Produce For Better Health Foundation

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February 7, 2014

PBH Delivers Against 2013 Business Plan
There's Still Time to Register
More Matters Reaches Millions
Welcome Todd Gromis
February Webinar Focuses on Nutrition and Versatility of Canned Foods
National Nutrition Month 2014
February Social Media Posts Now Available
Donor Recognition & New Donor Welcome: Your Support Matters!

PBH Delivers Against 2013 Business Plan

2013 proved to be another banner year for PBH. Overall, the year-end results of the annual business plan exceeded expectations; validating the progress resulting from foundation's principled advocacy, strategic communications and strong industry support. As evidenced by the strong online and social media numbers, the Fruit & Veggies—More Matters® logo and brand are resonating with consumers.

Year-end performance highlights are as follows:

Media: Media and social media impressions surpassed goal on every front. 12.1 billion media impressions were generated through print and electronic PR and communications efforts: 21% higher than 2012. Twitter followers increased nearly 50%, Facebook likes doubled, and Pinterest followers tripled.

Industry: The year ended with 61 industry members (12 retailers; 49 non-retail) who met our Role Model status, and another 42 Champions (12 retailers; 30 non-retail). Ambassador Program launched in Q3. Retail impressions surpassed annual goal.

Health Influencers: PBH stepped up outreach to educators and health professionals in 2013. Five webinars, averaging 225 participants per webinar, ranged from grapes, to protein, to pesticides. PBH's inaugural issue of our new Fruit & Veggie Connection magazine for health professionals debuted in Q3 with positive response, and the 2013 Supermarket RD Program at Fresh Summit in Q4 hosted 25 dietitians.

Web:Monthly average visits to ended below goal due to preparation for the new site launch in August. Visits then trended upward very strongly with Q4 monthly average visits 22% higher than 2012. Of special note is that the entire site re-launch was done within our normal web budget, with no additional costs.

Research: Particularly noteworthy is that PBH's target audience of moms has seen progressive improvements in several key markers over time, based on our annual Mom Survey. Specifically, 79% of surveyed moms reported that they intend to serve more fruit and vegetables to their family in 2013, up from 69% in 2007; 49% of moms self-reported that they were “likely to purchase” a product when seeing the Fruits & Veggies—More Matters logo on it, up from 40%; and 41% of moms surveyed are extremely or very motivated by the Fruits & Veggies—More Matters message, up from 24% in 2007. A new series of questions showing high Fruits & Veggies—More Matters brand affinity will serve as baseline data. Using last year's PBH 2012 consumer shopper data, PBH was also able to post media usage, interests, demographics and psychographics around various subsets of fruit and vegetable consumers.

You may read a full version of the 2013 year-end results on the PBH Foundation website..

    There's Still Time to Register

    March is quickly approaching, but if you haven't registered for The Consumer Connection, PBH's Annual Conference, you still have time! You may have missed the early bird registration deadline, but online registration is still open so make sure you register today!

    The Consumer Connection is the premier event for fruit and vegetable marketers, supermarket dietitians, suppliers, growers, processors and other industry professionals to share best practices, marketplace trends, and research. This year, join us in beautiful Scottsdale, Arizona for three days of interactive sessions, networking opportunities, and riveting presentations—and you will bring back a wealth of information to better target consumers to help grow your business.

    The 2014 Consumer Connection, PBH's Annual Conference will be held at the Hilton Scottsdale Resort and Villas from March 17-19. For questions or assistance with registration, please contact Event Manager Sharese Alston.


    More Matters Reaches Millions

    Produce for Better Health Foundation (PBH) kicked off 2014 with a major billboard display in the heart of Times Square. The huge 26'x20' digital CBS Super Screen billboard is located at 42nd Street between 7th and 8th Avenues. The billboard sequence runs every hour from 6am until midnight through the end of March.

    Made possible in part by the generous support of Duda Farm Fresh Foods and Paramount Citrus, and just in time for the epic New Year's Eve celebration, PBH's Fruits & Veggies—More Matters digital ad debuted in Midtown Manhattan. “This was a rare, but huge marketing opportunity for PBH; a chance to communicate our important message of consumption on one of the world's biggest and brightest stage at a fraction of the cost,” says Elizabeth Pivonka, Ph.D., R.D., president and CEO of PBH. “Whether tourists, employees, residents, or vehicles and taxis passing through, the exposure is unrivaled and strategic to our efforts to reach consumers, raise awareness, and increase visibility of the Fruits & Veggies—More Matters message and brand,” said Pivonka.

    Using motion graphics, the 10 second video speaks clearly to the importance of increasing the consumption of fruit and vegetables and the resulting health benefits; namely fighting obesity, preventing diabetes and high blood pressure for a healthier America. The video ends with a call to action by asking viewers to “Join America's More Matter Pledge” to encourage greater consumption of fruit and vegetables.

    Welcome Todd Gromis

    Produce for Better Health Foundation (PBH) is pleased to announce the addition of Todd Gromis to the development team. Based in California, Todd will be responsible for developing and executing strategies which retain and further engage existing donor relationships as well as cultivate new donor prospects within the Midwest to West Coast regions of the United States.

    Todd comes to PBH with nearly 30 years of produce marketing, procurement, and retail sales experience. Most recently Todd worked for Sprouts Farmers Market as a produce manager.

    “We are very excited to welcome Todd to our PBH team. The combination of his experience and geographic location will allow PBH to strengthen existing relationships with our donors and cultivate new relationships with supporters of PBH and the Fruits & Veggies—More Matters® national health campaign” said Kristen Stevens, COO Produce for Better Health Foundation.

    February Webinar Focuses on Nutrition and Versatility of Canned Foods

    Produce for Better Health Foundation is pleased to announce its second webinar of 2014 to be held on Thursday, February 13th from 2 pm – 3 p.m. ET.

    The presentation entitled “Cans Get You Cooking!” shares new research on the nutrition and versatility of fruit, vegetables, and beans, including ways they can be incorporated into everyday meals for overall health and wellness.

    This FREE and informative webinar is intended to help participants to:

    • Understand how canned foods deliver key food groups and nutrients in the diet
    • Demystify the process by which canned foods go from field to sealed to meal
    • Identify ways in which canned fruits and vegetables can be incorporated into everyday meals for overall health throughout the year
    • Identify opportunities to promote canned foods at retail or in media/social media

    Those interested can register online by Monday, February 10, 2014. Space is limited.


    If you missed a webinar, all previous presentations are archived on the PBH website




    National Nutrition Month

    March is National Nutrition Month and this year's theme is “Enjoy the Taste of Eating Right.” So that you are prepared to support this initiative through your promotions, PBH would like to remind you of the many materials available to help you with these efforts including toolkits for retailers, suppliers, and growers/processors. Don't forget to use the Fruit & Veggie Happenings page to upload scheduled events in order to increase awareness and raise attendance.

    Visit the Fruits & Veggies—More Matters website to view our collection of recipes designed to help consumers "Enjoy the Taste of Eating Right."

    February Social Media Posts Now Available

    Cupid aims to spread the love this month and so should you! Use our February Social Media Posts to show your love of fruits and veggies!


    PBH is pleased to recognize the following companies who have contributed their support of the Foundation from January 2, 2014 through February 4, 2014. Your generous contributions help support PBH's many activities to increase fruit and vegetable consumption. To find out how you can support PBH, and grow your business in the process, contact the PBH Development Department.

    New Donors:
    Bare Snacks

    Donors Who Increased Their Annual Contribution:
    Market Fresh Produce, L.L.C.

    Returning Trustees ($10,000+ Annual Contribution):
    Ardagh Metal Packaging USA Inc.
    Mastronardi Produce, Ltd.
    Melissa's/World Variety Produce, Inc.
    Nestle USA
    Rainier Fruit Company, Inc.
    Stemilt Growers LLC

    Returning Donors:
    Affiliated Foods, Inc., Texas
    Bashas' Family of Stores
    Bozzuto's, Inc.
    Bush Brothers & Company
    Bushwick Commission Company, Inc.
    Caito Foods Service, Inc.
    California Canning Peach Association
    California Date Administrative Committee
    Cal-Ore Produce, Inc.
    Columbia Marketing International
    General Produce, Inc.
    H. Brooks & Company
    McEntire Produce, Inc.
    Meijer, Inc.
    Mushroom Council
    Package Containers, Inc.
    Red Gold, Inc.
    Rice Fruit Company
    Sage Fruit Co LLC
    Village Farms



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