The Produce for Better Health Foundation capped the National Fruits & Veggies Month in September with its first-ever virtual influencer event.
The Sept. 29-30 event event included more than 50 leaders in retail, foodservice and social media influencers, according to a news release.
“We surveyed our members and our vast influencer network and knew that we had to do something more than just a Zoom call or webinar,”
Sharese Roper, member engagement director of PBH, said in a news release. The PBH Have A Plant Nation Virtual Influencer Event was a “new and innovative pilot approach” to bring together produce leader with influencers in place of PBH’s traditional in-person events, Roper said in the release.
“In true PBH fashion, our diverse and highly-engaging event agenda exceeded expectations,” Wendy Reinhardt Kapsak, president and CEO of PBH, said in the release. “Our interactive sessions and experiential tasting experiences, balanced with crucial conversations on food safety and the state of consumers’ consumption habits provided unique opportunities to learn from one another’s experiences and perspectives – ultimately inspiring action among attendees.”
The PBH event’s closing session, titled Lead The Change from Seed to Plate: Produce Industry Leader Insights and Inspiration, featured industry leaders who shared their thoughts on how influencers can make a difference in closing the consumption gap and changing behavior.
Reinhardt Kapsak led the discussion, which included panelists from Frieda’s, Robinson Fresh, HZPC, Taylor Farms Retail, Dole Packaged Foods, Sun-Maid Growers of California and Dole Food Co.
“Don’t be afraid to be outrageous,” Karen Caplan, president and CEO of Frieda’s, Inc., said during the session.
Another panelist said consumers are receptive to the PBH message.
“Just imagine,” Bil Goldfield, director of corporate communications for Dole Food Company and PBH chairman of the board, said in the release. “Imagine a world where everyone is eating more fruits and vegetables. The time is now – this is our moment – where we can truly make a difference and help increase consumption. But we can only do it together.”
Attendees had virtual chats throughout the event and also promoted and amplified the message on social media channels, according to the release.
“The online engagement was the best I’ve seen from something virtual,” Todd Fisher, Duda Culinary ambassador, Duda Farm Fresh Foods, said in the release.
Sanna Delmonico, associate professor of The Culinary Institute of America at Greystone said in the release that the virtual event was fun as energizing.
“I am cooking my way through all these delicious fruits and vegetables and will continue to post about it,” Delmonico said in the release.
“Hearing stories about produce varieties, growing, processing, food safety, and more is so compelling, and you all put them together seamlessly. Well done!”
The release said the PBH team led attendees in a celebratory sendoff toast to close out National Fruits & Veggies Month at the Party for Produce during PBH’s Have A Plant® Nation Virtual Influencer Event.
“PBH would like to thank our powerful sponsors for making this momentous event possible,” Roper said in the release. “At a time when Americans simply are not eating enough fruits and vegetables, these trailblazers are taking a leap for their business to evolve their marketing programs and meet the demands of a new virtual world. We can’t wait to see the engagement and refreshed approaches resulting from this event.”
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