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June 18, 2010

2010 Dietary Guidelines Advisory Committee Submits Report
Promote PBHs Your Healthy Life and You Contest as Deadline Nears
Three New Radio PSAs Debut Courtesy of Wild Blueberries and WestGlen
PBH Addresses ASTPHND at Annual Meeting
Let’s Move Update: Chefs Move to Schools
Child Nutrition Legislation Update
Health Beat: The Robert Wood Johnson Foundation
Eat More Fruits & Veggies to Reduce Calories

2010 Dietary Guidelines Advisory Committee Submits Report

On June 15, the 2010 Dietary Guidelines Advisory Committee released their report to U.S. Department of Agriculture (USDA) and the Department of Health and Human Services (HHS.) The report is based on the latest scientific evidence and was prepared by a 13-member panel of national nutrition and health experts. The public now has 30 days to comment on this report at  

The report identifies obesity as the single greatest threat to public health in this century and states that fruits and vegetables, along with whole grains, are key to helping Americans achieve and maintain a healthy weight. In addition to moving toward a plant-based diet, eating moderate amounts of lean meat, poultry and eggs are recommended. The report suggests an increase in seafood consumption as well as a decrease in sodium intake. It also states that added sugars and solid fats should be avoided and advises people to meet the 2008 Physical Activity Guidelines for Americans

Along with emphasizing specific foods, the new guidelines set standards for school breakfasts, lunches and other federal programs. The committee’s report underscores the importance of focusing on children’s health, calling prevention of obesity in childhood the single most powerful public health approach to combating and reversing America’s obesity epidemic over the long term. 

The 2010 Dietary Guidelines for Americans will be developed by the federal government over the next several months following close of the comment period on the advisory committee’s report. These guidelines will act as a basis for establishing federal nutrition policy, building nutrition education curriculum, and crafting consumer messages on healthy eating. The final 2010 Dietary Guidelines for Americans will be released later this year by USDA and HHS. 

Individuals and organizations are encouraged to view the 2010 Dietary Guidelines Advisory Committee Report online at Written comments may be submitted through July 15 and oral comments will be accepted at a public meeting about the report is scheduled in Washington, D.C., on July 8.

Promote PBHs Your Healthy Life and You Contest as Deadline Nears

The final day to submit entries to PBH’s consumer contest, Your Healthy Life and You, is July 1, 2010. The contest asks consumers to write up, in 1000 words or less, success stories from their lives involving fruits and vegetables. PBH is looking for 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 their family’s favorite fruit or vegetable recipe. These stories will then be used on the Fruits & Veggies—More Matters® website, in consumer media outreach efforts, and elsewhere to promote the increased consumption of 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. 

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.  

If donors have promoted the contest by adding a link to the contest page on from their own websites, PBH requests that they call attention to the fact that the deadline is coming up soon. 

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

Three New Radio PSAs Debut Courtesy of Wild Blueberries and WestGlen

WestGlen Communications recently released three new radio PSAs stressing that, when it comes to good nutrition, all forms of fruits and vegetables matter: fresh, frozen, canned, dried and 100 percent juice. These PSAs were distributed by WestGlen Communications at no cost to PBH. PSA recording and CD production costs were subsidized by the Wild Blueberry Association.These PSAs are branded as PBH PSAs and refer listeners to the Fruits & Veggies—More Matters website,

PBH Addresses ASTPHND at Annual Meeting

The Association of State & Territorial Public Health Nutrition Directors (ASTPHND) annual meeting was held June 13 – 15 in Baltimore MD followed by a meeting of the National Fruit & Vegetable Nutrition Coordinators. Elizabeth Pivonka, Ph.D., R.D., president and CEO of PBH, presented an overview of September Fruits & Veggies—More Matters and Let’s Move activities at the state coordinator meeting. She presented key findings from PBH's 2010 Gen X and Gen Y Mom Survey and the updated State of the Plate research on a conference call with them in May. 

ASTPHND's mission is to provide national and state leadership for achieving optimal health through optimal nutrition for everyone in the United States. The association works to strengthen policy, programs, and services related to food, nutrition, and health through communication and education to prevent and control diet- and physical activity-related conditions. This is an important audience for PBH and
Fruits & Veggies—More Matters’ message points.

Let’s Move Update: Chefs Move to Schools

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. 

Early this month, the first lady called on chefs to join her effort to turn policies into practical solutions for America’s families. On June 4, hundreds of chefs from over 37 states gathered on the South Lawn of the White House in support of the Chefs Move to Schools program, a part of the first lady's Let’s Move initiative to end the epidemic of childhood obesity. At this event, Mrs. Obama called on chefs across the country to get involved by adopting a school and working with teachers, parents, school nutritionists, and administrators to help educate children about food and nutrition. 

The Chefs Move to Schools program, run through the U.S. Department of Agriculture, will pair chefs with interested schools in their communities so together they can create healthy meals that meet the schools’ dietary guidelines and budgets, while teaching young people about nutrition and making balanced and healthy choices. By creating healthy dishes that taste good, chefs have a unique ability to deliver these messages in a fun and appealing way to the larger audience, particularly children. With more than 31 million children participating in the National School Lunch Program and over 11 million participating in the National School Breakfast Program, good nutrition at school is more important than ever. 

The first lady and White House Assistant Chef and the Food Initiative Coordinator Sam Kass encouraged chefs and schools to sign up for the Chefs Move to Schools program, and it’s not too late for others to sign up through the USDA website as well.  The Let’s Move website states that, as of June 5, 990 chefs and 488 schools have signed up to participate. 

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

Child Nutrition Legislation Update

On May 27 the House voted in favor of an amendment to the military spending authorization bill to demonstrate Congress' support of President Obama's funding request for Child Nutrition Reauthorization. The bipartisan amendment was offered by Representatives James McGovern (D-MA), Jo Ann Emerson (R-MO), and Sanford Bishop (D-GA). More information about the roll call vote can be read online at the House Clerk’s website

The House Education and Labor Committee is poised to unveil their child nutrition reauthorization legislation in the coming weeks. During a briefing last week, anti-hunger and nutrition advocates heard about provisions to be included from the committee staff. While the House bill is expected to include more access and nutrition provisions, no funding sources for these enhancements have been identified. This funding is needed in order to finance a number of the enhanced and new provisions. 

In other Child Nutrition Act news, the Food Research and Action Center (FRAC) just released a study titled How Competitive Foods in Schools Impact Student Health, School Meal Programs, and Students from Low-Income Families. This analysis looks at the impact of competitive foods on low-income children's health and discusses how the Child Nutrition Act reauthorization can improve the school food environment.

Health Beat: The Robert Wood Johnson Foundation

Health Beat focuses on the link between health and eating more fruits and vegetables. Each edition features important information and events that are happening in health, health care, or nutrition policy, along with why they are significant to PBH and the fruit and vegetable industry. Links to key organizations are also highlighted in these articles. 

The Robert Wood Johnson Foundation just released a new report identifying ways that elementary schools’ nutrition practices don’t line up with national dietary recommendations when they serve meals or wellness policy provisions as required by the Child Nutrition and WIC Reauthorization Act of 2004. This report, titled School Policies and Practices to Improve Health and Prevent Obesity: National ElementarySchool Survey Results, can be read online at the Robert Wood Johnson Foundation’s website.  

School districts who participate in federal child nutrition programs were supposed to adopt and implement wellness policies in the 2006-2007 school year. Results included in this report were based on surveys of school administrators during the 2006–07 and 2007–08 school years; and findings represent about 21 million students in kindergarten through fifth grade each year. This report will be an important part of debates for the reauthorization of child nutrition programs. Some of its key findings include:

  • Only about 20 percent of public elementary school students were in schools that had salad bars or whole grains available through National School Lunch Program meals most or all days of the week.
  • About 70 percent of public elementary school students attended a school that had no guidelines regarding the nutritional quality of food or beverages sold as fundraisers. 

The report also identified opportunities for changing policies and practices to better support healthy eating among elementary school students:

  • Improve the nutritional quality of school meals by updating the U.S. Department of Agriculture (USDA) regulations to reflect the most current dietary guidelines.
  • Increase the federal reimbursement rate for school meals.
    Ensure that all competitive foods and beverages available on campus contribute to a healthy diet. Congress should give USDA the authority to update national nutritional standards for competitive foods and beverages and apply them to the entire campus for the full school day.
  • Many of these recommendations found in this report will be important to the fruit and vegetable industry as they provide opportunities for increased use of fruits and vegetables in schools. 

The Robert Wood Johnson Foundation focuses on pressing health and health care issues facing our country. As the nation's largest philanthropy devoted exclusively to improving the health and health care of all Americans, the foundation works with a diverse group of organizations and individuals to identify solutions and achieve comprehensive, meaningful, and timely change. Learn more about the Robert Wood Johnson Foundation by visiting their website,

Eat More Fruits & Veggies to Reduce Calories

This month’s edition of the International Fruit and Vegetable Alliance’s (IFAVA) scientific newsletter looks at increasing fruit and vegetable consumption as a method of reducing energy intake. Specifically, articles discuss the effect of different kinds of fruit on energy intake and satiety, using portion size to increase fruit and vegetable intake in children, and strategies to enhance weight loss that include high vegetable consumption. 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 28, 2010 through June 14, 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:
Yucatan Foods

Returning Donors:
Agrow Fresh Produce Company, Inc.
Andrews Brothers, Inc.
Apio, Inc.
B. Catalani, Inc.
Crosset Company
Grant J. Hunt Company
Nunhems USA
Richard Bagdasarian, Inc.
Stater Brothers Markets


For more information, contact Kristen Stevens.

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