Produce For Better Health Foundation

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August 26, 2011

2012 PBH Sponsorships Now Available
Get Ready for Our MyPlate Makeover Challenge!
Second Quarter 2011 Business Plan Results
Social Media Tips Shared Via Twitter Party
Visit PBH at 2011 Fresh Summit

2012 PBH Sponsorships Now Available

The Produce for Better Health (PBH) Foundation is excited to present our 2012 Sponsorship Brochure. Each program is designed to provide organizations with a strong ROI and high visibility. PBH has a number of new opportunities as well as several popular favorites in marketing and communications, research, and around our 2012 Annual Meeting and Dinner. The PBH Annual Meeting brings together the private and public sector audiences that PBH works with every year to share new scientific and consumer research about fruit and vegetable consumption. Attendees include national and state public sector partners and participants in the National Fruit and Vegetable Alliance, state nutrition coordinators, consumer affairs directors from national, regional and specialty retailers, public and private sector health professionals, senior executives from the produce industry and other national companies involved in PBH. Fruits & Veggies—More Matters Role Model and Champion Awards given to Retailers, the Private Sector, and Public Health Partners are also part of the annual meeting.

Other ways that PBH Foundation can help your boost marketing efforts include: 

  • Health Influencer Webinars: providing information in 1 hour and 30 minute sessions to nutrition health professionals, sponsors can provide content that PBH will review and offer for Continuing Education (CE) credits.
  • Research into Marketing, Health and Behavioral Economics: to stimulate new thinking around fruit and vegetable marketing, PBH will offer 8-10 competitive grants to researchers. Additionally, literature reviews will be conducted related to the health benefits and behavioral economics of fruits and vegetables.

PBH is especially excited about our new “Half-Your-Plate” Sponsorship. As a USDA national strategic partner around the launch of the new food icon, PBH is creating 1-page meal concepts with half the plate as fruits and vegetables. Sponsorship includes a commodity of choice as part of a “plate” that meets Fruits & Veggies—More Matters and U.S. Dietary Guidelines nutrient criteria and contains menu/recipe development and consumer recipe taste testing; nutrient and cost analysis; shopping lists, assembly directions, preparation time; and photography. The “plates” will also be used in ongoing PBH consumer outreach efforts. Specifically, “plates” will be featured in education materials like cookbooks and single tear sheets marketed to 100,000 health professionals and educators annually. “Plates” will be shown on PBH's consumer website, which receives 100,000+ average monthly web visits, and they will be shared via Facebook and Twitter, each with 5,000+ fans and followers. In addition, “plates” will be used in ongoing PBH media efforts as part of other key messages such as: healthy eating is not expensive; simple dietary “switches” can have a big impact on nutrition; plates for under $5; and 30-minute family meals. Photos and cost/nutrient analysis of sponsored “plates” will also be available for sponsor's own use.

Get Ready for Our MyPlate Makeover Challenge!

On September 1, Produce for Better Health Foundation (PBH) will launch a MyPlate Makeover Challenge in support of U.S. Department of Agriculture's (USDA) new ChooseMyPlate icon, released in June to depict the Dietary Guidelines for Americans 2010. A key message of the guidelines is to 'make half your plate fruits and vegetables,' and the MyPlate Makeover Challenge, launched in September during Fruits & Veggies—More Matters, is designed to help Americans do just that.

The MyPlate Makeover Challenge is simple: consumers can upload a snapshot of their plate, showing how they made half of it fruits and veggies, to the Fruits & Veggies—More Matters Facebook page (the MyPlate Makeover Challenge on this Facebook page won't be live until the last week of August). They'll then receive a coupon and be automatically entered to randomly win a free weekly $100 grocery gift card. The MyPlate Makeover Challenge will provide both guidance and inspiration by showcasing weekly "real food" plates. 

We encourage the industry and health professionals to do the following:

  • Follow the MyPlate Makeover Challenge and Fruits & Veggies—More Matters on Facebook or Twitter.
  • Participate in the conversation by offering advice, tips, and comments to consumers about their plates (or upload your own plate snapshot and encourage co-workers to do the same!).
  • Review/use the Half-Your-Plate social media marketing tools and ideas and support the Half-Your-Plate messages, or simply redistribute PBH messages by following us on Facebook or Twitter.
  • Post a MyPlate Makeover Challenge button on your consumer websites encouraging others to take the Challenge to make half their plate fruits and veggies
  • Promote your own MyPlate efforts to "make half your plate fruits and veggies" by adding your own program or promotion efforts to the Fruit & Veggie Happenings database.

The new USDA MyPlate is a wonderful way to show consumers the recommended proportion of fruits and vegetables in relation to other foods. Meanwhile, the Fruits & Veggies—More Matters initiative, website, and Facebook page provide inspiration, tips, information, and other types of support to make eating fruits and veggies come to life.

We look forward to working with you to help advance important USDA MyPlate messages, especially how to make half your plate fruits and veggies!

Second Quarter 2011 Business Plan Results

The results of the Marketing and Communications focus area for PBH's business plan during Q2 were “on fire.” Marketing and Communications is one of three main focus areas, along with Research and Funding, included in PBH's 2011 Business Plan.

“The results through the end of Q2 for metrics associated with the Fruits & Veggies—More Matters website, consumer impressions generated by our licensed retailers using the logo in their consumer outreach efforts, and consumer media impressions from our traditional PR and social media marketing efforts were well above the annual goal,” says Elizabeth Pivonka, president and CEO of PBH. “I am extremely pleased with the results and thrilled to share that the individual and collective efforts of our donors, supporters, and PBH staff do make a difference when it comes to extending the reach of the Fruits & Veggies—More Matters logo and brand messages to the consumer as they continue to strive to increase the consumption of fruits and vegetables.”

Through the end of Q2, the Fruits & Veggies—More Matters website generated over 82,000 monthly average visits, 18% above the annual goal, and 2,426 websites now link to the PBH consumer site over 750 of these links are industry and other .com websites. Retailers using the logo in various consumer-outreach efforts, inclusive of circulars, POS materials, and in-store promotions, have generated over 110M consumer impressions. Also through the end of Q2, a total of 34 retailers, growers, shippers, and processors have met the criteria to be honored as Fruits & Veggies—More Matters Champions. Their efforts will continue to be tracked over the second half of 2011, and all Role Models and Champions will be honored at the 2012 PBH Annual Meeting, March 29-31 in Monterey, California. Over 1.4B consumer media impressions were generated through print, online, TV, and social media efforts through Q2. Media pick-up of PBH issued releases has been strong and published on outlets generating high impression numbers such as, CNN, MSNBC, ABC, US News & World Report, and Yahoo! PBH entered the world of social media marketing in 2010 and has gained positive momentum throughout 2011, generating over 5M consumer impressions through Facebook alone. The Q2 report can be found on the PBH Foundation website.

Pivonka says she is excited to see what the year-end results will be, given the strong showing through the first half of 2011. “We still have a lot of work to do and strategies to implement over the next few months, but we certainly have a solid foundation to build on given the results through the end of Q2. The MyPlate Makeover Challenge, which will be unveiled at the beginning of September, is sure to add to our website and impression results.” Follow Fruits & Veggies—More Matters on Facebook or Twitter and the PBH Direct! e-newsletter to get the latest news on the MyPlate Makeover Challenge and PBH's business plan results.

Social Media Tips Shared Via Twitter Party

PBH hosted a Twitter party on August 24, 2011, designed to provide an opportunity for members of the industry to discuss social media best practices. Participants shared helpful tips for those who are new to social media channels or are looking to ramp up their marketing efforts. Engaging your customers with images, videos and survey questions topped the list. If you were unable to attend, you can access all comments and questions by going to Twitter and entering #MoreMatters.

Visit PBH at 2011 PMA Fresh Summit

PBH will be exhibiting at this year's PMA Fresh Summit, which will be held October 14 – 17, 2011, in Atlanta, GA. PMA's Fresh Summit is one of the industry's largest conventions with more than 18,500 attendees present to learn about new trends in the fruit and vegetable industry. If you plan to attend, please stop by PBH's booth (#5178)!

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 August 8, 2011 through August 22, 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.

New Donors:
The Chuck Olsen Company, Inc.
Egg Nutrition Center

Returning Trustees ($10,000+ Annual Contribution):
Chiquita Brands International/Fresh Express

Returning Donors:
Calavo Growers, Inc.
California Dried Fruit Coalition
Coast Produce Company
Coast To Coast Produce, LLC
Gold Coast Packaging, Inc.
Hollandia Produce, Inc.
Morita Produce Company & Nuthouse
New York Apple Association, Inc.
River Ranch Fresh Foods LLC
Sakata Seed America, Inc.
TexaSweet Citrus Marketing, Inc.
Winn-Dixie Stores, Inc.


For more information, contact Kristen Stevens.


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