Produce For Better Health Foundation

Search form

Print This

September 17, 2010

America’s More Matters Pledge Update
Fruit & Veggie Happenings List Grows – Use it to Extend Event Marketing
PBH Gets Ready for 20th Anniversary Celebration in 2011
Your Healthy Life and You Contest Winners Declared
September is also National Childhood Obesity Month
Safeway’s Lunchbox Winners Gets Fruits & Veggies into Kids’ Lunches
CDC Says Most Americans Still Don’t Eat Enough Fruits & Veggies
Childhood Obesity Prevention - Legal Strategies
Child Nutrition Legislation Update
Let’s Move Update: Recipes for Healthy Kids Challenge and Back to School
Health Beat: First Lady Urges Congress to Act on Child Nutrition Legislation
Get Kids Interested in Nutrition with the Nutrition Education Catalog
Adolescent Dietary Patterns

America’s More Matters Pledge Update

The new Fruit & Veggie Happenings page for America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign on the Fruits & Veggies—More Matters® consumer website,, has already collected over 635 pledges! The America’s More Matters Pledge is so important because each pledge can make a real difference in fruit and veggie consumption, and in the health of our nation. 

The pledge is generating excitement and buzz with PBH donors, media outlets, and through social media, such as Facebook and Twitter. Media pick-up of the pledge has been stron in both trade and consumer publications. Newspapers like the Sun Herald of Biloxi Mississippi and the Denton Record-Chronicle of Denton TX; television news stations like My News 3 from Las Vegas, NV and WAFA from Huntsville, AL; news wire services like Reuters and major news websites like Yahoo! News, CNBC, and The Street all picked up the story. 

Stories about the new online pledge campaign were also carried by news compilation websites like AlphaTrade Finance, RedTram International, The Free Library, and News Blaze; health care websites like Medical Education Watch and Medical News Today; and blogs like Busy Moms

The America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign will be ongoing into 2011. Help PBH spread the word about the America’s More Matters Pledge to get consumers excited about promising to eat MORE! PBH encourages the industry, in their own marketing efforts, to invite consumers to take the America’s More Matters Pledge and to link to it from their own websites. Three versions of the America’s More Matters Pledge marketing toolkit are available online to help donors promote their related activities. Click through to check out the retail toolkit, the supplier toolkit, and educator toolkit online.

Fruit & Veggie Happenings List Grows – Use it to Extend Event Marketing

The Fruit & Veggie Happenings page on the
Fruits & Veggies—More Matters website offers donros and visitors the opportunity to upload information on fruit and veggie related activities such as cooking demonstrations, product sampling events, or contests, to extend consumer marketing or education efforts and to generate more publicity. Consumers type in their zip code to see what’s happening relating to fruits and vegetables in their local community. They are also able to share activities that they know will be occurring in their area. 

Photos, PDF’s and information about the same event or activity occurring at multiple locations can also be uploaded making it very easy and convenient to populate the new interactive tool. Growers can post farm tours, shippers and processors can announce contests and special promotions, health departments and WIC educators can list events and cooking classes, school foodservice directors can announce a new school salad bar, teachers can highlight classroom supermarket tours, restaurants can feature new fruit and veggie menu items, commodity boards can promote their fruit or veggie festivals, and supermarkets can provide information about upcoming store tours, cooking classes, or in-store promotions. The possibilities are literally endless! 

Several events have been added over the past month including, the Southern Elementary Veggie Patch, Minnesota’s Farm to School Week, the Everyday Superfruit Recipe Contest, the Passport to Nutrition program, the English Village School’s Healthy Highway, Safeway’s Lunchbox Winners program, Mushroom Masters: A Tournament of Taste, and the Hood River Harvest Ride. Fruits & Veggies—More Matters has promoted these and other events on Twitter and Facebook. Visit the Fruit & Veggie Happenings page today to see how easy it is to populate this new page with fruit and veggie news, events, and activities.

PBH Gets Ready for 20th Anniversary Celebration in 2011

PBH will celebrate its 20th anniversary in 2011 and big plans are in the works for a special acknowledgement of the occasion at the PBH’s 2011 Annual Meeting 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 PBH’s At the Pebble Golf Tournament Saturday, April 2, 2011. More details about PBH’s 20th anniversary festivities will be shared in coming months.

Your Healthy Life and You Contest Winners Declared

Jennifer Miller of Smithsburg, MD, is the Grand Prize Winner of the
Fruits & Veggies—More Matters’ Your Healthy Life and You contest! The contest asked entrants to share their success stories by writing, in 1000 words or less, how they have maintained a healthy lifestyle, lost weight, overcome nutritional trials and tribulations, or encouraged their kids to enjoy eating fruits and vegetables, or to share their fruit and veggie recipes. Jennifer’s wining entry featured the transcript of a conversation between herself and her four-year-old son that got him interested in eating carrots along with advice on how any parent can have a similar conversation with their child about any fruit or vegetable. 

Four first place prizes were awarded to Lana Cook of Audubon, NJ, Darcie Liptrot of Syracuse, UT, Nicholle Harrison of Rome, GA, and Mary Johnson of San Juan Capistrano, CA. Lana’s entry discussed how she models a healthy lifestyle that includes eating lots of delicious fruits and vegetables for her two sons. Darcie wrote about how she lost 75 pounds and regained her health by changing her diet to include more fruits and vegetables in place of empty calorie junk foods. Nicholle shared her idea of holding a Miss Vegetable pageant each week with her daughters as the judges to encourage them to try new foods. Mary wrote about how she got teens at the school where she works to eat more fruits and vegetables and how she extends nutrition education from the classroom into the cafeteria. 

All of the winners’ stories, tips, and recipes will be incorporated and featured on the Fruits & Veggies—More Matters website, In addition to being featured on the website, each winner received prize packages made up of a collection of health and nutrition focused products, including gift certificates from the PBH Nutrition Education Catalog

PBH would like to thank the following PBH donors who supplied the five prize packages. Those donors include: Dole, Duda Farm Fresh Foods, Inc., Green Giant, Mission Produce, Inc., and Welch’s.

September is also National Childhood Obesity Month

In addition to being Fruits & Veggies—More Matters Month, for the first time this year, September has also been designated National Childhood Obesity Awareness Month. 

As part of National Childhood Obesity Awareness Month, the Robert Wood Johnson Foundation Center has issued a three-pronged challenge for all Americans to change the environment where our children grow, play, and learn everyday. The first challenge is for community leaders to meet with other community leaders who are “uninformed” about childhood obesity to talk about the issues that impact the epidemic. Secondly, people from all sectors of society, parents, grandparents, children, and their friends, are encouraged to talk directly to their community leaders about the importance of dealing with childhood obesity.  The third challenge is for parents to visit their children’s school and eat in the cafeteria at least twice each school year to experience first-hand the school food environment and to support positive changes toward providing healthy foods in the school environment. 

RWJF Center is posting a fact-a-day for the month of September on Twitter, and Fruits & Veggies—More Matters is also talking about National Childhood Obesity Month there and encouraging those concerned to take the America’s More Matters Pledge to increase the availability of fruits and vegetables in schools. To learn more about National Childhood Obesity Awareness Month events in your state, or for links and resources on childhood obesity prevention, visit the Healthier Kids, Brighter Futures website.

Safeway’s Lunchbox Winners Gets Fruits & Veggies into Kids’ Lunches

Safeway’s Lunchbox Winners produce program offers parents, and their kids, ideas for school lunches and snacks that kids enjoy and are quick and easy for parents to prepare. The program sprang from Safeway’s desire to support Fruits & Veggies—More Matters and the Let’s Move initiative to help raise a generation of active, healthy children. 

Throughout the school year, Lunchbox Winners will feature a different professional athlete who will encourage children to eat well and stay active. Shoppers will find new booklets in the store each month with simple recipes and tips from the athletes on fun ways to stay active. The program will also include an interactive website,, which features menus, recipes, information from featured athletes, games, and links to other partners that promote a healthy lifestyle. The initiative will be promoted by in-store radio and point-of-sale materials. 

The Lunchbox Winners program launched in 1,477 stores nationwide September 8 with Olympic soccer star Brandi Chastain sharing her favorite post-workout snack and some soccer drills guaranteed to improve anyone’s game. In October the program will feature Dominique Dawes, three-time Olympic gymnast. The program will recess for the holiday season and return in January.

CDC Says Most Americans Still Don’t Eat Enough Fruits & Veggies

Most Americans still aren’t eating enough vegetables, and fruit consumption has dropped slightly, according to a new Centers for Disease Control and Prevention (CDC) report published in the Morbidity and Mortality Weekly. Researchers found that last year about one-third of U.S. adults consumed fruit or fruit juice at least twice a day. That's down slightly from more than 34 percent in 2000. About 26 percent of Americans ate vegetables three or more times a day, the same results as reported in 2000. 

California had the highest consumption rate for fruit, Oklahoma had the lowest. The state with the highest consumption rate for vegetables was Tennessee, while South Dakota had the lowest of any state. Only one state, Idaho, significantly increased both the fruit and vegetable consumption of its residents over the past decade. No state, however, met the Healthy People 2010 targets as set by the U.S. Department of Health and Human Services. The goals for fruit and vegetable consumption under this initiative are for three-quarters of adults to consume two or more fruit servings and for half of adults to consume three or more vegetable servings each day. 

In his blog, New Jersey Congressman Frank Guarini spoke about CDC’s state-by-state consumption statistics and encouraged his constituents to eat more healthy fruits and vegetables. He also linked to the
Fruits & Veggies—More Matters website, For more, read his blog entry here.

Childhood Obesity Prevention - Legal Strategies

The Institute of Medicine's Standing Committee on Childhood Obesity Prevention will hold a public workshop highlighting evidence on current and potential legal strategies and their outcomes in childhood obesity prevention on October 21 in Washington D.C. This workshop will discuss various topics including current legal strategies in use at the national, state, and local levels and their outcomes; public health initiatives that have used legal strategies to elicit societal and industry changes; and the challenges involved in implementation. The workshop will also be available by webcast and there is no fee to attend. For more information about this event, visit the IOM website.

Child Nutrition Legislation Update

The Healthy, Hunger-Free Kids Act of 2010 (S. 3307) unanimously passed the U.S. Senate prior to adjourning for the summer Congressional recess.  On July 15, the House version of the bill provided nearly double the funding of the Senate’s version, but legislators have yet to identify how they will pay for the bill. Passage of a bill with the House funding levels would likely face an uphill battle in the Senate, where at least 60 votes are needed for passage. 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 on to the president’s desk before the current programs expire on September 30, 2010.

Let’s Move Update: Recipes for Healthy Kids Challenge and Back to School

Earlier this month, Agriculture Secretary Tom Vilsack announced the Recipes for Healthy Kids Challenge, a competition designed to improve school meals and the health of children across the nation by creating new recipes for school lunch menus. The challenge is part of the Let’s Move childhood obesity initiative. The contest involves teams of chefs, students, food service professionals, parents, and other concerned community members working together to develop tasty, nutritious, kid-approved foods in three categories: whole grain foods, dark green and/or orange vegetables, and dry beans and peas. Submissions must be taste-tested by at least 30 students who participate in the National School Lunch Program. 

The deadline for recipe submissions is Dec. 30. For more information about the Recipes for Healthy Kids Challenge, please visit the contest website at

First lady Michelle Obama spoke at Brock Elementary School in Slidell, LA, to kick off the new school year and the next phase of her Let’s Move childhood obesity initiative. She chose that school because it is a Healthier U.S. School Challenge Gold Award of Distinction winner, the highest honor that the USDA awards. Mrs. Obama then set a goal of doubling the number of schools that participate in the Healthier U.S. School Challenge by June of 2011 and adding an additional 1,000 schools in each of the following two years after that. She said that, in order to reach that goal, USDA was making it easier to apply by posting the application online and allowing school districts to apply for all their schools with just one application. Currently, USDA has presented 814 Healthier U.S. School Challenge awards in 37 states. 

Mrs. Obama also talked about increasing participation in the federal school lunch program by 2 million eligible children, and to get another 3 million kids signed up to start receiving school breakfasts by 2015. She cited statistics that state there are 31 million American children who currently participate in the federal school lunch program with 11 million part of the school breakfast program. 

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.

Health Beat: First Lady Urges Congress to Act on Child Nutrition Legislation

Last week, first lady Michelle Obama asked Congress to pass legislation to combat childhood obesity. Achieving the Let’s Move campaign goals of making food in school more nutritious, providing more free and reduced price food in school, and encouraging children to exercise is directly tied to the passage of the Child Nutrition legislation. Under the act, food sold in schools would have to meet new nutrition guidelines, but schools would get an increased amount of federal reimbursement money for meals. It would also expand the number of poorer students who are eligible for free and reduced-price school meals. 

As Congress reviews legislation to combat childhood obesity, the Congressional Budget Office released a new report, How Does Obesity in Adults Affect Spending on Health Care, that examined the skyrocketing health care costs associated with obesity. In the late 1980s, per capita health-care spending for obese adults was about 8 percent higher than spending for adults of normal weight; in 2007, health-care spending for each obese adult was about 38 percent higher than spending for each normal weight adult. See the associated bar graph

From 1987 to 2007, the percentage of adults who were overweight or obese increased from 44 percent to 63 percent. That is almost two-thirds of the adult population now facing important public health challenges and more likely to develop serious illnesses, including coronary heart disease, diabetes, and hypertension. This all affects spending on health care. 

As obesity decreases health outcomes improve and health care costs become lower creating strong interest and incentives for policies that reduce it. PBH’s mission to improve health outcomes by increasing fruit and vegetable consumption offers tremendous opportunities for alignment. 

The Congressional Budget Office is mandated to provide the Congress with objective, nonpartisan and timely analyses to aid in economic and budgetary decisions on the wide array of programs covered by the federal budget and the information and estimates required for the Congressional budget process. For more information on the Congressional Budget Office, visit

Get Kids Interested in Nutrition with the Nutrition Education Catalog

The 2010 PBH Nutrition Education Catalog is packed full of
Fruits & Veggies—More Matters items designed to educate people about fruits and vegetables and motivate them to consume more. With the arrival of September and the return of children to the classroom, it’s a good time to think about adding some fun new nutrition education materials to your repertoire, and the catalog has plenty of ideas. The catalog features resources based on national and state nutritional academic standards and designed to increase kids’ interest in, and consumption of, healthy fruits and vegetables.  

New this year, the Fruit & Veggie Scentsable Learning Scents Cards offer a new way for kids to learn about fruits & veggies, scratch, sniff, and learn! This new, interactive, hands-on learning experience is perfect for classroom and home use. Each card set includes 12 different scented fruit cards and 12 different scented veggie cards, each with a scratch and sniff sticker, and an extra set of scented stickers, all in a resealable storage bag. 

Fruits & Veggies—More Matters Month is also the perfect time to sponsor an Adopt-A-School package. They are colorful, fun, durable, and inexpensive. They are a great way to generate goodwill in the community by letting the media know you will be donating nutrition education resources to help combat childhood obesity. Adopt-A-School packages can be customized to fit any size school or classroom and any size budget. They can be built around a theme of nutrition education, physical activity, games, and fun items, or any mix the sponsor chooses. They also make great gifts for a local scout troop, church group, youth clubs, or organizations, and can be used to fill home school nutrition education needs. Adopt-A-School packages can be sent directly to the recipients or to the donating company for a personal presentation media opportunity. 

Browse the online version or sign up to be added to the catalog mailing list now at For more information on the Adopt-A-School Program, contact PBH Catalog Sales Manager Don Schuler.

Adolescent Dietary Patterns

This month’s edition of the International Fruit and Vegetable Alliance’s (IFAVA) scientific newsletter looks at dietary patterns in adolescents. Specifically, articles discuss dietary intake and weight control behaviors in findings from the Eating Among Teens project, the socio-economic and dietary associations of eating out in Vietnamese adolescents, and whether obesogenic diet and physical activity are independent or associated behaviors in adolescents. 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 Aug. 17, 2010 through Aug. 31, 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 Board of Trustee Companies:
Toyota Motor Sales, USA Inc.

Returning Trustees ($10,000+ Annual Contribution):
McDonald's Corporation

Returning Donors:
American Soy Products, Inc.
Blanc Industries
Ciruli Brothers
Coast To Coast Produce, L.L.C.
Gold Coast Packing, Inc.
R.S. Hanline & Company
Jack Mall Potato Company, Inc.
Paramount Farms
Rigby Produce, Inc.
Sakata Seed America, Inc.
Sterilox Food Safety
TexaSweet Citrus Marketing, Inc.
Tony Vitrano Company
Turbana Corporation
William H. Kopke, Jr., Inc.


About Our Sponsor: Syngenta

Syngenta supports growers with outstanding seed genetics; products to protect growing crops from weeds, insects and diseases; and technologies to guard produce from disease during processing and distribution. Visit Syngenta's Web site for more information.


For more information, contact Kristen Stevens.

PBH Direct! Archive

You may also be interested in …