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December 3, 2010

PBH Leads Development of National Action Plan Report Card
PBH Research Releases Gain Valuable Media Exposure
Americas More Matters Pledge Closes on 2,000 Pledges
Child Nutrition Legislation Update
Use the Fruit & Veggie Happenings Page to Promote Events into 2011
Lets Move Update: Lets Move Salad Bars to Schools
Pivonka Speaks at Midwest Food Processors Assn Meeting
Website Poll: Serving Measurement

PBH Leads Development of National Action Plan Report Card

In 2005, PBH led the National Fruit & Vegetable Alliance (NFVA) development of a National Action Plan to Promote Health through Increased Fruit and Vegetable Consumption. This National Action Plan provided a new and comprehensive approach for improved public health through increased fruit and vegetable consumption. Five years later, again led by PBH, the Alliance has released a new report, the National Action Plan 2010 Report Card, that evaluates progress since 2005. The 2010 Report Card included the use of PBH’s 2010 Gap Analysis and 2010 State of the Plate report

The NAP report card finds that the average American’s fruit and vegetable consumption remains far below recommended levels, despite repeated warnings from high-level federal officials about the impact of diet-related disease. In fact, only six percent of individuals achieve their recommended target for vegetables and only eight percent reach their recommended target for fruit in an average day. 

The WIC Fruit and Vegetable Vouchers program received an ‘A’ grade in the report card. School food and restaurant menus received a ‘C’ grade for making slight progress over the past five years, particularly with greater availability and variety in fruit and vegetable choices in fast food establishments and cafeterias. Federal agriculture policy alignment with health policy, however, received a ‘D’ grade since there has been minimal progress over the past decade in this area. Finally, a failing grade was assigned to the healthy food advertising category, due to a decrease in nutritious food advertising over time. 

The report issued recommendations in the form of forward looking strategies that, when taken together, would begin to close the gap between actual and recommended fruit and vegetable consumption in this country. They include:

  • Increasing the accessibility of fruits and vegetables in communities, schools, worksites, and restaurants;
  • Strengthening nutrition education programs and promotion efforts that give consumers the skills and motivation they need to make better food choices; and
  • Aligning federal funding priorities to be consistent with federal Dietary Guidelines. 

    PBH and Centers for Disease Control and Prevention (CDC) are co-chairs of the Alliance, which has existed for nearly 10 years. For more information, read the 2010 National Action Plan Report Card Executive Summary, the Full Report Card, or view the Grades Only.

PBH Research Releases Gain Valuable Media Exposure

In November, PBH officially released the results of the 2010 Gap Analysis, an assessment about how federal spending falls short of addressing public health needs, the 2010 State of the Plate report on America’s consumption of fruits and vegetables, and the National Action Plan Report Card to the media, garnering attention and impressions from both the trade and consumer press. 

Results of the 2010 GAP Analysis were reported by The Packer, Food Industry Today, the Baltimore Business Journal, Health Care Industry Today, U.S. Politics Today, Reuters, AOL Daily Finance, Yahoo News, and on to name just a few. 

PBH’s release of the 2010 State of the Plate Report found press coverage in USA Today, the Courier Post, the Chicago Sun Times, and others, as well as in blogs like Single Dad

The 2010 National Action Plan and Report Card generated media buzz in the Daily World, The Seattle Times, Supermarket News, on the Supermarket Guru blog, and on the health-oriented website WebMD, along with other news sources. 

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 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. For more information on the 2010 National Action Plan Report Card, read the Executive Summary, the Full Report Card, or view the Grades Only.

Americas More Matters Pledge Closes on 2,000 Pledges

Consumers nationwide are promising to eat more nutritious fruits and vegetables with the America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! pledge campaign. The pledge is featured on the Fruits & Veggies—More Matters® website,, and has now collected over 1,900 pledges! 

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 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. 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!

Child Nutrition Legislation Update

The U.S. House of Representatives has delayed a vote on the Healthy, Hunger-Free Kids Act. House Republicans attempted to amend the bill earlier this week by removing the federal mandate for paid meals in every school and requiring criminal background checks for employees of childcare facilities receiving federal funds. Since House Democrats were unable to achieve a two-thirds vote needed to suspend rules and prevent the consideration of new amendments to the bill, legislators are now forced to discuss and vote on the amendment, delaying a final vote on the bill as a whole. Because the un-amended nutrition bill is identical to legislation passed by the Senate in August, passage as-is would send it directly to the White House for President Barack Obama's signature. If the bill is amended, it will be sent back to the Senate with little time left in the legislative session. 

The lame duck session is the last chance for the current Congress to pass this legislation to bolster child nutrition programs. If the legislation is not passed before recently elected congress members take their seats early next year, these important child nutrition programs are at risk of losing their newly found funding.

Use the Fruit & Veggie Happenings Page to Promote Events into 2011

The Fruit & Veggie Happenings page allows those who upload scheduled events or classes to obtain wider visibility for and increase attendance at those events. 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.

Lets Move Update: Lets Move Salad Bars to Schools

In November, first lady Michelle Obama visited the Riverside Elementary School in Miami to announce a new partnership that will bring salad options to thousands of school cafeterias across the country. Let’s Move Salad Bars to Schools is a new public-private partnership with the goal of giving every child the choice of healthy fruits and vegetables at school every day. Their goal is to provide at least 6,000 salad bars to schools in the next three years. Riverside Elementary received the first salad bar as part of the launch. 

The National Fruit & Vegetable Alliance (NFVA), co-chaired by Produce for Better Health Foundation (PBH) and Centers for Disease Control and Prevention (CDC), along with Food Family Farming Foundation, and United Fresh Produce Association, are founding partners in the Let’s Move Salad Bars to Schools initiative. Throughout 2010, the partners have already raised funding for more than 600 new school salad bars. 

All schools and/or school districts that meet the bronze level of the USDA Healthier US School Challenge are eligible for a salad bar donation, with the stipulation that the school/district desires and can support a salad bar. All other schools and districts that participate in the National School Lunch Program (NSLP) may apply for a salad bar donation. Interested schools can begin the process by completing an online application and creating their own individualized webpage on the initiative’s new website: The website also offers details about the benefits of salad bars and resources to help increase fruit and vegetable consumption at schools. 

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.

Pivonka Speaks at Midwest Food Processors Assn Meeting

PBH president Elizabeth Pivonka was featured as a keynote speaker at the Midwest Food Processors Association’s 106th Annual Convention and the 83rd Annual Processing Crops Conference November 30 – December 2 in Green Bay, WI. She presented attendees with an update about the Fruits & Veggies—More Matters initiative and its link with the White House’s Let’s Move! childhood obesity initiative and spoke about the latest research released by PBH including the results of our Gen X Moms survey, the State of the Plate report, and the National Action Plan’s Report Card on efforts to increase American’s consumption of fruits and vegetables.

Website Poll: Serving Measurement

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 visitors, but a way to gather useful information about visitors and content for future updates. A recent poll asked about how consumers measure fruit and vegetable servings. This will allow PBH to determine what content might offer consumers the most compelling case to increase their consumption. 

The question specifically asked, “How Do You Usually Measure Fruit/Veggie Servings?” and asked responders to select from the responses Cups, Visually [e.g. 1/2 Plate], Weight, Handfuls, Portions [e.g. 1/5 Avocado], or Other. Out of 154 poll responders, 47 percent (73) said they measure fruits and vegetables visually, 23 percent (35) said they measure in cups, 14 percent (22) said what they considered to be a portion was a serving, 7 percent (11) measured fruits and veggies in handfuls, 5 percent (7) said other, and 4 percent (6) said they measure fruit and vegetable servings by weighing them. 

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 Nov. 16, 2010 through Nov. 30, 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 Donors
Fowler Bros., Inc.

Returning Donors:
Barsotti Juice Company, Inc.
DNE World Fruit Sales
Michigan Apple Committee
MountainKing Potatoes


For more information, contact Kristen Stevens.

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