Produce For Better Health Foundation

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June 4, 2010

From the Chair: We Have the Tools to Increase Consumption
Social Media Outreach Engages Consumers
Food Editors Luncheon Invitations Have Been Sent
Let’s Move Update: Fun and Games
Health Beat: IOM Recommends FDA Treat Foods as Rigorously as Medicines
Increase Kids' Activity with Goodies from the Nutrition Education Catalog
Website Poll: Beans

From the Chair: We Have the Tools to Increase Consumption

Fruits and vegetables are a hot topic right now. It seems like every media outlet, newspapers, magazines, television, radio, even blogs, are extolling the benefits to be had from eating MORE healthy fruits and vegetables. With everyone from the first lady, to celebrity chefs, to concerned health care providers, and parents singing the praises of nutritious fruits and vegetables, why aren’t we eating more of them? 

According to data from PBH's 2010 Gen X and Gen Y Mom Survey and the updated State of the Plate research, fruit and vegetable consumption is once again on the rise following a slight dip during the recession. That data also indicates that there are certain tactics we can all undertake to help those numbers grow even further. New data on consumption and the effectiveness of the Fruits & Veggies—More Matters logo shows that every PBH member should showcase the logo on all their qualifying products. Feature the Fruits & Veggies—More Matters logo on product packaging and on in-store signage. Include Fruits & Veggies—More Matters in weekly advertising circulars and add a link to on your website.  

Healthcare providers and educators can feature the
Fruits & Veggies—More Matters logo and messaging in their office by hanging posters, offering brochures, and directing clients to for recipes, nutrition information, and advice on adding more fruits and vegetables to their meals and snacks. 

Fruits and vegetables are such an important part of eating for better health that we all need to embrace the current media excitement surrounding them. Some of these news stories sound like people are really thinking about fruits and vegetables for the first time. Let’s show them the bounty and true variety that the vast array of produce has to offer! 

The Fruits & Veggies—More Matters national health initiative has an excellent opportunity to reach consumers and persuade them to increase their intake of fruits and vegetables. Keep the momentum going by making sure that you are utilizing the brand for all it’s worth! Let’s translate consumer awareness into action, for their better health and the health of our industry. 

Andrea Astrachan, Ahold USA

Social Media Outreach Engages Consumers

Social media marketing is the utilization of various social networking sites to increase brand awareness and drive traffic to websites. When combined with traditional public relations efforts, social media marketing can help get a message to a large number of consumers faster and easier than ever before. The theory behind social media marketing is that the more places a message appears, the further its reach and the more effective it is. It creates an environment where people see
Fruits & Veggies—More Matters® messages more often and in more places.  

Fruits & Veggies—More Matters has a presence on the social networking sites Twitter, with over 1,703 followers, and  Facebook, with 409 people who like Fruits & Veggies—More Matters (formerly known as fans.) In addition to using Twitter and Facebook to promote new website content (such as new issues of About the Buzz or the Insider’s Viewpoint), social media is also used to gain exposure for recipes, and sponsored videos in the Video Center as a way to help drive traffic to the site. 

PBH also has four PSAs as well as a small selection of videos from the Video Center on YouTube.  The presence of these videos 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.  Check out all the videos on the Fruits & Veggies—More Matters You Tube channel today and take the opportunity to subscribe to the Fruits & Veggies—More Matters channel.  

PBH staffers can also be found on Linkedin, a social networking site for professionals that offers contact with others in similar businesses. Jump into the social media pool and join the online conversation! For more information, contact PBH Communications Specialist Jill LeBrasseur.

Food Editors Luncheon Invitations Have Been Sent

The PBH Food Editors Luncheon will be held Tuesday, November 16, at the Russian Tea Room in New York City. Food editors from some of the nation's top magazines, newspapers, and online news sites will be in attendance, as will select food bloggers. While enjoying a specially designed menu, these media members will hear key findings from PBH's 2010 Gen X and Gen Y Mom Survey and the updated State of the Plate research as well as receiving more information about
Fruits & Veggies—More Matters. If donors have contact information for a media representative they would like to attend this event they can supply that contact information to PBH Communications Specialist Jill LeBrasseur and an invitation will be sent to them.  PBH would like to thank the premier sponsors of this event: California Avocado Commission, Del Monte Fresh Produce, and Northwest Pear Bureau.

Let’s Move Update: Fun and Games

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

On the weekend of May 21-23, Kevin Concannon, U.S. Department of Agriculture and the International Game Developers Association (IGDA) played host to game jams in Boston, New York, San Francisco, and Atlanta. These game jams brought together game developers, graphic artists, and local youth to brainstorm ideas and produce video game prototypes. The prototypes will be displayed at the sixth annual Games for Health Conference and ultimately submitted to the Apps for Healthy Kids competition. 

First lady Michelle Obama welcomed nearly 100 local students to the White House on May 25 to kick off the South Lawn Series. This series of events will bring local children, sports leagues, community programs, and coaches to the South Lawn throughout the summer season to participate in sports, games, and activities. The Series is in support of the Let’s Move initiative to end childhood obesity within a generation. In remarks to the first group of participants, Mrs. Obama stressed the importance of getting in at least 60 minutes of exercise each day, not just at the White House today, but everyday in their own backyards. 

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

Health Beat: IOM Recommends FDA Treat Foods as Rigorously as Medicines

PBH’s Health Beat focuses on the link between improving the nation’s health and the importance of eating more fruits and vegetables. Each edition of Health Beat in PBH Direct! features important information and events that are happening in health, health care, or nutrition policy, along with why they is significant to PBH and the fruit and vegetable industry. Links to key organizations are also highlighted in these articles. Additionally, each features an organization in the health or health care community with programs that tie back to PBH and the role that nutrition, specifically fruit and vegetable consumption, plays in that organization. 

The Institute of Medicine (IOM) just recommended that the science behind health claims for food be evaluated with the same rigor used in drug approvals. Consumers often assume that the same scientific standards for medication are applied to nutritional claims made about food. Due to the costs associated with more rigorous clinical outcomes testing, biomarker testing is often used as a substitute. The IOM is recommending that the Food and Drug Administration (FDA) put in place a scientific framework for biomarker evaluation that is rigorous and transparent. It also recommends that Congress enhance the FDA’s ability to determine how health-related information is communicated to consumers so that packaging claims are better understood.  For more information, read this news release from the National Academies

Carrying the Fruits & Veggies—More Matters logo on product packaging is one way to assure consumers that a product has already been validated as an important part of helping ensure better health. This makes the importance of working to include the Fruits & Veggies—More Matters logo on as many products and materials as possible even more significant for those PBH supporters who are licensed to use the brand. 

This edition’s featured health organization is the American College of Preventive Medicine (ACPM) at  ACPM is the national professional society for physicians committed to disease prevention and health promotion. Established in 1954, its members are engaged in preventive medicine practice, teaching and research. Physicians who are board certified in Preventive Medicine hold a variety of positions from chief medical officers of private corporations, to directors of state and local health departments, to policy makers within governmental organizations, to program developers for multi-national NGOs. Preventive Medicine physicians operate in a variety of settings, but common to all is an approach to health that looks at systemic and population-based interventions to improve the health of individuals.

Increase Kids' Activity with Goodies from the Nutrition Education Catalog

The 2010 PBH Nutrition Education Catalog is packed full of
Fruits & Veggies—More Matters items designed to educate people about fruits and vegetables and motivate them to consume more. With the arrival of warmer weather it’s time to think about getting outside and having some fun, and the catalog has plenty of ideas. 

Wear the Fruits & Veggies—More Matters pedometer and measure your steps, miles, kilometers, or calories, all at the push of a button. This model features an adjustable stride and weight tracker and comes with an easy-to-view, top read-out LCD display with a built-in clock. 

Have fun and get some exercise with the Fruits & Veggies—More Matters jump rope! It now comes in a new, longer 87-inch length with 4-inch handles. 

Fruits & Veggies—More Matters flyers are just the thing for having fun and being active outdoors. They are colorful, fun, durable, and inexpensive. Each flying disc is 9 inches in diameter and they are available in green, white, blue, yellow, and red. 

Promoting and reinforcing healthy lifestyle habits (like daily exercise) with children at an early age proves critical in creating healthy habits that last a lifetime. The 2010 PBH Nutrition Education Catalog is the go-to source for fun, inexpensive, nutrition education materials. Don’t forget, PBH gift certificates are perfect for prizes, incentives, and drawings or as a healthy gift when you aren’t sure exactly what to buy. Browse the online version or sign up to be added to the catalog mailing list now at

Website Poll: Beans

As you may know, we have an ongoing poll available on the
Fruits & Veggies—More Matters website that provides PBH with a way to gather useful information about site visitors as well as content for future updates. PBH recently polled visitors about how often they eat beans as part of their main dish. From this we can learn more about visitors' eating habits and how we may better present the bean nutrition section of the website. 

The question was phrased in the form of an open-ended statement, “I include beans as part of my main dish…” and asked responders to select from these responses: 3 times or more per week; 1-2 times per week; or Never. Out of 101 poll responders, 52 percent (53) said they eat beans as part of their main dish 1-2 times per week, 26 percent (26) said 3 times or more per week, and 22 percent (22) said they never eat beans as part of their main dish. 

New poll questions will ask website visitors for information about their lifestyles and their current level of understanding of the importance of fruits and vegetables. These polls have proved to be quite useful as they, along with many other forms of user feedback, have resulted in significant website additions and enhancements over the past couple of years. For more information about the surveys or their results, contact PBH Nutrition Website Development Manager Sandra Ely.

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 19, 2010 through May 28, 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.

Returning Trustees ($10,000+ Annual Contribution):
Pace International, LLC

Returning Donors:
Bakker Produce, Inc.
Capital City Fruit Company, Inc.
Waverly Plastics Company, Inc.


For more information, contact Kristen Stevens.

PBH Direct! Archive

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