PBH cites gains in social media in annual report

02/06/2014 05:50:00 PM
Tom Karst

Produce for Better Health FoundationLed by big gains in social media, the Produce for Better Health Foundation reported 2013 results that in most cases exceeded its goals.

According to the Hockessin, Del.-based non-profit organization, it generated 12.1 billion media impressions in 2013 through print and electronic public relations and communications efforts, 21% higher than in 2012. The group’s Twitter followers increased nearly 50%, Facebook “likes” doubled, and Pinterest followers tripled, according to the release.

“Our solid numbers speak volume to our efforts to educate consumers, capture the attention and respect of influencers, and encourage others to do work important to our mission,” Elizabeth Pivonka, president and chief executive officer of PBH, said in the release. “As evidenced by the strong online and social media numbers, the Fruit & Veggies — More Matters logo and brand are resonating with consumers and that would not be possible without the collective efforts of our board of trustees, donors, supporters and PBH staff.”

PBH exceeded their 2013 goal of 50 PBH Role Model organizations, netting 61 for the year, Pivonka said Feb. 6.

 Highlights of 2013 include:

 

  • Monthly average visits to FruitsAndVeggiesMoreMatters.org ended below-goal due to preparation for the new site launch in August, but visits in the fourth quarter trended 22% above year-ago levels;
  • A survey found 79% of moms reported they intend to serve more fruits and vegetables to their family in 2013, up from 69% in 2007;
  • PBH added a brand affinity score for the More Matters brand in the survey of moms and 78% of moms view the message as a reminder to eat more fruits and vegetables;
  • 41% of moms surveyed were extremely or very motivated by the Fruits & Veggies — More Matters message in 2013, up from 24% in 2007.
  • The brand awareness of Fruits & Veggies - More Matters is 26% in the 2013 mom survey, up from 22% in 2012;
  • Sixty industry members (12 retailers; 48 non-retail) achieved PBH Role Model status, and another 43 were Champions (12 retailers; 31 non-retail;
  • PBH conducted five web seminars, averaging 226 participants; and
  • The first issue of the Fruit & Veggie Connection magazine for health professionals debuted in the third quarter.



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