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July 9, 2010

From the President: Committee Recommends More Fruits and Vegetables
Celebrate National Fruits & Veggies—More Matters Month and Take the Pledge
PBH Addresses the Washington State Potato & Onion Association
PBH Adds New Social Networking Outreach
Child Nutrition Legislation Update
Let’s Move Update: Mayors and Parks Do Their Part
Health Beat: IOM Recommends FDA Treat Foods as Rigorously as Medicines

From the President: Committee Recommends More Fruits and Vegetables

From PBH President and CEO Elizabeth Pivonka, Ph.D., R.D. 

The 2010 Dietary Guidelines Advisory Committee has released their report to USDA and HHS. The 13-member panel of national nutrition and health experts based their report on the latest scientific evidence. The committee’s report identifies obesity as the single greatest threat to public health in this century. It also states that fruits and vegetables are key to helping Americans achieve and maintain a healthy weight. This puts fruits and vegetables in the enviable position of being a food group from which the government recommends all Americans eat more

The 2010 Dietary Guidelines for Americans will be developed by the federal government over the next several months following the 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. 

Once the final report is released, the entire fruit and vegetable industry will have another documentation of the proof of its products' positive impact on health and another great opportunity to spread the message of health benefits, great taste, and abundant variety to consumers as a way to increase sales. PBH will be here with marketing toolkit materials, consumer columns offering an unbranded voice that speaks directly to consumers, and an award-winning consumer website that features very little sponsorship and no pop-up ads. We want to help you spread the message that, for better health, everyone needs to eat more fruits and veggies. 

I encourage all of our readers to review the 2010 Dietary Guidelines Advisory Committee Report online at The public has until July 15 to submit written comments on the report online at You can read PBH’s submitted comments here.

Celebrate National Fruits & Veggies—More Matters Month and Take the Pledge

National Fruits & Veggies—More Matters® Month will be here soon and this year, Fruits & Veggies—More Matters has more to offer than ever before. September will mark the launch of the new online pledge campaign resulting from discussions between the National Fruit & Vegetable Alliance (NFVA) and first lady Michelle Obama’s Let’s Move childhood obesity initiative. The name of that campaign is America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! The campaign helps link both the Let’s Move and Fruits & Veggies—More Matters efforts together. Also, the Fruits & Veggies—More Matters consumer website,, will add a new activity exchange page to highlight successful local efforts at moving people to eat more fruits and vegetables and live a more healthful lifestyle. These activities will launch in September as part of Fruits & Veggies—More Matters Month and then continue for several months. 

PBH encourages everyone to view the new promotional materials designed in support of the America’s More Matters Pledge campaign. Toolkits are now in development and will be placed on the PBH website, in mid-July. These new toolkit materials will include downloadable items like pledge cards, press release templates, newsletter articles, POS pieces, web link buttons, tweet scripts, and radio scripts. There will also be toolkit items designed to help donors announce their related activities to the consumer media and other audiences. As always, these materials will be customizable and free of charge for the industry, educators, and members of the public health community. PBH urges donors to look for the September pledge campaign toolkit and incorporate some or all of these materials into planned September promotions. While online, remember to take advantage of the wealth of other prepared marketing materials like the retail toolkit and suppliers’ toolkit

In September, PBH will add a new activity exchange page to, in the “My Community” section of the website where consumers will be able to see what’s happening relating to fruits and vegetables in their local community and what others are doing nationwide. PBH is currently collecting information to populate this new area of the site which will also feature a “tell us” form so that site visitors can share activities that they know will be occurring in their area. PBH encourages donors to populate the activity exchange page, beginning in August, with any fruit and veggie events or activities of interest to consumers: contests, free materials, in-store demonstrations, classes, tours, etc. This will help build online buzz and boost participation.  

Other recent additions to like the Let’s Move page and the gardening section will also feature new materials in September. New recipes and Fruit & Veggie Nutrition Database commodities will be added as well. Additionally, PBH is also aggressively expanding its social media marketing efforts over the summer in preparation for the America’s More Matters Pledge campaign launch. Donors not already following Fruits & Veggies—More Matters on Facebook or Twitter are advised to do so, as the very latest updates on September activities will be posted there as they are finalized. Additional September activities are currently in discussion with the Let’s Move initiative and the National Fruit and Vegetable Alliance. More information will be released as these discussions unfold. 

Here are some more ideas for getting involved! Host a Supermarket School Tour event and make sure local teachers are aware of these events and the nutrition education resources available for use in their classrooms online at and If your company hasn’t already added a link from its website to, add one now. A link button and website copy are available for donors to add to their websites. To receive button graphics, contact PBH Communications Specialist Jill LeBrasseur. Make sure the
Fruits and Veggies—More Matters logo appears on product packaging and signage. Forward PBH press releases to local media outlets. For more information and other ideas for celebrating National Fruits & Veggies—More Matters Month, contact PBH Communications Specialist Jill LeBrasseur.

PBH Addresses the Washington State Potato & Onion Association

The Washington State Potato & Onion Association meeting was held in Chelan, WA June 20 - 22. Jennifer Armen-Bolen, PBH’s West Coast Fund Development Director, presented information to the group about PBH and the impact that the Fruits & Veggies—More Matters national public health initiative is having with mothers of elementary and middle school age children.

PBH Adds New Social Networking Outreach

PBH has added a new Facebook page to promote items in the Nutrition Education Catalog. Click here to view this new page. This new page will be used to promote PBH and Fruits & Veggies—More Matters products directly to consumers, be they educators, health care professionals, parents, or others. Other new Facebook and Twitter pages will be added to promote different aspects of PBH and the
Fruits & Veggies—More Matters brand in the coming weeks. PBH also encourages donors to follow Fruits & Veggies—More Matters’ existing pages on Facebook or Twitter. Further plans for
Fruits & Veggies—More Matters Month and other website enhancements will be announced there as soon as they are finalized.

Child Nutrition Legislation Update

On July 1, Agriculture Secretary Tom Vilsack testified on the pending legislation to reform and reauthorize USDA's Child Nutrition Programs and Supplemental Nutrition Program for Women, Infants and Children (WIC) before the U.S. House of Representatives Committee on Education and Labor. 

As part of his prepared testimony, Secretary Vilsack urged the committee to act quickly and forcefully on this legislation in order to provide all of our children with the healthy meals that are so important to their health and education. The strong letter of support for Child Nutrition Reauthorization from 221 Members of the House of Representatives, along with the bipartisan Senate action and the Chairman's bill, show that there is broad support for this important legislation.

Let’s Move Update: Mayors and Parks Do Their Part

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. 

On June 11, during the Annual Meeting of the U.S. Conference of Mayors in Oklahoma City, Michelle Obama and Secretary of Health and Human Services Kathleen Sebelius announced the creation of “Let's Move Cities and Towns." As part of this new initiative, mayors across the country are being asked to sign up and take steps to make their community a healthier place, especially for children. To learn more about “Let’s Move Cities and Towns" visit the Let’s Move website

National parks are also participating in Mrs. Obama’s Let’s Move campaign to combat childhood obesity. Kids can now become Let’s Move Outside Junior Rangers by participating in an outdoor activity that gets their hearts pumping and bodies moving. The Junior Ranger program is available in more than 200 national parks. It rewards young people with a certificate and patch or badge for completing a series of fun, educational activities related to each park’s unique resources. Now, kids who participate in healthy recreation as part of this requirement will also receive a Let’s Move Outside sticker. 

The Apps for Healthy Kids competition submission period has now closed. There were 160 submissions received and are currently being reviewed. The submissions will be posted online at by noon EDT July 14 and the public is invited to vote for their favorite apps. Results of public voting will determine the winners of the Popular Choice Awards, while a panel of expert judges including Apple Computer Co-Founder Steve Wozniak, Zynga CEO Mark Pincus, and others, will evaluate submissions and determine the winners of all other prizes. Judging and public voting will conclude on August 14. By fall, $60,000 in prize money will be awarded to a total of 12 winners. 

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

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

In June, there were two significant activities regarding the delivery of primary care in the health care system. The delivery of primary care is important for prevention of health problems and vital to improving American health. It’s also the area of care where nutrition, specifically increased fruit and vegetable consumption, primarily resides. 

First, the Medicare Payment Advisory Commission (MedPAC) released its June 2010 Report to the Congress: Aligning Incentives in Medicare. This report focuses on how incentives in the Medicare program can be leveraged to promote quality of care and efficient use of resources—key elements of a high-value health care delivery system. 

Second, the federal government allocated $250 million for several preventive health care programs under the Affordable Care Act in the Prevention and Public Health Fund designed to help create the infrastructure to prevent disease, detect disease early, and manage conditions before they become severe and more costly. This funding is intended to identify approaches to health care that keep people from becoming sick and address the underlying drivers of chronic disease. This is being allocated into four areas. Of particular interest, $126 million will support federal, state, and community preventive healthcare initiatives, the integration of primary care services into publicly-funded, community-based behavioral health settings, obesity prevention and fitness, and tobacco cessation. 

The Medicare Payment Advisory Commission is a congressional agency that provides independent, non-partisan policy and technical advice to the Congress on issues affecting the Medicare program. The Commission’s goal is to achieve a Medicare program that assures beneficiary access to high-quality care, pays health care providers and health plans fairly, rewarding efficiency and quality, and spends tax dollars responsibly. For more information about the Medicare Payment Advisory Commission visit their website,

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 June 14, 2010 through July 6, 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:
Agroeden Cia, LTDA
Frey Farms Produce, LLC

Returning Donors:
California Table Grape Commission
Carcione Fresh Produce Co., Inc.
Coast Produce Company
Great Lakes International Trading, Inc.
Harps Food Stores, Inc.
Indianapolis Fruit Company, Inc.
Key Food Stores Cooperative, Inc.
LGS Specialty Sales, Ltd.
Midwest Marketing Co., Inc.
North Bay Produce, Inc.
Red Blossom Sales, Inc.
River Ranch Fresh Foods LLC
Spokane Produce, Inc.
United Natural Foods, Inc.
Walter P. Rawl & Sons, Inc.
Wayne E. Bailey Produce Company
Wegmans Food Markets


For more information, contact Kristen Stevens.

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