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October 8, 2010

From the Chair: Take the Pledge in October!
New Data Released to Media
America’s More Matters Pledge Update
Use Fruit & Veggie Happenings List to Extend Event Marketing
Fruits & Veggies—More Matters Website Wins Award
House Fails to Pass Child Nutrition Legislation Before Recess
See You at PMA Fresh Summit
Two New Programs Devote $72 million to Prevent, Treat Childhood Obesity
Fruits & Veggies—More Matters Nutrition Education on the Road Again
Let’s Move Update: Presidential Active Lifestyle Award Challenge
More Grocery Stores Hiring In-Store Dietitians
Website Poll: Breakfast, at Home and Away

From the Chair: Take the Pledge in October!

Autumn brings all sorts of wonderful things, cozy sweaters, colorful leaves, and a bountiful harvest of delicious and nutritious fruits and vegetables. It is also the perfect time to take and promote the online pledge campaign, America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! At last count, over 900 people have pledged to increase their own fruit and vegetable consumption or to help make fruits and veggies more available in schools. As the America’s More Matters Pledge campaign continues into 2011, I urge you to incorporate the America’s More Matters Pledge into your marketing materials. Promote the pledge by linking to so that consumers can read about it online. 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! Promoting America’s More Matters Pledge will encourage more people to sign up, moving more fruits and vegetables onto plates and into schools. That’s something we should all be excited about! 

Also, continue to take advantage of free marketing by uploading activities and events to the Fruit & Veggie Happenings page on the Fruits & Veggies—More Matters consumer website.  The PBH communications team also mentions these entries on the Fruits & Veggies—More Matters Twitter feed and Facebook page, garnering additional exposure and outreach. Every new event added draws more consumers to check out this useful, interactive marketing tool!

Andrea Astrachan, Ahold USA

New Data Released to Media

PBH has released new data that shows young children have been eating more fruits and vegetables over the last five years and also that the availability of fruits and vegetables in restaurants has increased even though Americans still consume most of their fruits and veggies at home. 

This is great news as it shows that the target audience of the Fruits & Veggies—More Matters campaign, the mothers of these children, have gotten the message and increased their kids’ intake of healthy fruits and vegetables. Read PBH’s latest press releases on the PBH website,

More data will be released in the coming weeks. This data comes from the annual Moms survey fielded by OnSurvey, the State of the Plate research conducted by The NPD Group, and data provided by Datassentials using their MenuTrends Direct research.

America’s More Matters Pledge Update

The America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign on the Fruits & Veggies—More Matters® consumer website,, has now collected over 900 pledges! This online pledge campaign is very important because each pledge makes a real difference in fruit and veggie consumption, and in the health of our nation. 

The America’s More Matters Pledge campaign will be ongoing into 2011. Help PBH spread the word about America’s More Matters Pledge to get consumers excited about promising to eat MORE! PBH encourages the industry, in their own marketing efforts, to talk about America’s More Matters Pledge, invite consumers to participate, and to link to the pledge page from their own websites.

Use Fruit & Veggie Happenings List to Extend Event Marketing

The Fruit & Veggie Happenings page on the Fruits & Veggies—More Matters consumer website is an interactive page offering donors the opportunity to upload fruit and veggie related activities, promotions, contests, and events to help extend their consumer marketing and education efforts.  Photos, PDFs, and information about the same event or activity occurring at multiple locations can also be uploaded, making it very easy and convenient to populate this interactive tool. Consumers then use the page to search for activities in their local community by typing in their zip code. 

Several new events have been added, Mushrooms go Pink, the Network for a Healthy California program, Schnucks Hands On Reading, and the Calhoun Produce Farm Market. Fruits & Veggies—More Matters has promoted these and previously uploaded 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.

Fruits & Veggies—More Matters Website Wins Award

The Fruits & Veggies—More Matters website,, has won another award! The Web Marketing Association has recognized the website with its 2010 WebAward Outstanding Achievement in Web Development for Non-Profit Standard of Excellence. 

More than 2,000 sites from 45 countries entered this year's competition. Their entries were evaluated on design, copy writing, innovation, content, interactivity, navigation, and use of technology. Now in its 14th year, WebAwards is the premier annual website award competition that names the best websites in 96 industries, while setting the standard of excellence for all website development. The Web Marketing Association is made up of Internet marketing, online advertising, PR, and top website design professionals. The WebAwards competition is the premier award recognition program for web developers and marketers worldwide. 

In 2009, PBH’s consumer website,, received the Visionary Award for Technology Excellence from Miles Technology and its kids’ website,, was recognized by Barbara J. Feldman in her "Surfing the Net with Kids" newspaper column and awarded a partner badge from 

If your company hasn’t already added a link from its website to, add one now. Website copy and a link button are available for donors to add to their websites. To receive button graphics, contact PBH Communications Specialist Jill LeBrasseur.

House Fails to Pass Child Nutrition Legislation Before Recess

The U.S. House of Representatives missed the deadline for passing the Healthy, Hunger-Free Kids Act, forcing Congress to pass a continuing resolution extending funding for the existing child nutrition programs beyond their September 30, 2010 expiration date. A two-month extension was passed to finance these important programs through Dec. 3, 2010. The House will likely take up the bill again in a lame duck session after the November elections. The U.S. Senate’s version of this legislation passed unanimously prior to the summer Congressional recess. 

Both the Senate and the House versions of the bill include an increase in funding for school lunches that is tied to serving healthier meals consistent with the Dietary Guidelines, including more fruits and vegetables. This would be the first such increase in almost 40 years. This increase in funding would help improve children’s access to nutritious fruits and vegetables. This bill would also reauthorize the nation’s child nutrition programs such as School Breakfast, School Lunch, the Summer Feeding program, and the Women, Infants, and Children nutrition program. 

The lame duck session after the November elections will be the last chance for the current Congress to pass legislation to bolster child nutrition programs. If the legislation is not passed before newly elected congress members take their seats early next year, these important child nutrition programs are at risk of losing newly found funding specified in this legislation. A letter was sent to House Chairman George Miller from more than 90 organizations in support of this important bill. A PDF of that letter can be read here.

See You at PMA Fresh Summit

As in years past, PBH will be on-hand for PMA’s Fresh Summit Oct. 15 - 18, 2010. This year, PBH president Elizabeth Pivonka will be speaking as a workshop participant in Bringing More Produce to More People, Saturday, Oct. 16, at 9:35 am. PBH Chairman of the Board Andrea Astrachan, vice president of consumer affairs at Ahold USA, will also be speaking at the Monday morning breakfast. Visit PBH at booth # 1101 to take America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! and to learn the top 10 ways to support
Fruits & Veggies—More Matters!

Two New Programs Devote $72 million to Prevent, Treat Childhood Obesity

The U.S. National Institutes of Health have launched two major research programs that will examine ways to prevent and treat childhood obesity. Funding for the two projects will total $72.5 million. 

The Childhood Obesity Prevention and Treatment Research program, funded at $49.5 million, will develop and test anti-obesity strategies that target home, community and primary-care settings for preschool children who live in poor, ethnically diverse neighborhoods. It will also examine the effectiveness of home- and school-based obesity treatments on overweight and obese children ages 7 to 14 years. 

The second program, funded at $23 million, will evaluate existing community-based efforts to reduce childhood obesity in 300 communities across the nation. This study will evaluate community programs and policies that encourage healthier eating, increase opportunities for physical activity, and take other steps to reverse the increasing rates of childhood obesity that have been implemented over the past several years to determine which were most effective. 

For more information on the two new research projects, visit the Health and Human Services’ website.

Fruits & Veggies—More Matters Nutrition Education on the Road Again

In late September, PBH Catalog Sales Manager Don Schuler hit the road to attend the National Extension Association of Family & Consumer Sciences (NEAFCS) in Portland, ME. Cooperative Extension is a nationwide educational organization provided by the U.S. Government through the U.S. Department of Agriculture, the state governments through land-grant universities, and county governments. Extension provides information, educational opportunities, and practical, non-biased information to help adults, children, families, farms, businesses, and communities and serves almost every county in the nation. NEAFCS educates and recognizes extension professionals. 

Several attendees of this conference made their way to the PBH booth, where PBH’s Produce Wheels gathered attention and praise from both educators who have used the product and those who have not. While attending this event, over 160 America’s More Matters Pledge cards were filled out and turned in. 

Attending events like NEAFCS gives PBH the opportunity to strengthen and develop new relationships with various audiences for Fruits & Veggies—More Matters messages. For more information on these meetings and events, contact PBH Catalog Sales Manager Don Schuler.

Let’s Move Update: Presidential Active Lifestyle Award Challenge

In late September, first lady Michelle Obama challenged all Americans to get a Presidential Active Lifestyle Award. This requires a six-week program where kids log 60 minutes of physical activity a day and adults log 30 minutes a day. Mrs. Obama’s goal is to have one million Presidential Active Lifestyle Awards handed out by September 14, 2011. 

Two “Let’s Move Outside” events were hosted by America’s State Parks. Young people and their parents participated in a morning hike at Seneca Creek State Park in Maryland and at Mason Neck State Park in Virginia. 

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.

More Grocery Stores Hiring In-Store Dietitians

Many Americans are looking for nutritional advice while food shopping, prompting the new trend of grocery stores employing more registered dietitians. These days, consumers are more concerned about health and wellness. In response, grocery retailers around the country are hiring registered dietitians to give in-store advice to their customers. A recent survey by the grocers' association found that 77 percent of shoppers would like their stores to offer nutritional services such as in-store dietitians. 

Registered dietitians are especially sought out for advice by those with special dietary needs, like consumers with diabetes, heart disease, high blood pressure, gluten sensitivities, and food allergies. Store-based dietitians can help customers with such special dietary needs by conducting store tours that focus on the best products for each specific consumer group. They can also answer online questions from customers via the store’s website and distribute valuable nutrition information there as well. Having a registered dietitian in-store to serve as a customer resource is becoming a valuable service to which more consumers respond positively.

Website Poll: Breakfast, at Home and Away

As you may know, we have an ongoing poll available on the Fruits & Veggies—More Matters website that provides, not only an entertaining game for the visitors, but also a way to gather useful information about visitors and content for future updates. A recent poll asked about the frequency of eating breakfast on-the-go. From this, PBH can determine what content might be most interesting to consumers in online content and media outreach. 

The question specifically asked, “How often do you/family eat breakfast on-the-go?” and asked responders to select from the responses Every Day, Most Days, 1-2 Times/Week, or Never. Out of 146 poll responders, 38 percent (56) said they never eat breakfast on-the-go, 25 percent (37) said they eat breakfast on-the-go once or twice a week, 20 percent (29) said they eat breakfast on-the-go most days, and 16 percent (24) said they eat breakfast on-the-go every day. 

New poll questions will look to website visitors for information about their lifestyles and their current level of understanding of the importance of fruits and vegetables, driving new enhancements to the website. These polls have proved to be quite useful as they, along with many other forms of user feedback, have resulted in significant website additions and enhancements. For more information about the surveys or their results, contact PBH Nutrition Website Development Manager Sandra Ely.

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 Sep. 13, 2010 through Oct. 4, 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):
Ahold USA
Pear Bureau Northwest

Returning Donors:
Agroamerica Fruit Company
B & B Produce, Inc.
California Date Administrative Committee
Crispy Green
Farmer's Best International
Midwestern Farms, Inc.
Superior Sales, Inc.
Yakima Fresh L.L.C.


For more information, contact Kristen Stevens.

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