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July 5, 2013

Annual Survey of Moms Shows Strong Growth for the Fruits & Veggies—More Matters Brand
Coming this September . . .Freshen Up & Pin Up
IFIC Releases 2013 Food and Health Survey
2013 State Indicator Report Provides Consumption Info on Fruit & Vegetables
Attractive Vegetable Names Improves Consumption in Schools
July Social Media Posts Now Available

Annual Survey of Moms Shows Strong Growth for the Fruits & Veggies—More Matters Brand

Significantly more moms are motivated by the Fruits & Veggies—More Matters® logo to purchase and eat more fruit and vegetables in 2013 compared to 2007. Of the 26 percent of moms familiar with the brand, 49 percent are likely to purchase a product that carries the logo on packaging and 41 percent believe the Fruits & Veggies—More Matters brand helps to motivate them and their families to eat more fruit and vegetables; up 24 percent since 2007. PBH conducts an annual survey of moms with children 10 years of age and under to assess fruit and vegetable consumption, barriers to increased consumption, and awareness of the Fruits & Veggies—More Matters brand. The 2013 survey was sponsored by Del Monte Fresh Produce and Produce Marketing Association.

Supermarkets continue to be the primary channel in which moms become familiar with the Fruits & Veggies—More Matters logo, either through in-store display, ads, or seeing the logo on packaging.

The work of PBHs donors and licensees in supporting the Fruits & Veggies—More Matters brand coupled with PBHs brand marketing efforts has generated over 21 billion consumer impressions, and, on average, every American has been reached 68 times since the launch of Fruits & Veggies—More Matters in 2007. The collective support of the fruit and vegetable industry has also contributed to the positive increases in familiarity with the logo and likelihood to purchase more fruit and vegetables. PBH continuously partners with donors and supporters to grow the consumer reach of the Fruits & Veggies—More Matters brand, and to increase the consumption (and sale) of fruit and vegetables through initiatives such as:  

  • Working with supermarkets, growers, shippers, and processors on consumer-focused promotions and other marketing efforts
  • Providing social media marketing and support on Facebook, Twitter, YouTube, and Pinterest
  • Including the Fruits & Veggies—More Matters logo on POS signage and in-store supplies
  • Providing content to supermarkets to make it easy for them to insert into consumer-oriented newsletters, recipe cards, and articles
  • Being a primary resource for supermarkets employing health and wellness staff and Registered Dietitians

Organizations interested in partnering with PBH on marketing and cross-promotion activities are encouraged to contact Kristen Stevens.

Coming this September . . .Freshen Up & Pin Up


September is Fruits & Veggies—More Matters® Month and this year PBH has a created a fun way to celebrate—its the Freshen Up & Pin Up consumer challenge! Were asking consumers to show us how theyve "freshened up" their meals and snacks by making them half fruit and vegetables. Heres how it works:  

  • The challenge will take place September 1-30, 2013.
  • The challenge will take place on PBHs special Pinterest Freshen Up & Pin Up challenge board (challenge board will go live on September 1st).
  • The top 5 pins receiving the most re-pins and likes combined at the end of the challenge period will receive the prizes—1 Grand Prize and 4 First Place winners will be announced on October 1, 2013.
  • The Grand Prize winner will receive $1,500 and the 4 First Place winners will receive $250 each.

Were asking our donors to help PBH promote the Freshen Up & Pin Up challenge and promote Fruits & Veggies—More Matters month. Its very simple to do—weve got a marketing toolkit now available that includes graphics you can use in your printed materials and social media posts so you can share the information with your followers.

Look for more information next month as we get closer to the challenge—it should be an exciting Fruits & Veggies—More Matters month this year!

IFIC Releases 2013 Food and Health Survey

The International Food Information Council Foundation (IFIC) recently released the 7th annual survey designed to gain insights from Americans on important nutrition, health-related, and food safety topics. The 2013 Food and Health Survey provides an opportunity to understand how Americans view their own diets, their efforts to improve them, how they balance diet and exercise, and their beliefs and behaviors when it comes to food safety.

The survey represents more than 1,000 Americans ages 18-80. Results were weighted by age, education, gender, race/ethnicity, and religion to ensure that they are reflective of the population. A few key highlights of the survey report include:  

  • A vast majority of Americans believe its possible to have at least a great deal of control over the healthfulness of their level of physical activity, their diet, and their weight, yet far fewer are actually taking that control.
  • Eating more fruit and vegetables tops the list of ways Americans are trying to improve their diets.
  • Peoples willingness to believe new information about food and health is impacted most by their own research, with 91 percent saying it has at least some impact. (87 percent are impacted by hearing the information from friends or family, 84 percent who hear it from someone who has an advanced degree in health or nutrition, 70 percent who hear it in the news, and just 29 percent who hear it via social media.)
  • The majority of Americans (78 percent) would rather hear about what they should eat rather than what they should not eat, preferring positive messaging about how to have a healthful diet.
  • Only 43 percent look for information about nutrition benefits, and only 29 percent about health benefits when deciding to purchase or eat a food or beverage. Women turned to nutrition and cooking information more than men.

Get more information about how Americans view diet and nutrition by viewing the entire results of the survey.

2013 State Indicator Report Provides Consumption Info on Fruit & Vegetables

A diet rich in fruit and vegetables plays an important role in reducing the risk of many diseases. It also helps to maintain a healthy weight, an important consideration given that obesity is a national epidemic in this country. More than one-third of U.S. adults and approximately 17 percent of children and adolescents aged 2-19 are obese. Obesity-related conditions include some of the leading causes of preventable death such as heart disease, stroke, and type 2 diabetes.

The Centers for Disease Control and Prevention (CDC) has released the latest report providing state-by-state information on fruit and vegetable consumption. It also presents environmental and policy indicators that measure a states ability to support consumption of fruit and vegetables through increased access and availability in schools and communities. These behavior indicators are derived from the Behavioral Risk Factor Surveillance System and Youth Risk Behavior Surveillance System, both conducted by CDC.

The report shows that while fruit and vegetable consumption is high in some states, overall fruit and vegetable consumption in the United States is low. It also describes how states are supporting consumption of fruit and vegetables, monitoring progress, celebrating successes, and identifying areas of improvement.

See the entire State Indicator Report on Fruits and Vegetables (2013) and see how your state measures up.

Attractive Vegetable Names Improves Consumption in Schools

Can names like "x-ray vision carrots" and "silly-dilly dilly green beans" really get kids to consume more vegetables? Thats exactly what researchers found according to a report in the June issue of the IFAVA Scientific Newsletter.

In the first experiment, 147 students (ages 8-11) from 5 different schools were served lunch at their schools as usual, except roughly a third were offered carrots labeled "x-ray vision carrots," a third carrots labeled "Food of the Day," and a third of the carrots had no label. While no differences in carrot labeling were found regarding the amount of carrots chosen, the percentage of carrots consumed was much greater for "x-ray vision carrots." That is, students given "x-ray vision carrots" consumed 65.9 percent of their carrots compared to 32 percent of "Food of the Day," and 35.1 percent of the unlabeled carrots.

To understand if this strategy works over time in a much larger group of students, researchers implemented it with other vegetables over two months and in two different schools. In lunch lines vegetables were given attractive names that were printed on cards and placed next to each item. In over 40,000 lunch transactions, researchers found a 109.4 percent increase for selecting broccoli ("Power Punch Broccoli"), 176.9 percent increase in selecting green beans ("Silly-Dilly Green Beans"), and a 30.2 percent increase in selecting carrots ("X-Ray Vision Carrots"), compared to percentage of students choosing unlabeled vegetables.

Visit the IFAVA for more information about how simple marketing principles have dramatic effects on vegetable selection and consumption.

July Social Media Posts Now Available

Vacations, fun in the sun, and patriotic picnics—thats what the month of July is all about! PBH has created some seasonal-themed posts perfect for your social media channels. Share them with your followers as created or tweak them to suit your needs.

PBH is pleased to recognize the following companies who have contributed their support to the Foundation from June 5, 2013 through July 3, 2013. Your generous contributions help support PBHs many activities to increase 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.

Donors Who Increased Their Annual Contribution:
AmeriFresh, Inc.
Better Bags, Inc.
Jasmine Vineyards, Inc.
Kellogg Company
Ruiz Sales, Inc.
Seald Sweet International
Southern Specialties
Unistar Plastics, LLC
Walter P. Rawl & Sons, Inc.

Returning Trustees ($10,000+ Annual Contribution):
Canned Food Alliance
Del Monte Foods
Dole Food Company, Inc
United Fresh Produce Association
The Walt Disney Company

Returning Donors:
Agrow Fresh Produce Company, Inc.
Calavo Growers, Inc.
Captial City Fruit Company, Inc.
Enza Zaden North America, Inc.
Great Lakes International Trading, Inc.
Key Food Stores Cooperative, Inc.
The Los Angeles Salad Company, Inc.
Morita Produce Company & Nuthouse
NatureSweet, Ltd.
North Bay Produce, Inc.
Orbit Tomato Company, Inc.
Raley's Supermarkets
Rigby Produce, Inc.
Spokane Produce, Inc.
Sun Pacific Marketing Cooperative, Inc.
Turbana Corporation
Valley Fig Growers
Wakefern Food Corporation
Weis Markets, Inc.
Yucatan Foods


For more information, contact PBH Development Director Renee Bullion.


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