riverside, California. The successful program began as a pilot farm-to-school salad bar program and today provides healthier options on the menus in the Riverside School District. For more information, read Concannon's commentary on the event on the Let's Move website

First lady Michelle Obama wrote a letter to the United Fresh Produce Association that was read during their convention's general session on April 21. In the letter, Mrs. Obama said that she was encouraged by their initiative to put a salad bar in every school. She added that fresh fruits and vegetables are key nutrition components of her Let's Move initiative to combat childhood obesity. In that letter, Mrs. Obama challenged United Fresh members to contribute $3 million over the next three years to support the effort and to demonstrate to government the importance of salad bars to boost fruit and vegetable consumption. Steffanie Smith, chair of United Fresh, said the organization has already raised $500,000 from association members for the initiative in its first few weeks. United Fresh has also pledged to donate salad bars to schools in Ohio, Nevada, and Washington, D.C., and plans to donate salad bars to schools in New Orleans in conjunction with its convention there May, 2011. 

Also in April, Olympic athlete Noelle Pikus Pace met with President Obama and first lady Michelle Obama and recorded a PSA for the Let's Move initiative. For more information or to view this PSA, visit the Let's Move website.  

For even more information, visit the Fruits & Veggies—More Matters Let's Move page of the Fruits & Veggies—More Matters website to get the latest updates.

FDA Seeks Comments on Front-of-Package Labeling and Shelf-Tag Symbols

The U.S. Food and Drug Administration has asked for comments from the public and other interested parties about front-of-package nutrition labeling and on shelf tags in retail stores. As it deliberates about how to enhance the usefulness to consumers of point-of-purchase nutrition information, the FDA wants to know what consumers want to see. Written comments may be sent to the Division of Dockets Management (HFA-305) Food and Drug Administration, 5630 Fishers Lane, Room 1061, Rockville Md., 20852. Comments may also be submitted electronically by going to the website and entering Docket No. FDA-2010-N-0210. Comments will be accepted until July 28, 2010. For more information, read the FDA's press announcement.

Little Time Left for Child Nutrition Legislation

There are only 14 weeks left in the congressional calendar and the pressure is on in both the Senate and the House to move ahead with child nutrition legislation. In the Senate, the Senate Agriculture Committee unanimously passed the Healthy, Hunger-Free Kids Act of 2010 in mid-March. Advocacy groups are urging Senate leadership to schedule floor time so a vote in the full Senate can take place, while at the same time urging Senate and House leadership to identify additional funds to meet the President's goal of a $10 billion over 10 year investment in child nutrition programs. The Senate Bill currently provides an additional $4.5 billion over 10 years.  Meanwhile, House Education and Labor staff and members are working on their own version of a child nutrition bill; no timeline has been set for when they will unveil a bill.

New Poll Shows Parents Dissatisfied with School Food

Americans want pizza, burgers, and nuggets pulled from school menus, and nearly two-thirds of parents of school-age children describe local school food as "poor" or "only fair." The survey, commissioned by the W.K. Kellogg Foundation, was conducted in April among 801 adults from all regions of the country. The foods respondents most associate with school meals - pizza, chicken nuggets and hamburgers - are the same foods they believe should be cut drastically from school menus. For more information, view the full survey results online.

Fruits & Veggies—More Matters Nutrition Education on the Road Again

In April, PBH Catalog Sales Manager Don Schuler hit the road to attend two nutrition conferences, the National Association of Pediatric Nurse Practitioners and the Maryland WIC Conference. 

Pediatric nurse practitioners listed nutrition and the prevention/treatment of childhood obesity as one of their top five priorities. They noted that the Produce Wheel from the 2010 Nutrition Education Catalog was a very useful tool for helping parents understand the importance of eating a variety of different fruits and vegetables and how serving different types can get kids interested in eating them. Pediatric nurse practitioners constitute a group that PBH wants to maintain a good relationship with because of their great influence on parents. 

The Maryland WIC Conference was attended by the state's WIC directors as well as many nutrition specialists and nutrition coordinators. About 350 attendees made their way to the PBH booth, expressing their appreciation for the WIC Toolkit items, Produce Wheels, and the expansion of products and materials available in Spanish. These PBH educational materials made it easier for them to help their clients better understand the WIC food packages. 

These events give PBH the opportunity to strengthen and develop new relationships with various audiences for Fruits & Veggies—More Matters messages. For more information on these meetings and events, contact PBH Catalog Sales Manager Don Schuler.

Health Beat: Health & Wellness at Work

Companies are thinking about wellness and health promotion more and more as they look to address rising health care costs and to keep their employees healthy. A recent movement focuses on extending their involvement to not just within the confines of the physical workplace, but stretching out to include the community at-large and looks to understand how this is integral to overall well-being. Specifically, employers are now asking questions that focus on fruit and vegetable consumption as it relates to healthy behavior and diet to better understand how to effectively promote healthier eating. These include:

1) Did you eat healthy yesterday?
2) In the last seven days, how many days did you eat five or more servings of fruits and vegetables? 

By gathering this information insight is then gained into how best to design programs and interventions that remove barriers to eating fruits and vegetables not just in the workplace but also in the community. 

These programs and community-based initiatives are of interest to the fruit and vegetable industry, not just because of the role companies can play as employers in providing and improving health care or due to the emphasis that is placed on fruit and vegetable consumption being tied to health, but because they offer opportunities for those in the fruit and vegetable industry to become engaged as community leaders. By interacting with the community, stronger ties for educational and nutrition-based information can be identified and built upon to yield great dividends. 

One organization involved in these and other employer community-based initiatives is the National Business Coalition on Health (NBCH).  NBCH is a national, non-profit, membership organization of purchaser-led health care coalitions. NBCH and its members are dedicated to value-based purchasing of health care services through the collective action of public and private purchasers. NBCH seeks to accelerate the nation's progress towards safe, efficient, high-quality health care and the improved health status of the American population. If your company is not already a member of a local business coalition or for more information, visit their website,

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 20, 2010 through May 3, 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:
Carlson AirFlo Merchandising Systems
Pasquinelli Produce Co.

Returning Trustees ($10,000+ Annual Contribution):
California Tree Fruit Agreement
Domex Superfresh Growers
Duda Farm Fresh Foods, Inc.
Gills Onions, LLC
Maryland Food Center Authority
Monsanto Vegetable Seeds
Sun-Maid Growers of California

Returning Donors:
Affiliated Foods Midwest Cooperative
AmeriFresh, Inc.
Backyard Farms LLC
Boskovich Farms, Inc.
California Raisin Marketing Board
Crown Poly, Inc.
D'Arrigo Brothers Company of New York, Inc.
Enza Zaden North America, Inc.
Live Oak Farms
Martori Farms
Raley's Supermarkets
Schnuck Markets, Inc.
Sinclair Systems International, L.L.C.
Sun Pacific Farming Cooperative, Inc.
Sunsweet Growers, Inc.
Times Super Markets
U.S. Highbush Blueberry Council
Wakefern Food Corporation
Winn-Dixie Stores, Inc.


For more information, contact Kristen Stevens.

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