The Produce for Better Health Foundation is embarking on a "year of transformation." ( File photo )

The Produce for Better Health Foundation is embarking on a year of refresh.

The organization announced a new marketing agency partner, Padilla and its FoodMinds division, which it will begin strategy discussions with its board at PBH’s annual meeting April 3-6 in Scottsdale, Ariz.

“I’d anticipate that a year from now, PBH will look, feel and behave differently,” said PBH president and CEO Wendy Reinhardt Kapsak, March 27.

“The industry will see a refresh of our brand and broader industry outreach,” she said. “What PBH is capable of is likely different than what we thought of when it was initiated.”

Wendy Reinhardt Kapsak

Kapsak joined PBH last February, succeeding long-time CEO Elizabeth Pivonka.

She said 2017 was a year of transition and reflection.

“2018 is a year of transformation, re-imagining what PBH can be, and then 2019 will see what the industry can be and can we double the consumption of fruits and vegetables,” she said, of PBH’s goal to get produce consumption up to recommended nutritional levels.

Kapsak said PBH sought proposals from a handful of agencies, but FoodMinds clearly stood out to the foundation’s board.
“They understand the broader food landscape beyond produce,” Kapsak said.

FoodMinds has worked with the Hass Avocado Board and U.S. Highbush Blueberry Council in the produce industry and many other clients in the food industry.

FoodMinds work with PBH includes brand positioning, stakeholder and consumer research, digital strategy and activation, industry outreach and consumer influencer engagement, according to a PBH news release.

“More than ever, people are interested in how their food decisions contribute to an overall active and healthful lifestyle. Yet, we know there are barriers affecting Americans’ produce consumption,” said Dennis Christou, PBH board of trustees chairman and vice president of marketing for Del Monte Fresh Produce N.A. Inc., in the release.

“It’s time to transform how the industry and critical lifestyle influencers work together to give consumers new reasons to enjoy more fruit and vegetables.”

“There is no doubt that fruits and vegetables, in all forms, support healthy lifestyles. But most people still only eat about half the recommended daily produce for better health,” said Susan Pitman, Padilla executive vice president and FoodMinds founder, in the release. “We are incredibly honored to support the PBH team to evolve its vision for the future and build on its success to take the organization to the next level. The Padilla and FoodMinds team is energized and ready to work with PBH on its important initiatives.”

The agency’s work with PBH will be served by Padilla and FoodMinds’ Chicago, Minneapolis, New York, Richmond, Va., San Francisco and Washington, D.C., offices.