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May 20, 2011
Articles

Quarter One Results of PBH 2011 Business Plan
Update on Volunteers for New Task Forces
Americas More Matters Pledge Passes 2,900 Pledges
Use the Fruit & Veggie Happenings Page to Promote Events and Activities
PBH Attends National WIC Trade Show and Convention
More Schools Receive HealthierUS School Challenge Awards
Let’s Move Update: Recipe Testing and Salad Bars
IFAVA Newsletter: Fruits & Veggies and Type II Diabetes


Quarter One Results of PBH 2011 Business Plan
 

The 2011 Business Plan supports the Foundation's mission of leading people to eat more fruits and vegetables because it matters for their better health and provides benchmarks against PBH's main goal of changing behavior through Moms. The first quarter of 2011 is off to a strong start. 
 

The annual Gen X Mom survey of 1,000 Moms was fielded in January and contained an oversample of 300 Gen Y and 300 low-income Moms. The results were presented at PBH’s Annual Meeting in March. Moms self-reported likeliness of purchasing a product with the
Fruits & Veggies—More Matters® logo on it increased to 47 percent in 2011, up from 40 percent in 2009. There was also a significant jump in Moms’ “intention to serve” more fruits and vegetables to her family, from 66 percent last year to 76 percent in 2011. 
 

The first quarter of 2011 was productive from a
Fruits & Veggies—More Matters messaging and communications perspective. The Fruits & Veggies—More Matters website, www.FruitsAndVeggiesMoreMatters.org, continues to increase in popularity as demonstrated by the continued strong growth in monthly average visits (80,00/month for the first quarter) and number of opt-in participants (27,000) for the various consumer emails the initiative offers.  In March, the website had a significant increase in unique visitors, visits, and page views, higher than ever before. This is attributed to a combination of news-worthy topics, as well as more refined Google ads and PBH stronger social media efforts.  The
Fruits & Veggies—More Matters Facebook presence has doubled its “likes” in the first quarter and the Twitter presence has seen a follower increase of 50 percent over 2010. PBH’s opt-in e-mails, Facebook, and Twitter are three of the top four sources of referrals to the
Fruits & Veggies—More Matters consumer website. 
 

Retailers, growers/shippers/processors, state, and public health partners have also continued to show strong support for the national public health initiative by spreading Fruits & Veggies—More Matters messages through various mediums. Link backs to the Fruits & Veggies—More Matters consumer website by both industry and public health organizations continue to rise and links to the site are more than halfway to goal for the year, just in the first quarter! 
 

As noted last year, several retailers are promoting more in-store and less in ads than previously.  As a result, PBH is establishing a new baseline to account for impressions in store as well as in ads this year. A new media impression baseline is also being developed this year that includes electronic media. More than 180 million media impressions have been generated through print and electronic PR and communications efforts so far in 2011. 
 

PBH has been active in farm bill priority discussions. Two literature reviews were completed, one on behavior change research related to fruits and vegetables, and the other on the health benefits of fruits and vegetables. Both have already been submitted to scientific journals for peer review publication, which is desired prior to releasing broadly. Once published, PBH will make both of those reports available on the foundation’s website. 
 

The PBH website is currently undergoing updates and maintenance, but the quarter one update narrative and summary document will be available in the donors' section by early next month.


Update on Volunteers for New Task Forces
 

PBH established new task forces at this year’s Annual Meeting. These task forces were created as a way for industry members to help, above and beyond a monetary donation. PBH identified targeted projects that could benefit from specific help and built these task forces to focus on them. 
 

Each task force requires three to five volunteers. Anybody in the industry, including colleagues of those currently involved, may serve on a task force, and it is permissible to serve on more than one task force. Many volunteers have already stepped forward. 
 

The Annual and Fall Meeting Planning Task Force will conduct high-level planning for the 2011 Fall Committee Meetings and the 2012 Annual Meeting. Signed up to participate are:

  • Lisa Davis of Edge Sales & Marketing
  • Ginger Gensicki of the Maryland Food Center Authority
  • Don Goodwin of Golden Sun Marketing
  • Matt Middleton of Ventura Foods
  • Howard Nager of Domex Superfresh Growers
  • Peter Steinbrick of Melissa’s/World Variety Produce, Inc.
  • Nichole Towell of Duda Farm Fresh Foods, Inc.

The PMA Convention Task Force will conduct high-level planning for PBH’s presence at the annual PMA convention. Signed up to participate are:

  • Pam Levine of AugustineIdeas & ConsumerEffects Intl.
  • Sabrina Pokomandy of Jem-D International Greenhouse Vegetables
  • Douglas Ronan of Driscoll’s
  • Nichole Towell of Duda Farm Fresh Foods, Inc.

The Speaking Forum Task Force will expand PBH’s reach to intermediaries through speaking engagements. Signed up to participate are:

  • Karen Hawkins of the Defense Commissary Agency
  • Matt Middleton of Ventura Foods
  • Gina Nucci of Mann Packing Company, Inc.
  • Jin Ju Wilder of Status Gro

The Donor Impact Continuum Task Force will create an illustration and communication tool to show potential and current donors how they can support PBH at different stages. Signed up to participate are:

  • Heather Mizrahi of The Walt Disney Company
  • Mac Riggan of Chelan Fresh Marketing
  • Suzanne Wolter of Rainier Fruit Company, Inc.

The Resource Guide Task Force will create a resource guide of PBH materials, resources, tools, and messages that organizations can use when talking about or promoting PBH and the Fruits & Veggies—More Matters national public health initiative in their employee and worksite wellness initiatives. Signed up to participate are:

  • Mimi Dorsey of Giumarra Companies
  • Sarah Ludmer of Del Monte Foods
  • Cristie Mather of the Pear Bureau Northwest
  • Lisa McNichol Gatan of the New Mexico Department of Health
  • Taryn Pfalzgraf of Blue Book Services, Inc.

The Fruit and Vegetable Messaging Task Force will identify organizations carrying the “eat fruits and vegetables” message. Signed up to participate are:

  • Frances Dillard of Driscoll’s
  • Ben Gardner of Linkwell Health
  • Ginny Hair of Echo Communications
  • Dana Hall of Stemilt Growers, Inc.
  • Karen Hawkins of the Defense Commissary Agency
  • Adrienne Martin of Echo Communications
  • Howard Nager of Domex Superfresh Growers
  • Alicia Rockwell of Save Mart Supermarkets
  • Steve Rodriguez of Melissa’s/World Variety Produce, Inc.
  • Xander Shapiro of Del Monte Foods
  • Dan Walton of Yucatan Foods

The Retail Use of Fruits & Veggies—More Matters Logo & Core Messages Task Force will identify retail organizations using the
Fruits & Veggies—More Matters logo and/or core message in their marketing and communication efforts. Signed up to participate are:

  • Christina Calcagno of Taylor Farms
  • Ben Gardner of Linkwell Health
  • Ginger Gensicki of the Maryland Food Center Authority
  • Tami Gross of Pacific Coast Producers
  • Karen Hawkins of the Defense Commissary Agency
  • Pam Levine of AugustineIdeas & ConsumerEffects Intl.
  • Alicia Rockwell of Save Mart Supermarkets
  • Steve Rodriguez of Melissa’s/World Variety Produce, Inc.
  • Drew Schwartzhoff of C.H. Robinson Worldwide, Inc.

The Half the Plate and Cost of Fruits & Vegetables Task Force will identify various marketing and communication opportunities to disseminate the “half the plate” concept and the affordability of fruits and vegetables. Signed up to participate are:

  • Christina Calcagno of Taylor Farms
  • Gary Manuel Caloroso of AugustineIdeas & ConsumerEffects Intl.
  • Lorelei DiSogra of United Fresh Produce Association
  • Stephanie Dunbar of the American Diabetes Association
  • Tanya Garbolino of the California Department of Public Health
  • Ginger Gensicki of the Maryland Food Center Authority
  • Ginny Hair of Echo Communications
  • Karen Hawkins of the Defense Commissary Agency
  • Theresa Kulpinski of the Coconino County Public Health Services District
  • Sarah Ludmer of Del Monte Foods
  • Shelley Maniscalco of the United States Department of Ag, Food, & Nutrition Services
  • Adrienne Martin of Echo Communications
  • Kathy Means of Produce Marketing Association
  • Gina Nucci of Mann Packing Company, Inc.
  • Allison Parker of the U.S. Apple Association
  • Margo Robinson of AugustineIdeas & ConsumerEffects Intl.
  • Alicia Rockwell of Save Mart Supermarkets
  • Steve Rodriguez of Melissa’s/World Variety Produce, Inc.
  • Kimberly Stitzel of the American Heart Association
  • Nichole Towell of Duda Farm Fresh Foods, Inc.

These task forces are meant to be small and nimble and most will not take a lot of time, but will offer industry members the opportunity to provide input as well as hands-on assistance. Once the project is complete the task force will end and new task forces will be developed over time as other projects crop up. 
 

To volunteer for service on any of these new task forces, please contact PBH Senior Vice President Kristen Stevens via email at kstevens@pbhfoundation.org, or by phone at (302) 235-2329, extension 312.


Americas More Matters Pledge Passes 2,900 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 2,900 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. For more information, see PBH’s press statement.


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 over the past month, including; Container Herb Gardening, CelebrAsian Festival, Grilling in the Garden Series, Fresh Start Nutrition and You, Kids’ Cooking Club, Healthy Meals in a Hurry, Become Fruit & Veggie Savvy, More Matters! How to include and enjoy fruits & veggies, Wellness Workshop, Store Tour, Just Add One, Healthy Neighborhoods Detroit, Green Bay YMCA Healthy Kids Day, and the Sweet Rewards Recipe Contest. PBH has promoted these and previously uploaded events on Twitter and Facebook and 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 Attends National WIC Trade Show and Convention
 

PBH representatives, Don Schuler and Sharese Alston, attended the National WIC Association Conference tradeshow in Portland, OR, where many nutritionists and educators visited the PBH booth. This conference is very important to attend because many WIC clinics use PBH education materials. It was well attended and at times even crowded. 
 

The Complete Diabetes Resource Kit, new this year, drew a lot of attention from attendees. Many commented on the ease of use of its daily record sheet and set of laminated instruction cards. The fruit and veggie produce wheel was also a popular item just as it was at last year’s convention. 
 

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.


More Schools Receive HealthierUS School Challenge Awards
 

Since the beginning of the HealthierUS School Challenge, awards have been given to schools in 43 states. At the beginning of this month, 1,001 schools had been certified.  The project’s goal is to have 1,250 HealthierUS School Challenge award-winning schools by June 2011.


Let’s Move Update: Recipe Testing and Salad Bars
 

Last year, first lady Michelle Obama unveiled her Let’s Move initiative, aimed at eliminating childhood obesity in this generation.  PBH wants to keep readers informed about the latest happenings relating to this important initiative. 
 

The Chefs Move to Schools program’s Healthy Kids School Recipe Challenge is now in the final stages with USDA representatives traveling the country testing the final 15 recipes to help choose the winner. Check out the recipes and vote for your favorite by clicking here
 

The Let’s Move Salad Bars to Schools initiative has now placed over 629 salad bars in schools in 45 states and the District of Columbia. The goal of the initiative is to fund and award 6000 salad bars over the next three years. Any school that participates in the National School Lunch Program, public or private, may be awarded a Let's Move Salad Bars to Schools grant. For more information, visit the Let’s Move Salad Bars to Schools website, saladbars2schools.org
 

For more information about the Let’s Move initiative, visit the Fruits & Veggies—More Matters Let’s Move page of the Fruits & Veggies—More Matters website.


IFAVA Newsletter: Fruits & Veggies and Type II Diabetes
 

This month’s edition of the International Fruit and Vegetable Alliance’s (IFAVA) scientific newsletter discusses the relationship between fruits and vegetables and type II diabetes. Specifically, this issue contains articles that discuss the effect of increasing green leafy vegetable consumption on type II diabetes risk, the association between fruits and vegetables and the risk for type II diabetes, and the potential mechanisms for benefits of fiber on diabetes risk. For more information, visit IFAVA or contact PBH’s Marketing and Communications Assistant 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 May 2, 2011 through May 16, 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:
Status Gro


Returning Trustees ($10,000+ Annual Contribution):
Del Monte Fresh Produce N.A., Inc.


Returning Donors:
Andrews Brothers, Inc.
Brassica Protection Products, L.L.C.
Enza Zaden North America, Inc.
Giant Eagle, Inc.
Idaho Potato Commission
Lindsay Olives
Live Oak Farms
Miner's Inc.
United Natural Foods, Inc.

 

For more information, contact Kristen Stevens.

 

PBH Direct! Archive
2011


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