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June 13 , 2011

MyPlate Replaces MyPyramid
PBH and USDA Collaboration on Half the Plate Recommendation
Feature Your Commodity or Product on Half-Your-Plate
Have Fun with Fruits & Veggies This Summer
Let’s Move Update: Menominee Tribe Debuts Let's Move! In Indian Country Campaign
Website Poll: Favorite Ethnic Cuisine

MyPlate Replaces MyPyramid

USDA has released a new graphic designed to help Americans more easily understand the principles of good nutrition outlined in its Dietary Guidelines for Americans 2010. MyPlate replaces the old MyPyramid graphic that was originally released in 1992 and revamped in 2005. The new plate icon is sectioned off using different colors, making the dietary recommendation to fill half your plate with fruits and vegetables easy to understand. 

The new USDA MyPlate dovetails nicely with
Fruits & Veggies—More Matters in that the plate shows consumers the proportion of fruits and vegetables in relation to other foods, and
Fruits & Veggies—More Matters provides inspiration, tips, information, and other types of interactive support to make it come to life for consumers. 

PBH will be spreading the word about the half-your-plate concept to consumers through a social media outreach plan and a half-your-plate sponsorship opportunity that visually identifies how to translate this message to bowls, lunchboxes, snacks, eating in the car, mixed dishes, diabetic diets, and more. Look for more information on this unique sponsorship opportunity in a subsequent article in this issue of PBH Direct!

For more information on the new food graphic, visit USDA’s website at

PBH and USDA Collaboration on Half the Plate Recommendation

PBH has been approved as a National Strategic Partner with U.S. Department of Agriculture (USDA) and relays its immediate and long-term plans to support USDA’s new MyPlate communications initiative, released June 2 to depict the Dietary Guidelines for Americans 2010. A key message is to"‘make half your plate fruits and vegetables."  PBH has been relaying this message to consumers since the launch of
Fruits & Veggies—More Matters in 2007 and will greatly enhance its efforts to convey this message to all Americans. USDA will emphasize the "make half your plate fruits and vegetables" message September through December, but PBH is committed to keeping the message alive and strong well after the end of this year. 

The outreach plan includes: 

  • Motivating consumers to change their plates through a “Half My Plate Makeover” contest, promoted through social media channels.  In September-October, consumers will be encouraged to join our contest and upload a photo of their plate to the
    Fruits & Veggies—More Matters Facebook contest page.  Contest participants will receive coupons for fruits and veggies and be entered to randomly win free grocery gift cards.  Industry members can support the contest with coupons and by encouraging their employees, family, and consumers to participate in the contest. To make it easy for you, simply follow Fruits & Veggies-More Matters on Facebook or Twitter to “fan” or “retweet” appropriate consumer messages.
  • Providing guidance and inspiration by showcasing “real food” plate makeovers on Facebook, on our websites, and via consumer press releases starting late summer.  The examples will show consumers how easy it is to make simple switches that don’t cost too much and provide better nutrition, as well as what "half your plate" looks like for meals, snacks, mixed dishes, and while eating on the go. 
  • Encouraging consumers to pledge to make “half your plate” fruits and veggies by joining the America’s More Matters pledge.
  • Helping consumers to make half their plate fruits and vegetables by sharing ideas and tools on our websites, through our e-newsletters and social media channels, and other communication efforts.  Follow PBH and Fruits & Veggies—More Matters on Facebook and Twitter to stay abreast of these efforts. 

Longer-term plans include:

  • Conducting women’s magazine desk-side briefings with press kits of “half my plate” real food photos, recipes, and costs.
  • Replacing MyPyramid with MyPlate in PBH education materials and including “half my plate” messaging and “real food” half plate photos in new educational materials starting with the January 2012 catalog, and continuing with future catalogs.
  • Publication of a consumer book featuring “half my plate” real food photos and links to and
    Fruits & Veggies—More

Look for periodic updates and further information in future editions of PBH Direct! and on our Facebook pages.

Feature Your Commodity or Product on Half-Your-Plate

In response to the new Dietary Guidelines for Americans 2010 identifying “fill half your plate with fruits and vegetables” as a key message and the new USDA MyPlate food graphic, PBH has developed three new “half your plate” sponsorship opportunities that visually identify how to translate this message to bowls, lunchboxes, snacks, eating in the car, mixed dishes, diabetic diets, and more. These new visual aids will demonstrate what “half your plate” should look like to consumers, while highlighting various commodities as part of a plate that meets
Fruits & Veggies—More Matters and USDA’s Dietary Guidelines for Americans 2010 criteria. 

Sponsorship of one of the new plate visuals will give the sponsor their choice of commodity as part of the plate, along with input in menu and recipe development (short preparation time, minimal number of ingredients), consumer recipe testing, nutrient and cost analysis, state of the photography of the plate, and more. A “half your plate” sponsorship provides consumer visibility, use in education materials marketed to over 100,000 health professionals and educators, a featured spot on PBH’s consumer website, which receives 70,000+ average monthly web visits, social media promotion via Facebook and Twitter to more than 10,000 followers and fans, as well as use in ongoing PBH public relations and media efforts. The “half your plate” visual and analysis will also be made available to each sponsor for their own use. 

The new “half your plate” sponsorship opportunity offers three different sponsor levels: $4,000 for sponsorship of a full plate, $2,500 for sponsorship of half a plate, or $2,000 for  sponsorship of one quarter of a plate. For additional details about the “half your plate” sponsorship opportunity, view the Half Your Plate Sponsorship Form, or contact PBH Development Director Renee Bullion.

Have Fun with Fruits & Veggies This Summer

School is out and summer has begun!  The 2011 PBH Nutrition Education Catalog has some terrific items designed to help children have fun with fruits and vegetables all summer long! Here are some items designed to motivate kids (and the whole family!) to consume more fruits and vegetables and teach them about good nutrition while they’re away from the classroom. 

The Why Fruits & Vegetables? Tear Sheet Pad is a great overview of why we all need to include fruits and vegetables in meals and snacks that’s perfect as a refresher for children’s nutrition education over the summer. 

The Kids Fruit & Veggie Tracking Sheet features the Color Champions and will help kids keep track of how many yummy fruits and veggies they eat over the course of a day, week, and month. This easy-to-use tracking sheet comes on a 100-tear sheet pad. 

The thoughtful and engaging storybook, All Our Fruits and Vegetables, shows kids where and how a variety of colorful fruits and vegetables are grown. It also encourages kids to taste new and unique produce. This paperback is recommended for children ages 3-6. 

You can find these nutrition education items along with many others in the 2011 PBH Nutrition Education Catalog at

Let’s Move Update: Menominee Tribe Debuts Let's Move! In Indian Country Campaign

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 Menominee Tribe was the first to participate in first lady Michelle Obama's Let's Move! in Indian Country campaign, part of her overall Let’s Move initiative aimed at eliminating childhood obesity in this generation. 

Tribal Chairman Randal Chevalier said the Menominee tribe was selected to launch the initiative in part because Menominee County, which largely shares common boundaries with the Menominee Reservation, ranked last out of 72 Wisconsin counties in overall health factors and outcomes. 

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.

Website Poll: Favorite Ethnic Cuisine

PBH has an ongoing poll available on the Fruits & Veggies—More Matters website that provides interaction with visitors and helps gather useful information about visitors and content for future updates. A recent poll asked consumers about their favorite ethnic cuisine. 

The question specifically asked, “What’s Your Favorite Ethnic Cuisine?” and asked responders to select from the responses French, Mexican/TexMex, Indian, Thai, Chinese, Italian, or Other. Out of 96 poll responders, 30 percent (29) chose Mexican/TexMex, 21 percent (20) said Italian was their favorite ethnic cuisine, 16 percent (15) selected Thai food, 11 percent (10) chose Indian, 9 percent (9) selected Chinese food, 9 percent (9) said some other type of ethnic cuisine was their favorite, and 4 percent (4) chose French food as their favorite. 

New poll questions will look to website visitors for information about their lifestyles and their current level of understanding of the importance of fruits and vegetables, driving new enhancements to the website. 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. 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 16, 2011 through May 31, 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.

Returning Trustees ($10,000+ Annual Contribution):
California Avocado Commission
Del Monte Foods
Pace International, LLC

Returning Donors:
California Table Grape Commission
Hungenberg Produce, Inc.
Key Food Stores Cooperative, Inc.
Quality Sales, LLC
Southeast Produce Council
Washington State Potato Commission


For more information, contact Kristen Stevens.


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