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November 5, 2010
Articles

Third Quarter Results of PBH 2010 Business Plan
Americas More Matters Pledge Passes 1,000 Pledge Mark
New Entries to the Fruit & Veggie Happenings Page
Media Briefing November 8 in Boston
PBH Participates in MDPA Conference
Nutrition Education Catalog Has Many Items for the Cook
PBHs 2011 Annual Meeting, Make Reservations Now!
IOM Releases Report on Front-of-Package Labeling
Lets Move Update: Harvest Time
Website Poll: Motivation for Fruit and Vegetable Consumption


Third Quarter Results of PBH 2010 Business Plan
 

The 2010 Business Plan supports the Foundation's mission of leading people to eat more fruits and vegetables because it matters for their better health and provides benchmarks against PBH's main goal of changing behavior through Moms. The plan focuses on three priority goals: increasing fruit and vegetable consumption through comprehensive marketing, communications, and education efforts targeted at Moms; updating the National Action Plan to Promote Health Through Increased Fruit & Vegetable Consumption; and securing sustainable funding sources for PBH. 
 

Third quarter results, on average, are tracking to meet 2010 goals. The www.FruitsandVeggiesMoreMatters.org website continues to increase in popularity as demonstrated by the continued strong growth in monthly average visits and number of opt-in participants. The Web Marketing Association has recognized the website with an outstanding achievement award, selected from 2000 sites. The bi-weekly
Fruits & Veggies—More Matters® e-newsletter, Fruit & Veggie Voice, has also increased the number of opt-in participants. 
 

Retailers, growers/shippers/processors, state, and public health partners continue to show strong support for Fruits & Veggies—More Matters by spreading the message through various mediums. The number of industry champions and role models has never been higher and the number of links by both industry and public health websites to the Fruits & Veggies—More Matters website has already surpassed the 2010 goal. 
 

Media impressions were lower than expected in the second quarter, but third quarter efforts, including the new America’s More Matters Pledge:  Fruits & Veggies…Today and Every Day!, consumer columns, and the release of some of PBH’s consumer data strengthened those numbers, bringing print media impressions up to 57 percent of goal. Consumer impressions through education materials are 94 percent of goal. 
 

In the second quarter, the main area of concern was the low number of supermarket consumer impressions in circulars as measured by Leemis. As noted then, several retailers are promoting more in-store or on-line and less frequently in circulars than previous years. Despite a significant number of in-store activities and links to Fruits & Veggies—More Matters in the third quarter, the use of Fruits & Veggies—More Matters in circulars remains low.  PBH’s executive committee questioned whether circulars were the best metric to measure retail Fruits & Veggies—More Matters impressions, especially as use of electronic media has increased so much since the brand launch.The metric will be re-evaluated for the 2011 business plan. 
 

Three research projects that PBH has been actively working on are now complete: the National Action Plan 2010 Report Card, the 2010 Gap Analysis -- The Fruit & Vegetable Consumption Challenge:  How Federal Spending Falls Short of Addressing Public Health Needs, and the 2010 State of the Plate Report. Media outreach efforts are currently underway for the release of all three reports. 
 

From a sustainability perspective, third quarter catalog sales are tracking to surpass the budgeted $2,000,000, but industry contributions are lagging somewhat. The increased catalog sales should offset lower industry contributions. 
 

The quarter three update narrative and summary document will be available online soon in the donors only section of the PBH Foundation website, or contact PBH Senior Vice President Kristen Stevens.


Americas More Matters Pledge Passes 1,000 Pledge Mark
 

The America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign is motivating consumers nationwide to promise to eat more nutritious fruits and vegetables. The pledge is featured on the Fruits & Veggies—More Matters website, www.FruitsandVeggiesMoreMatters.org, and has now collected over 1,200 pledges! 
 

PBH encourages the industry to invite consumers to take the America’s More Matters Pledge in their own marketing efforts and to link to the pledge from their own websites. Each pledge taken can make a real difference in fruit and veggie consumption, and in the health of our nation. Help PBH spread the word about the America’s More Matters Pledge to get consumers excited about promising to eat MORE! The pledge campaign officially kicked off in September but the campaign will continue into 2011. Follow Fruits & Veggies—More Matters on Facebook or Twitter to get the latest news on America’s More Matters Pledge: Fruits & Veggies … Today and Every Day!


New Entries to the Fruit & Veggie Happenings Page
 

Several new events have been added to the Fruit & Veggie Happenings page on the Fruits & Veggies—More Matters consumer website in the last two weeks including, Muir Fresh Harvest Seasonal Harvest Bundles, the Boys and Girls Club Fruit and Vegetable program, and My Healthy Cincinnati
 

The Fruit & Veggie Happenings page allows those who upload scheduled events or classes to obtain wider visibility for those events and to increase attendance. This extra exposure helps to extend consumer marketing and education efforts. Consumers use this page to search for activities in their local community by typing in their zip code. 
 

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. 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.


Media Briefing November 8 in Boston
 

A Media Briefing Brunch will be held at 10:00 a.m. on November 8 at the American Dietetic Association’s annual meeting and exposition in Boston.  The briefing will provide an overview of the 2010 Gap Analysis -- The Fruit & Vegetable Consumption Challenge:  How Federal Spending Falls Short of Addressing Public Health Needs, and the 2010 State of the Plate Report. The American Dietetic Association expects 100-150 editors at their convention.  Sponsors of the brunch include: Del Monte Fresh, Pear Bureau North West, and Stemilt .


PBH Participates in MDPA Conference
 

In late October, PBH CEO and President, Elizabeth Pivonka, Ph.D., R.D., participated as a panelist at the Marketing Disease Prevention in America (MDPA) conference in Atlanta Ga. This year’s MDPA conference focused on obesity and offered a holistic look at marketing obesity prevention to the American consumer. The conference brought together a cross-section of healthcare marketers to discuss why consumers do not easily change their habits and what strategies can better motivate them to change unhealthy behaviors. 
 

Pivonka participated in a panel discussion titled, The Role of Obesity Prevention in Food Marketing – An Industry Leader Debate concerning what the food industry is doing to market anti-obesity products, what opportunities exist, and what the industry can do better.


Nutrition Education Catalog Has Many Items for the Cook
 

The 2010 PBH Nutrition Education Catalog is packed full of items designed to motivate people to consume more fruits and vegetables. With the holidays on their way, it’s time to think about what delicious and healthy dishes will be gracing the table and about what might make good gifts for family and friends. The catalog has plenty of ideas. 
 

The Cool Fuel Kids Cookbook is a great way to get children interested in fruits and vegetables. This great paperback cookbook shows kids how to make fun and delicious creations for the whole family! Packed with colorful photos and Fruits & Veggies—More Matters approved recipes, this cookbook makes it easy and fun to incorporate fruits and vegetables into main dishes, side dishes, breakfasts, and snacks. Consider it as a source for some fun, kid-friendly recipes and a great stocking stuffer for kids. 
 

Recipe card sets also offer some great ideas for holiday dishes and make great gifts too. The Fruits & Veggies—More Matters Recipe Cards provide quick and easy-to-prepare recipes for healthy, delicious dishes like Spanish Paella with shrimp and Apple Dumplings. Nutritional information is included for each recipe, along with helpful tips and serving suggestions. The yummy, nutritious recipes found on the More Matters Fun-to-Make Kids' Recipe Cards appeal to kids of all ages. This set of recipe cards includes Norwegian Berry Pudding, Guacamole, and eight more sure to please dishes. 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. 
 

The More Matters Plan Book includes the latest nutrition guidelines, exercise tips, healthy menus, and 24 color-coded
Fruits & Veggies—More Matters recipes. The Plan Book is a great gift for those who enjoy cooking or are looking for ways to add more healthy fruits and veggies to meals and snacks. 
 

Combine any of the cookbooks or recipe cards from the 2010 PBH Nutrition Education Catalog with a Fruits & Veggies—More Matters Apron and you have a great themed gift package! Browse the catalog online and sign up to be added to the catalog mailing list now at www.pbhcatalog.com.


PBHs 2011 Annual Meeting, Make Reservations Now!
 

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 attend this yearly event and the Gala on the Coast Dinner-Auction-Dance that serves as its finale. New this year, plan to attend PBH’s At the Pebble Golf Tournament Saturday, April 2, 2011. For more information on the meeting and events, contact PBH Executive Assistant Sharese Alston
 

In celebration of its 20th anniversary, PBH is offering special sponsorship packages for the 2011 Annual Meeting, the Gala at the Coast Dinner and Auction, and the new At the Pebble Golf Tournament. For more information, contact PBH West Coast Fund Development Director Jennifer Armen-Bolen or PBH East Coast Fund Development Director Renee Bullion.


IOM Releases Report on Front-of-Package Labeling
 

Last week the Institute of Medicine released phase one of a new study reviewing current systems of front-of-package nutrition information labeling. Researchers on this congressionally mandated study concluded that front-of-package labeling should display calorie information and serving sizes in familiar measurements, as well as provide information on saturated fats, trans-fats, and sodium. For more information, read the report at the Institute of Medicine’s website.


Let’s Move Update: Harvest Time
 

In late October, first lady Michelle Obama and students from two elementary schools in DC harvested the White House garden with help from professional chefs. The kids then got to sample some of the delicious produce that was served up as a delicious salad. For more information about the Let’s Move initiative, visit the Let’s Move page of the Fruits & Veggies—More Matters website.


Website Poll: Motivation for Fruit and Vegetable Consumption
 

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 consumers’ motivation for eating fruits and vegetables. From this, PBH can determine what content might offer consumers the most compelling case to increase their consumption.  
 

The question specifically asked, “What's the Main Reason You Eat Fruits & Vegetables?” and asked responders to select from the responses Antioxidants, Regulate Blood Sugar, Maintain/Lose Weight, They Just Taste Good, or Other. Out of 137 poll responders, 36 percent (49) said they eat fruits and vegetables because they taste good, 26 percent (36) said they eat them for the antioxidants, 25 percent (34) said to maintain or lose weight, 8 percent (11) said they eat fruits and veggies for other reasons, and 5 percent (7) said they eat them to help regulate blood sugar. 
 

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 Oct. 18, 2010 through Nov. 1, 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):
American Frozen Food Institute
Canned Food Alliance
The Oppenheimer Group
Sunkist Growers, Inc.
U.S. Potato Board


Returning Donors:
Advantage Sales & Marketing, LLC
Apache Produce Imports LLC
Delicious Foods
Kingston & Associates Marketing, LLC
Ben Litowich & Son, Inc.
RLB Food Distributors, L.P.
Rohrer Brothers, Inc.

 

For more information, contact Kristen Stevens.


PBH Direct! Archive
2010


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