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November 19, 2010

2010 Gap Analysis Results Released to Media
PBH Distributes 2010 State of the Plate Report
Executive Committee Approves 2011 Business Plan
More Take Americas More Matters Pledge Every Day
PBH Takes Part in NAEYC Event
PBH Research Debuts at ADA & FNCE
WHO Recommendations on Food Advertising to Children
Let's Move Update: Cities and Towns
Impact of the Environment on Fruit & Vegetable Consumption

2010 Gap Analysis Results Released to Media

Last week PBH officially released the results of the 2010 Gap Analysis and the 2010 State of the Plate report to the media. This article addresses the 2010 Gap Analysis and a later one discusses the 2010 State of the Plate in more detail. 

The 2010 GAP Analysis outlines the extent to which the federal government policies have made fruits and vegetables a national public health priority. It looked at the federal government's spending priorities over the past ten years and found that national fruit and vegetable consumption remains a low priority for the government, despite warnings from high-level federal officials about the impact of diet-related diseases. A large gap exists between recommended fruit and vegetable consumption and actual consumption. 

Within the report, PBH offers some recommendations to alleviate the enormous economic and disease-related costs associated with the lack of fruit and vegetable consumption. These are:

  • Align USDA spending with dietary recommendations
  • Elevate nutrition education as a USDA funding priority
  • Allocate NIH funding based on the disease-prevention benefits of fruit and vegetable consumption
  • Bring CDC fruit and vegetable spending in line with chronic disease health risks 

    The government's relegation of fruits and vegetables to a low funding priority status is inconsistent with this public health priority, the large produce consumption gap, and the economic costs and substantial health risks associated with that gap. The results of this study should add to the urgency for federal action to address the nation's fruit and vegetable consumption gap. The study researchers suggest that the mix of market forces and existing federal polices are not likely to adequately address that gap any time soon. 

    An executive summary of the 2010 GAP Analysis can be read online at The full 2010 GAP Analysis report can be found online in full at

PBH Distributes 2010 State of the Plate Report

The 2010 State of the Plate report was released to the media during a special briefing held in Boston MA during the American Dietetic Association conference. This important report examines America's produce consumption and is released every five years. 

The report finds that several groups have increased their fruit consumption by at least 5 percent since 2004 including children ages 2-12, males 18-34, and females 18-54. However, teens and those age 65 and over appear to be eating less fruits and vegetables. While trends in specific population segments show signs of improvement, overall under-consumption continues to be a problem. 

The average person consumes 1.8 cups of fruits and vegetables per day, with vegetables making up about 60 percent of this amount and fruit representing 40 percent. Only six percent of individuals consume their recommended amount of vegetables in an average day. The number is slightly better for fruit, with eight percent hitting their target. Moms surveyed said that fresh fruits and vegetables and 100 percent fruit or vegetable juice are mainly purchased for nutrition and family preference, while canned, frozen, or dried fruit are purchased mainly for convenience, cost, and longer shelf life. 

For more information, the full State of the Plate report can be found online at State of the Plate research was sponsored by Bayer CropScience and PMA.

Executive Committee Approves 2011 Business Plan

PBH's Executive Committee has approved the 2011 business plan. This 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 Board of Trustees approved the 2011 strategic plan at the 2010 PBH Annual Meeting last April.  Over the summer, various PBH committees worked on the 2011 business plan to support the Board of Trustees-approved strategic plan. 

The 2011 business plan focuses on three priority goals, increasing fruit and vegetable consumption through comprehensive marketing, communications, and education efforts targeted at Moms, regularly monitoring and updating the National Action Plan to Promote Health Through Increased Fruit & Vegetable Consumption, and securing sustainable funding sources for PBH through leveraging both private and public resources. 

PBH has a structured process for monitoring the effective implementation of the annual business plan. As part of this process, a quarterly update is prepared for the Executive Committee outlining accomplishments to date related to the various goals and strategies of the annual plan. For more information, read the 2011 Business Plan.

More Take Americas More Matters Pledge Every Day

The America's More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign collects more pledges every day. Now over 1800 people have pledged to increase their fruit and vegetable consumption, make fruits and veggies half their plate at meals and snacks, or to help make fruits and vegetables more available at schools. America's More Matters Pledge is featured on the
Fruits & Veggies—More Matters® website,

PBH Takes Part in NAEYC Event

PBH representatives had an enjoyable and successful time at the National Association for the Education of Young Children Show in Anaheim, CA November 2 - 6. Hot topics of conversation included the Creative Pocket Apron and PBH's BMI brochure. PBH Manger of Catalog Sales, Don Schuler, spoke with key Head Start representatives with whom he plans to remain in contact throughout the coming year.

PBH Research Debuts at ADA & FNCE

PBH unveiled the results of the 2010 Gap Analysis and the 2010 State of the Plate report to the media during the combined American Dietetic Association (ADA) Food and Nutrition Conference & Expo in Boston, MA November 6 - 9. In addition to the release of these important pieces of research, discussed in separate stories above, the PBH tradeshow booth was a hotbed of activity. Several America's More Matters Pledge cards were filled out at the event and even more were taken away by educators to be distributed to their hometown clients. PBH Manger of Catalog Sales, Don Schuler, displayed an educational package referred to as the triumvirate of truth which includes the Produce Wheel, the More Matters Guide, and the Video Center on the Fruits & Veggies—More Matters consumer website. He describes these tools as the antidote to a lack of fruit and vegetable information.

WHO Recommendations on Food Advertising to Children

The World Health Organization (WHO) has released recommendations on food and beverage marketing to children. The recommendations were developed at the 63rd World Health Assembly to aid member states to create or strengthen policies on food marketing to children. WHO urges member states to incorporate policies that reduce cross-border marketing. Read the full report on the WHO website.

Let's Move Update: Cities and Towns

Dave Noble has been named the new Director of Let's Move Cities and Towns. To date, over 300 communities have signed up for this program that encourages mayors and other elected officials to adopt a long-term, sustainable, and holistic approach to fighting childhood obesity.  Mayors and municipal officials who sign up for Let's Move Cities and Towns commit to taking action in each of the four pillar areas of Let's Move!: helping parents make healthy family choices, improving the health of schools, increasing physical activity opportunities, and making healthy food affordable and accessible. After one year, cities and towns will report on their challenges and success, and can then become certified as a Let's Move City or a Let's Move Town. 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.

Impact of the Environment on Fruit & Vegetable Consumption

This month's edition of the International Fruit and Vegetable Alliance's (IFAVA) scientific newsletter looks at the impact of the environment on fruit and vegetable consumption. Specifically, articles discuss the importance of the neighborhood food environment in influencing fruit and vegetable intake, food advertising to children, and whether education or geography makes more difference in vegetable consumption. 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 Nov. 1, 2010 through Nov. 16, 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):
Bush Brothers & Company
Produce for Kids
SuperValu/W. Newell & Company

Donors Who Increased Their Annual Contribution:
Ahold USA*
Dole Food Company, Inc.

Returning Donors:
H. Brooks & Company
Del Campo Supreme, Inc.
DiMare Fresh, Inc.
Keystone Fruit Marketing, Inc.
Marsh Supermarkets, L.L.C.
Package Containers, Inc.
Peter Condakes Company, Inc.

*Includes Giant of Maryland, L.L.C., Giant Food Stores, L.L.C. and Stop & Shop Companies, Inc.


For more information, contact Kristen Stevens.

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