Produce For Better Health Foundation

Search form

Print This
Tue, Jun 18, 2019

Fruits & Veggies—More Matters Market Research

Due to changing recommendations for fruit and vegetable intake, PBH, CDC, and other members of the National Fruit and Vegetable Alliance recognized the need to revise communications that promote fruit and vegetable consumption. Here you will find information about the formative research used to develop a new identity for the 5 A Day Program, which is now Fruits & Veggies—More Matters®.


The objective was to re-brand 5 A Day to be sustainable, adaptable, and compelling, while leveraging existing program equity. Formative research included interviews with representatives from government, industry, and medical organizations, and consumer perspectives from interviews, focus groups, and an online survey.


Public health and private organizations clearly agreed that a compelling emotional benefit was needed to motivate consumers to eat more fruits and vegetables and that messaging needed to be used consistently among national, state, and local programs. Interviews and focus groups targeted mothers who indicated they believed they and their families were getting enough fruits and vegetables over time, knew they could eat more, but needed to be convinced why.


The most effective messages appealed to mothers' emotional needs to be responsible, leveraged functional intrinsic values of fruits and vegetables, did not try to quantify “enough”, and focused on small steps. Benefits of fruits and vegetables (e.g., health, energy, variety, well-being) were important in driving decisions to eat and serve fruits and vegetables. When the Fruits & Veggies—More Matters slogan and logo were viewed together, the majority (62%) said it increased their interest in eating more fruits and vegetables.


The Fruits & Veggies—More Matters brand holds numerous opportunities for promoting fruits and vegetables consumption through a public health initiative.



Other Research Topics
PBH Research
5 A Day research
General Research
Phytochemical Info Center