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December 17, 2010

From the Chair: Reflections on 2010
Fruits & Veggies—More Matters Logo on More Packages in 2010
Social Media Success in 2010
President Signs Healthy, Hunger-Free Kids Act
Grocery Stores Top Source of Healthy Eating Information
Americas More Matters Pledge Continues into 2011
Coming Soon: the 2011 Nutrition Education Catalog
Sponsorship Opportunities for 2011
Recipes Needed!
Thank You and Happy Holidays
IFAVA News: The Cost of Obesity

From the Chair: Reflections on 2010

As 2010 draws to a close, I took a moment to reflect on all the activities, research, and opportunities PBH worked on throughout the year.  The list is quite impressive.  I thought all of you might enjoy a summary. 

The 2010 Generation X Mom Survey was fielded in January, and this year’s version also included a subset of answers from Gen Y Moms. 

In February, first lady Michelle Obama unveiled her Let’s Move initiative aimed at fighting childhood obesity, a cause that has become her top policy priority. President Obama also established an interagency federal task force to address childhood obesity. The Let's Move initiative contains numerous references to fruits and vegetables and the role they have to play in its success. PBH has actively collaborated with Let's Move by crafting, hosting, and promoting the America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign and by increasing public awareness of the Let’s Move Salad Bars to Schools outreach. Visit the Fruits & Veggies—More Matters Let’s Move page periodically to get the latest updates. 

That same month, PBH’s main office relocated to 7465 Lancaster Pike, Suite J, 2nd Floor, Hockessin, DE 19707. PBH’s phone number, (302) 235-2329, remained the same, as did all PBH staff extension numbers. 

In March, National Nutrition Month®, the new Shop Healthy! iPhone app debuted. Shop Healthy!, the first comprehensive nutritional grocery guide for the iPhone, has over 100,000 unique, branded products categorized. Each product has key nutritional factoids, nutritional label information, and in most cases, shows how that product ranks within its category. This comprehensive app includes tips on how to select and store specific fruits and vegetables, along with fun facts about each fruit and vegetable, provided by PBH. March also marked the beginning of the
Fruits & Veggies—More Matters consumer contest, Your Healthy Life and You

April saw the introduction of new features to the
Fruits & Veggies—More Matters website. The Fruit & Vegetable Daily News page offers a running list of the latest news stories on fruit and vegetable research, policy, and health news. Hover over the headline to stop the scrolling, or click the headline to read the article. Also new to the website is a Vegetable Garden How-To Guide. This page explains the steps involved in planning, preparing, and planting a vegetable garden and features a list of frequently asked gardening questions. On this page consumers can also sign up to receive gardening reminder e-mails with information on what they should be doing for their plants that arrive when it’s time to do it. 

PBH’s free, bi-weekly Fruits & Veggies-More Matters e-newsletter was also updated to sport a new look, a new name, Fruit & Veggie Voice, and a new leading teaser, Get the Scoop. Stay Smart about Your Family’s Health. The Fruit & Veggie Voice e-newsletter is distributed bi-weekly and offers hints and tips for increasing subscribers’ intake of fruits and vegetables. The total number of opt-in subscribers to the e-newsletter has risen to over 22,600 recipients. Now is the perfect time to sign up to receive the Fruit & Veggie Voice and forward it to others who might be interested in subscribing. 

Fruits & Veggies—More Matters and Shrek invaded McDonald’s in May, appearing in Happy Meals across the country on packages of Apple Dippers. 

Three new radio PSAs debuted in June courtesy of the Wild Blueberry Association and WestGlen Communications. The PSAs stressed that, when it comes to good nutrition, all forms of fruits and vegetables matter: fresh, frozen, canned, dried, and 100 percent juice. These PSAs are branded as coming from PBH and referred listeners to the
Fruits & Veggies—More Matters website,

In July, PBH added new points of contact to its social networking outreach. Now donors and others can connect with PBH on Facebook in three ways, through the Fruits & Veggies—More Matters page, the PBH page, and the Nutrition Education Catalog page.
Fruits & Veggies—More Matters still maintains its Twitter presence. You can also find videos from the Video Center and four PSAs on YouTube

Also in July, PBH joined with to provide a variety of nutrition information online. works with school districts across the country to post their elementary, middle, and high school menus on their website, including the nutritional content of the items served. The site is provided free and can be customized for each individual school within the district. Their website now features the Fruits & Veggies—More Matters fruit and vegetable of the month, a kids’ section, and fitness and health information from nationally-known institutions and experts. For more information, visit online. 

Fruits & Veggies—More Matters Month in September saw the debut of the America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign on The America’s More Matters Pledge offers a choice between three different promises that increase the availability of fruits and veggies in schools, or on consumers’ plates. The associated Fruit & Veggie Happenings page offers readers and consumers the opportunity to upload information on fruit and veggie related activities such as cooking demonstrations, product sampling events, or contests, to generate more publicity. The information found here will help those who take the pledge to keep their promise to lead a healthier lifestyle. 

The America’s More Matters Pledge began as an outcome of discussions between Michelle Obama’s Let’s Move! childhood obesity initiative and will continue indefinitely. I encourage all of you to take a look at the promotional materials designed in support of the America’s More Matters Pledge campaign. Three versions of this toolkit are available on the PBH website, Click through to check out the retail toolkit, the supplier toolkit, and educator toolkit online. These toolkit materials are customizable and free of charge for the industry, educators, and members of the public health community. Incorporate some or all of these materials into your planned promotions going into 2011. 

September also saw Hampden County, MA, begin to conduct the first-ever Healthy Incentives Pilot that enrolled randomly selected SNAP households to receive funds targeted toward the purchase of healthy fruits and vegetables. For every dollar participants spend on fruits and vegetables using their SNAP Electronic Benefit Transfer cards, 30 cents will be added to their benefit balance - thus cutting the cost of fruits and vegetables by almost one-third. Evaluation of this program will focus on whether incentives increased the consumption of fruits and vegetables in SNAP households and how participants' overall diets were affected. 

The winners of Fruits & Veggies—More Matters’ Your Healthy Life and You contest were announced in September. All of the winners’ stories, tips, and recipes will be incorporated and featured on the
Fruits & Veggies—More Matters website,

In October, the Fruits & Veggies—More Matters website won the Web Marketing Association’s 2010 WebAward Outstanding Achievement in Web Development for Non-Profit Standard of Excellence. 

November saw PBH release a flurry of research data to the media. 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 November 8. 

The 2010 GAP Analysis outlines the extent to which the federal government policies have made fruits and vegetables a national public health priority. It found that fruit and vegetable consumption remains a low priority for the government and offers recommendations to alleviate the enormous economic and disease-related costs associated with the lack of fruit and vegetable consumption. 

The 2010 State of the Plate Report examined America’s produce consumption and found that while trends in specific population segments show signs of improvement, overall under-consumption continues to be a problem. 

PBH released the revised National Fruit & Vegetable Alliance National Action Plan to Promote Health through Increased Fruit and Vegetable Consumption in November as well. This iteration of the National Action Plan included a Report Card on progress made since the previous plan was crafted five years ago. 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 report also issued recommendations in the form of forward looking strategies that would begin to close the gap between actual and recommended fruit and vegetable consumption. 

Also in November, the new public-private partnership, Let’s Move Salad Bars to Schools, launched with the goal of giving every child the choice of healthy fruits and vegetables at school every day. This new grassroots public health initiative is working in concert with first lady Michelle Obama’s Let’s Move! initiative. Their goal is to provide at least 6,000 salad bars to schools in the next three years. The National Fruit & Vegetable Alliance co-chaired by PBH and CDC, is a founding partner in the Let’s Move Salad Bars to Schools initiative. Other founding partners include the Food Family Farming Foundation and United Fresh Produce Association. Interested schools can begin the process by completing an online application and creating their own individualized webpage on the initiative’s new website:

Website enhancements implemented this year include: a new Home Page design, the new Fruit & Vegetable Daily News page, weekly updates to About the Buzz articles, the new
Fruits & Veggies—More Matters Let’s Move page, the new Fruits & Veggies—More Matters Vegetable Garden How-To Guide and opt-in Gardening e-mail, Gardening Reminder: What You Should be Doing, as well as ongoing additions to the Fruit & Veggie Nutrition Database, the recipe database, and Top 10 lists. 

In 2010, PBH added 38 new commodities to the Fruit and Vegetable Database on the Fruits & Veggies—More Matters website. There are now well over 1,000 recipes available on the Fruits & Veggies—More Matters consumer website. Fifty new recipes were also added this year, 35 of them to the 30-minutes or less section. The recipe section of continues to be one of the most frequently visited areas of the website. 

The popularity of continues to increase and new features are being added regularly. If you haven’t visited in a while, stop by, there’s a lot new to see! Government, non-profit, healthcare, and fruit and vegetable industry sites have increasingly been linking to from their own websites.  More than 1,200 links are in place, with new ones added continually! If your company hasn't already added a link from its website to, add one now. 

And finally, throughout 2010 PBH continued to reach Moms across the country with the Fruits & Veggies—More Matters message that increasing the consumption of fruits and vegetables is important for better health. 

I encourage all of you to support the Fruits & Veggies—More Matters brand; more support, YOUR support, really does matter. With your help, we can keep the success of Fruits & Veggies—More Matters growing strong in 2011.

Andrea Astrachan, Ahold USA

Fruits & Veggies—More Matters Logo on More Packages in 2010

Consumers can now find the Fruits & Veggies—More Matters® brand logo on over 1,960 different food labels in stores nationwide. That figure includes over 170 new packages approved for logo use this year. Consumers look for the logo when shopping as a designation that a product is nutritious and to remind them to eat more fruits and vegetables for their better health. Growers, shippers, processors, distributors, and retailers across the country support the importance of fruit and vegetable consumption by including the
Fruits & Veggies—More Matters logo prominently on both nationally marketed, brand-name products as well as on the private-label products of several grocery chains. 

Shoppers can find the Fruits & Veggies—More Matters logo throughout stores, on fresh, frozen, canned, dried, and 100 percent juice fruit and vegetable products, and more are being submitted for logo certification every week. To submit a product for logo consideration, contact PBH Production Manager Toni Eaton.

Social Media Success in 2010

PBH and Fruits & Veggies—More Matters have been actively represented in social media venues in 2010. The Fruits & Veggies—More Matters Twitter presence currently has 2,911 followers. PBH has three active Facebook pages the Fruits & Veggies—More Matters page, with 2,104 likes (formerly known as fans), the PBH Foundation page, with 33 likes, and the Nutrition Education Catalog page, with 36 likes.  To date, much of the focus has been on the Fruits & Veggies—More Matters page, but plans are currently being developed to increase the number of likes for the PBH Foundation and Nutrition Education Catalog pages in 2011. Videos from the Video Center can be found on YouTube. To date there have been 17,254 total views with 22 subscribers and 12 friends. PBH encourages donors to also check out Fruits & Veggies—More Matters on Twitter and the PBH Foundation, the Nutrition Education Catalog, and the Fruits & Veggies—More Matters pages on Facebook.  Jump into the social media pool and join the online conversation!

President Signs Healthy, Hunger-Free Kids Act

Earlier this month, the U.S. House of Representatives passed the Healthy, Hunger-Free Kids Act, sending it to President Barack Obama's desk where he signed it into law December 13. This $4.5 billion measure increases funding for school lunches by six cents a meal and will help improve children’s access to nutritious fruits and vegetables. The new funds will also allow 20 million additional after-school meals to be served annually in all 50 states. As part of the law, new nutrition standards will be written by USDA that will decide which kinds of foods may be sold in schools and what ingredients can be used in cafeterias and in vending machines. A video of President Obama signing the act can be seen on the White House website.

Grocery Stores Top Source of Healthy Eating Information

New research from the Dietary Guidelines Alliance, of which PBH is a member, shows that most consumers don’t fully understand the ins and outs of healthy eating, and that they would be willing to listen to nutritional information supplied to them by grocery retailers. 

This presents grocery retailers with the opportunity to connect with their customers by providing the healthy eating messages those customers really need in an environment where they are willing to pay attention. One way to take advantage of this opportunity is to provide
Fruits & Veggies—More Matters signage in stores. It also includes highlighting the Fruits & Veggies—More Matters logo on private label fruit and vegetable products and encouraging suppliers to do the same. PBH has developed a wide array of tools retailers can use to give customers the nutritional advice they’re looking for. Find them in the retailers' section of the PBH website,

Closing the gap between the amount of fruits and vegetables that consumers currently eat and what they should be eating would result in an average of nearly $6 million more in fruit/vegetables sales annually per store. This figure is based on data compiled by PBH using supermarket sales data from FMI and fruit and vegetable consumption data from PBH’s 2010 State of the Plate Report

The Dietary Guidelines Alliance interviewed over 1,000 parents as part of this three-phase research project.  For more information on this research online visit the Food Insight website at

Americas More Matters Pledge Continues into 2011

The America’s More Matters Pledge: Fruits & Veggies … Today and Every Day! online pledge campaign will continue into 2011. As consumers promise to eat more nutritious fruits and vegetables every day on the Fruits & Veggies—More Matters website,, the movement has grown to well over 1,950 pledges! PBH encourages readers to talk about the America’s More Matters Pledge in their own marketing efforts and to link to the pledge from their own websites. The pledge campaign officially kicked off in September but the campaign will continue into 2011.

Coming Soon: the 2011 Nutrition Education Catalog

The 2011 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. In addition to past favorites like the Fruit & Veggie Scentsable Learning Scents Cards and several Spanish items, there will also be plenty of exciting new products available, too! 

The catalog is designed to be the go-to source for fun, inexpensive, fruit and vegetable nutrition education material. Over 94,000 health professionals, educators, and parents are set to receive this valuable resource. Sign up to be added to the catalog mailing list now at

Sponsorship Opportunities for 2011

A select number of PBH sponsorship opportunities are available for 2011, including: Annual Meeting Packages, Consumer Columns; issues of PBH Direct!, the foundation's semi-monthly e-newsletter; the quarterly retailer-specific print newsletter, Retail Matters; videos in the online Video Center at the Fruits & Veggies—More Matters consumer website,; and others. Don't miss a single opportunity for increased visibility and amplified marketing reach! For more information, contact PBH West Coast Fund Development Director Jennifer Armen-Bolen or PBH East Coast Fund Development Director Renee Bullion.

Recipes Needed!

Calling all growers, shippers, packers, commodity board members, nutritionists, and home cooks, PBH is in search of recipes to expand our collection! These recipes will be considered for use as featured recipes for a future Fruit or Veggie of the Month press release, added to our searchable recipe database on, and included in other marketing materials. Recipe suppliers will receive a credit line whenever their recipe is used. 

Recipes will be evaluated to make sure they meet PBH products promotable criteria and may need to be slightly modified in some cases before use as a featured recipe. Only recipes with print-quality photos of the completed dish will be considered. There is no recipe limit; you may submit as many recipes as you like, the more the merrier! Please send recipes and photos to PBH Communications Specialist Jill LeBrasseur.

Thank You and Happy Holidays

As the last page of the calendar flips by, Produce for Better Health Foundation looks forward to an exciting 2011. We would like to take this opportunity to thank those making annual contributions in support of our efforts to increase consumption of fruits and vegetables. PBH would like to express immense gratitude for all Fruits & Veggies—More Matters brand licensees, in-kind donations, sponsorships, and auction items donated in 2010. PBH would also like to thank everyone for their ongoing support in helping disseminate the Fruits & Veggies—More Matters message by adding the brand message to product packaging and POS signs, using the logo in circulars and on advertising, forwarding
Fruits & Veggies—More Matters press releases to local media outlets, and linking their company websites to the Fruits & Veggies—More Matters consumer website. PBH also thanks all State Fruit & Vegetable Nutrition Coordinators for helping to make eating more fruits and vegetables a priority in the minds of the communities they serve and those in the health care field for passing on the message of better health through eating more nutritious, delicious fruits and vegetables. 

The continued support of all our donors remiains crucial to PBH's success, to the health of Americans, and to the health of the fruit and vegetable industry. Here's wishing you a happy, healthy holiday season and all the best for a bountiful New Year!

IFAVA News: The Cost of Obesity

This month’s edition of the International Fruit and Vegetable Alliance’s (IFAVA) scientific newsletter looks at the costs of obesity. Specifically, articles discuss the economic implications of obesity among people with atherothrombotic disease, the outcomes and economics of obesity in pregnancy, and recent economic finding regarding childhood obesity. 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. 30, 2010 through Dec. 10, 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:
International Golden Foods, Inc.

Returning Trustees ($50,000+ Annual Contribution):
Seneca Foods Corporation
Taylor Farms

Returning Trustees ($10,000+ Annual Contribution):
Nestle USA

Returning Donors:
American Mushroom Institute
Big Y Foods, Inc.
Oneonta Trading Corporation


For more information, contact Kristen Stevens.

PBH Direct! Archive

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