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August 6, 2010

From the Chair: Take the Pledge!
Updated PBH Scorecard Now Available
Fruits & Veggies—More Matters Website Now Boasts Over 1,000 Recipes
Exciting Things are Happening at PBH
Vote for PBH and Shop Healthy! in the Apps for Healthy Kids Competition
Child Nutrition Legislation Update
CDC Releases Updated Obesity Statistics
PBH Takes Part in PMA Foodservice Conference & Expo
Grab n Go Salad Bowl Set Keeps Lunch Cool and Fresh
Let’s Move Update: Let’s Move Teams Up with Major League Baseball

From the Chair: Take the Pledge!

It’s August already! Hasn’t this year really flown by? National
Fruits & Veggies—More Matters Month will be here soon and September promises to be a very exciting time for the fruit and vegetable industry. By now I’m sure you’ve heard about the new online pledge campaign, America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! Click here to see the core look of the campaign. September marks the beginning of the pledge campaign’s activities for consumers, but you can begin to upload activities and events to the new activity exchange page on the Fruits & Veggies—More Matters consumer website,, later this month! 

In February, first lady Michelle Obama announced her new Let’s Move initiative with the goal of solving the epidemic of childhood obesity within a generation. America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! is a result of discussions between the National Fruit & Vegetable Alliance and first lady Michelle Obama’s Let’s Move childhood obesity initiative. The Let’s Move initiative contains numerous references to fruits and vegetables and the role they have to play in the fight against childhood obesity. We know that by leading people to eat more fruits and vegetables, we can help to turn the tide on this disturbing trend. 

I encourage all of you to look at the new promotional materials designed in support of the America’s More Matters Pledge campaign. Three versions of this toolkit are now available on the PBH website, Click through to check out the retail toolkit, the supplier toolkit, and educator toolkit online. These new toolkit materials are customizable and free of charge for the industry, educators, and members of the public health community. Check them out today and incorporate some or all of these materials into your planned September promotions and other marketing material going into 2011. 

Additional 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. 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. 

Fruits and vegetables have a fantastic opportunity in 2010 with news stories touting them as part of the solution that will lead a generation of Americans to better health. In Fruits & Veggies—More Matters, PBH has an excellent venue to reach consumers and persuade them to increase their intake of fruits and vegetables. To keep the momentum going we need all PBH donors to become true advocates of the
Fruits & Veggies—More Matters message and America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! 

Incorporate the America’s More Matters pledge into your marketing materials. Promote the pledge by linking to and uploading your company’s activities and events onto the Fruits & Veggies—More Matters website so that consumers can read about them online. And don’t forget to promote to help get children interested in fruits and vegetables. 

The time to act is now. Take the pledge to eat more fruits and vegetables for your own better health and to support PBH both financially and with your actions. Join us in promoting America’s More Matters Pledge: Fruits &Veggies … Today and Every Day!.

Andrea Astrachan, Ahold USA

Updated PBH Scorecard Now Available

The PBH scorecard has been updated.  PBH uses the scorecard to describe the Foundation's mission, report its activities, and encourage support.  A PDF of the new scorecard can be viewed here. PBH encourages readers to download this scorecard and pass it along to anyone who might be interested in increasing the fruit and vegetable consumption of Americans.

Fruits & Veggies—More Matters Website Now Boasts Over 1,000 Recipes

There are now over 1,000 recipes available on the
Fruits & Veggies—More Matters® consumer website, This recipe database is easily searchable by consumers seeking a recipe for a particular meal segment or one that utilizes a specific fruit or vegetable as an ingredient. Having a wide variety and large number of recipes in our database is part of our promise to consumers that visiting will make it easier for them to add more fruits and vegetables to meals and snacks. 

Website visitors can search these recipes using several different parameters including: recipe group, recipe category, fruit & veggie colors within the recipe, and keywords such as specific ingredients or cooking methods. There is even a separate section of recipes that can be prepared in 30 minutes or less. These quick-to-fix recipes are available on their own webpage and in a seasonal archive and are also displayed in the search results of the regular database when they meet the requirements of a recipe search. 

The recipe section of continues to be one of the most frequently visited areas of the website. PBH promotes this area to consumers via news releases, consumer matte releases, blog posts, and through social media sites like Twitter and Facebook

PBH is always looking for more recipes to add to its database and would like to add recipes from our donors. Only recipes with print-quality photos of the completed dish will be considered. Submitted recipes will be evaluated to see if they meet PBH’s products promotable criteria. This will determine how the recipes are classified in the database and if they are eligible for consideration as an official Fruit or Veggie of the Month recipe. Recipe suppliers receive a credit line whenever their recipe is used. To provide recipes for the Fruits & Veggies—More Matters consumer website, send recipes and photos to PBH Communications Specialist Jill LeBrasseur.

Exciting Things are Happening at PBH

PBH is buzzing with excitement. Big things are happening now and are planned for the near future. Two new Consumer Columns are being released. America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! begins in September and will continue into 2011. The Food Editors’ Luncheon in November is filling up. The date and place have been chosen for 2011’s Annual Board and Committee meetings, and the future is filled with possibility! 

PBH will release two new Consumer Columns this month. Matte releases like these help increase consumer awareness of
Fruits & Veggies—More Matters and inform them that eating more fruits and vegetables really does matter for better health. 

The America’s More Matters Pledge, an outcome of discussions between Michelle Obama’s Let’s Move childhood obesity initiative and the National Fruit & Vegetable Alliance, will begin in September and continue indefinitely. This online pledge campaign will have people promising to increase their fruit and vegetable consumption, offer them tips that make it easier to eat more produce in all forms, and make them aware of fruit and veggie related events and activities near them. 

The PBH Food Editors' Luncheon will be held Tuesday, November 16, at the Russian Tea Room in New York City and RSVPs are coming in quickly. 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 and America’s More Matters Pledge. PBH would like to thank the premier sponsors of this event: California Avocado Commission, Del Monte Fresh Produce, and Northwest Pear Bureau. 

PBH’s 2011 Annual Meeting will take place March 31 - April 2 at the beautiful bayside Monterey Plaza Hotel & Spa in Monterey, California. PBH encourages readers to save the date in order to attend this yearly event and the Gala on the Coast Dinner-Auction-Dance that serves as the finale for the annual meeting. New this year, plan to attend the PBH Golf Tournament Saturday, April 2, 2011. More details about meeting activities and festivities will be shared in coming months. 

Exciting things are happening at PBH. Be a part of it! Sponsorship opportunities are now available for other Consumer Columns as well as the 2011 Annual Meeting. Meeting sponsors will be recognized in board meeting publications and on-site signage. If you would like to be a sponsor, contact PBH West Coast Fund Development Director Jennifer Armen-Bolen, or PBH East Coast Fund Development Director Renee Bullion. If donors have contact information for a media representative they would like to receive an invitation to the Food Editors' Luncheon they can supply that contact information to PBH Communications Specialist Jill LeBrasseur.

Vote for PBH and Shop Healthy! in the Apps for Healthy Kids Competition

The Apps for Healthy Kids competition submissions are now online at and the public is invited to vote for their favorite apps. Exciting news, Shop Healthy! has been included in the Apps for Healthy Eating Contest! PBH helped to develop The Shop Healthy! app by supplying all of the fruit and vegetable information, storage tips, and other fun facts. The Fruits & Veggies—More Matters consumer website,, is linked several times in the app. 

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. 

Please vote for Shop Healthy! and pass on the word for others to do so as well. This would be a great subject for social media mentions on Twitter, Facebook, or Linkedin. You can vote for Shop Healthy! online at

Child Nutrition Legislation Update

The Healthy, Hunger-Free Kids Act of 2010 (S. 3307) unanimouslypassed the U.S. Senate Thursday, August 5. This bill approved $4.5 billion in additional funding for child nutrition programs over the next 10 years; a move that backers of the legislation called the largest investment in those feeding programs ever. 

One important provision in the bill calls for an increased reimbursement of $.06 per school lunch which is tied to serving healthier meals consistent with the 2005 Dietary Guidelines for Americans, including more fruits and vegetables. This is the first increase in the reimbursement rate in 40 years. The bill also provides more training for schools to serve healthier meals, and takes steps to address the growing problem of childhood obesity by setting national nutrition standards for all foods dispensed at schools. 

A House of Representatives version of this bill provides nearly double the funding, so the initiative still has several steps to go through in Congress before final passage. PBH and other members of the National Fruit and Vegetable Alliance urge Congress to pass child nutrition legislation before the programs expire on September 30, 2010.

CDC Releases Updated Obesity Statistics

The latest report on obesity is now available from Centers for Disease Control and Prevention (CDC), and as you might expect, the news isn’t good. 

According to CDC, the number of adults whose self-reported weight and height numbers, obesity rose 1.1 percent between 2007 and 2009.  Overall 26.7 percent of Americans qualify as obese, meaning they have a BMI of 30 or higher. That number is even higher for non-Hispanic blacks (36.8 percent), Hispanics (30.7 percent), and those who did not graduate from high school (32.9 percent). In nine states at least 30 percent of residents are obese. States ranged from Mississippi with the highest obesity level (34.4 percent) to Colorado with the lowest (18.6 percent). 

If this news sounds familiar, that’s because the  F as in Fat: How Obesity Threatens America’s Future - 2010 report, released in June by the Trust for America’s Health and Robert Wood Johnson Foundation is based on the same data. The difference is that the figures just released by CDC only use data from 2009, while F as in Fat uses a three-year rolling average for statistical reasons. 

Both reports highlight Colorado as the only state with an obesity rate of less than 20 percent. CDC’s report says the District of Columbia also weighs in under that figure at 19.7 percent. The obvious question is, what’s going on in Colorado and what can the industry do to make the same thing happen in Mississippi?. 

For more information, read CDC’s press release on the new obesity figures.

PBH Takes Part in PMA Foodservice Conference & Expo

PBH joined industry members to make up a record breaking attendance at the PMA Foodservice Show in Monterey, CA July 30 - August 1st. Hot topics of conversation included the newly released 2011 PBH sponsorship opportunities, the PBH’s upcoming 20th anniversary, and the exciting America's More Matters Pledge … Today and Every Day! launching next month. Also, thanks to all the many supporters displaying their Proud Supporter of Fruits & Veggies—More Matters signs and wearing Fruits & Veggies—More Matters pins.

Grab n Go Salad Bowl Set Keeps Lunch Cool and Fresh

The 2010 PBH Nutrition Education Catalog is packed full of new
Fruits & Veggies—More Matters items designed to educate people about fruits and vegetables and motivate them to consume more. 

The Grab n' Go Salad Bowl Set is a new product featured in this year’s catalog. Packing lunch for work (or your kids’ lunch for school) is a great way to ensure that plenty of nutritious fruits and vegetables are on the menu. The Grab n' Go Salad Bowl Set keeps your healthy food cold and fresh. This unique three-piece set includes a large salad bowl with a separate container for dressing and a removable tray for salad toppings like sunflower seeds or croutons. A removable, non-toxic freezer gel stays cold in your freezer until ready to use to keep everything cold. 

While at the catalog website, check out the summer clearance items. Hot deals are available on insulated squeeze bottles, stickers, balloons, and more! 

As usual, the 2010 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

Let’s Move Update: Let’s Move Teams Up with Major League Baseball

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 July 20, Let’s Move and Major League Baseball kicked off a new partnership aimed at encouraging children to be more active. This program will run in baseball stadiums and online and features a PSA, produced with cooperation from the Ad Council, which will air on television and on other media. 

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.

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 July 22, 2010 through Aug. 2, 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):
Bayer CropScience
Safeway, Inc.

Returning Donors:
JC Beansprouts, Inc.
Cal Sungold, Inc.
Calavo Growers, Inc.
Jasmine Vineyards, Inc.
L & M Companies, Inc.
Lakeshore Foods Corporation
Mission Produce, Inc.
Sunview Marketing International


For more information, contact Kristen Stevens.

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