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May 6, 2016

2016 Annual Conference Recap
New Officers & Executive Committee Members Approved by Trustees
2017 Annual Conference Dates & Location
Formula 5 Marketing Competition
Updated Mom Research Report Now Available
May Social Media Posts
Thank You! New and Returning Donors



2016 Annual Conference Recap


The annual conference for Produce for Better Health Foundation, The Consumer Connection, was held April 4-7 in Scottsdale, Arizona.  Close to 200 fruit and vegetable marketers and executives, retail buyers and vice presidents, supermarket dietitians, commodity boards, supply companies, foodservice representatives, and professors and students from universities attended the conference.  The conference afforded attendees the opportunity to Build strategic alliances, Grow their brand, Learn from vibrant speakers, Partner with colleagues, and Connect with Peers.


The conference opened Monday, April 4 with 1:1 business exchange appointments affording conference sponsors the opportunity to meet with any conference attendee, including all invited retailers and supermarket dietitians.  PBH’s Executive Committee, Board of Trustees, PBH’s various committees and PBH ambassadors held regularly scheduled meetings.  The day concluded with the conference’s opening reception and evening lounge.


The second day of The Consumer Connection was filled with informative presentations and capped off by the infamous Walkabout Market Dinner, a culinary celebration of fresh, frozen, canned, dried fruit and vegetables, and 100% juice, as well as the evening lounge sponsored by Pear Bureau Northwest.  Elizabeth Pivonka, Ph.D., R.D., President and CEO, Produce for Better Health Foundation began the day with her annual State of the Foundation presentation and video illustrating the accomplishments and goals achieved by the Foundation in 2016.  Grantees of the PBH Market Research grants from the Harvard School of Public Health and the University of Wisconsin, awarded for research in the 2015 calendar year, presented their findings, along with the presentations from the finalists of PBH’s Formula 5 Marketing Competition.  The finalists represented Arizona State University, California State University, Fresno, Concordia University, St. Paul, Millersville University and West Chester University.  The afternoon included an educational session: Employee Health & Wellness Programs: Sustainable and Profitable featuring speakers from Google and NutriSavings, and the 1:1 Business Exchange Appointments also continued throughout the afternoon.  The day concluded with the Walkabout Market Dinner which highlighted various dishes featuring fruit and vegetables from our sponsors. 


The third, and final, day of PBH’s annual conference, The Consumer Connection, kicked off with the keynote speaker presentation, Millennial Brand Love, by Jeff Fromm.  The informative, entertaining and high-energy presentation outlined new marketing models for creating millennial engagement & increasing future profits. 


Sponsors and attendees finished up the last of their scheduled 1:1 Business Exchange Appointments, and the final two educational sessions.  The first, How Does Your Garden Grow? Making Fruit & Veggies Mainstream, featured representatives from AJ Trucco, M&R Farms, Malena Produce and Melissa’s Produce.  The session featured the latest research on fresh and dried figs, watercress, eggplant and baby bok choy, along with selection tips, ideas on how to use these commodities and finished with a sample tasting. Creativity and Fruits & Veggies—More Matters: Elevating the Conversation, was sponsored by Nestle USA and featured a panel of supermarket dietitians from Niemann Foods/County Market, The Kroger Company/Little Clinic and Village Supermarkets ShopRite.  The panelists shared how they creatively utilize and leverage the Fruits & Veggies—More Matters brand and logo in their stores and communities. 


The annual PBH awards luncheon honored the 2015 Champions, Role Models, Supermarket RDs of the Year, Excellence Winners, Ambassadors and the winners of the Formula 5 Marketing Competition.  The conference concluded with an Under the Lights closing reception overlooking the mountains of Scottsdale.


“The PBH annual conference continues to get better and better each year, not only in terms of total attendees, but also through the topics of our educational sessions, the quality of our speakers, and through our retail attendees,” says Elizabeth Pivonka, President and CEO of PBH.


All presentations from the annual conference are located on the PBH Foundation website. 


PBH is pleased to recognize the following companies as sponsors of the 2016 annual conference, The Consumer Connection

Platinum – Campbell Soup Company, Stemilt Growers, Sunkist Growers, Sun-Maid Growers of California and Wonderful Citrus

Gold – Del Monte Fresh Produce and Monsanto Vegetable Seeds

Silver – California Cling Peach Board, Earthbound Farms, Giorgio Fresh Mushrooms, Green Giant Fresh/Robinson Fresh, Marie’s, and Nickelodeon™

Bronze – Chelan Fresh, Dole Packaged Foods, Eat Smart from Apio, S&W® Perfruta™ by Nice Fruit®, and StarKist

Benefactor – Black Gold Farms, CoBank, Duda Farm Fresh Foods, Leafy Greens Marketing Agreement, Melissa’s Produce, Naturipe Farms, Produce Marketing Association, Rainier Fruit Company, Ruiz Sales and Seneca Foods Corporation

Conference Enhancements – Del Monte Fresh Produce, Monterey Mushrooms, Nestle USA, Okanagan Specialty Fruits, Pear Bureau Northwest, Red Sun Farms, Sysco Corporation, and Zespri® Kiwifruit


New Officers & Executive Committee Members Approved by Trustees


During the meeting of the PBH Board of Trustees, the members approved the following as PBH Board of Trustees 2016-2017 officers:

  • Chairman of the Board: Scott Owens, The Wonderful Company
  • Vice Chairman of the Board: Dennis Christou, Del Monte Fresh Produce
  • Secretary/Treasurer:  Rich Paumen, Sun-Maid Growers of California
  • Immediate Past Chair: Howard Nager, Domex Superfresh Growers

The board also approved the other members of the 2016-2017 Executive Committee:

  • Marketing/Communications Committee Chair: Joan Wickham, Sunkist Growers
  • Donor Committee Chair: Matt Middleton, Ventura Foods
  • At-large Member: Dan Johnson, The Kroger Company
  • At-large Member: Bil Goldfield, Dole Food Company
  • At-large Member: Xander Shapiro, Del Monte Foods
  • At-large Member: Andrew Burchett, Monsanto Vegetable Seeds
  • At-large Member: Rich Dachman, Sysco/FreshPoint
  • At-large Member: Brett Libke, The Oppenheimer Group
  • At-large Member: Trish Zecca, Campbell Soup Company


2017 Annual Conference Dates & Location


PBH’s Annual Conference, The Consumer Connection, will be held April 5-7 at The Omni Scottsdale Resort & Spa at Montelucia.  Registration opens Monday, August 3, 2016.


Formula 5 Marketing Competition


The second year of the Formula 5 marketing competition was marked by increased growth and expansion of the competition, culminating in 6 finalists presenting their marketing proposals during PBH’s 2016 Annual Conference: The Consumer Connection.  The competition offers marketing majors, at accredited colleges and universities within the United States, the opportunity to influence fruit and vegetable marketing, sales, and consumption within America.


In 2015, the competition grew significantly in terms of total participants; 29 proposals from 7 universities across the country were received.  After an internal review, 6 proposals were selected to be presented during the 2016 Annual Conference in Scottsdale, Arizona.  A panel of 5 judges scored each presentation based on criteria such as: Business Proposition, Financials, Marketing Tactics, Measurements, and Viability of the Product/Marketing Proposal. 


The final winning order was announced during PBH’s annual awards luncheon.

  • 1st Place – Arizona State University, Rob’s Jalapeno’s
  • 2nd Place – Concordia University, St. Paul, Beet Booster
  • 3rd Place – California State University, Fresno, Fresh-Ta-Bowl
  • 4th Place – Concordia University, St. Paul, Go Bananas!
  • 5th Place – West Chester University, Go Animals!
  • 6th Place – Millersville University, Go Pineapple!


If interested in participating in the Formula 5 marketing competition for 2016, an email of intent to submit a completed submission must be sent to marketingcomp@PBHFoundation.orgby September 30, 2016.  Questions on the marketing competition can be directed to Kristen Stevens or 02.235.2329, x312.



Updated Mom Research Report Now Available


Since 2007, PBH has fielded an annual survey of moms with children under 10 years old to understand the various factors related to fruit and vegetable consumption.  The most recent report, Moms’ Attitudes and Beliefs Related to Fruit & Vegetable Consumption, 2007-2015, is now available for download on our Gumroad page.  To download the report for free, enter zero in the ‘Name a Fair Price’ box.


May Social Media Posts


Warmer weather and bright sunshine work perfectly with spring-time fruits and veggies! Help your fans celebrate National Asparagus, Strawberry, Salsa, and Salad month with our social media posts.


Thank You! New and Returning Donors


Donor Recognition: Your Support Matters!

PBH is pleased to recognize the following companies who have contributed their support of the Foundation from February 22, 2016 through April 27, 2016.  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 Board of Trustee Companies:

Okanagan Specialty Fruits
Zespri Kiwifruit


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

Ball Corporation
California Avocado Commission
Can Manufacturers Institute
Duda Farm Fresh Foods, Inc.
Giorgio Fresh Mushrooms
Grimmway Farms
Pacific Coast Producers
Silgan Containers
Sun-Maid Growers of California
The Morning Star Company
The Walt Disney Company


Donors Who Increased Their Annual Contribution:

Blanc Industries
California Strawberry Commission


Returning Donors:

Alsum Farms & Produce, Inc.
Associated Wholesale Grocers, Inc.
Basciani Foods
Blue Book Services, Inc.
Brookshire Brothers, Inc.
Bushwick Commission Company, Inc.
California Fresh Carrot Advisory Board
California Fresh Fruit Association
Coborn's, Inc.
Corey Brothers, Inc.
Crown Poly, Inc.
David J. Elliot & Sons
Fowler Bros. Inc.
Fresh Produce & Floral Council
Fruit Growers Marketing Association
Greene River Marketing, Inc.
Grupo Vegetables el Rey L.L.C.
Harris Teeter, LLC
Homeland Stores
The Horton Fruit Company, Inc.
Idaho Potato Commission
John B. Martin & Sons Farms, Inc.
John Vena, Inc.
King Kullen Grocery Co., Inc.
K-VA-T Food Stores, Inc.
Manfredi Cold Storage
Market Fresh Produce, L.L.C.
Mars Super Markets, Inc.
Meijer, Inc.
Michigan Celery Promotion Cooperative, Inc.
Mushroom Council
National Watermelon Promotion Board
Oneonta Starr Ranch Growers
Red Gold, Inc.
Rocky Produce, Inc.
San Joaquin Tomato Growers, Inc.
Save Mart Supermarkets
Sbrocco International, Inc.
Sinclair Systems International, L.L.C.
Sunsweet Growers, Inc.
Times Super Markets
U.S. Highbush Blueberry Council
Village Farms
Washington State Potato Commission
Wawona Frozen Foods, Inc.
Wholesale Produce Supply Company, Inc.



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