The Produce for Better Health Foundation has approved Matt Middleton, vice president of retail sales for Brea, Calif.-based Ventura Foods, as its new chairman of the board.
“Matt Middleton has served as a trusted advisor on the executive committee since my start at PBH in 2017, and I am thrilled to have his leadership as chairman of the board,” Wendy Reinhardt Kapsak, president and CEO of PBH, said in a news release. “His dedication over the years has been invaluable. Matt is driven to grow PBH and the Have A Plant movement, while also advancing the industry’s collective commitment to overall fruit and vegetable consumption in America.”
During the recent meeting of the PBH board of trustees, the organization also reviewed its strategic plan for 2020-2022 and its business plan for 2021. The four pillars of the strategic plan are delivering consumer and behavioral expertise; engaging consumers and influencers; convening thought leadership; and operating with excellence.
In the area of consumer and behavioral expertise, PBH plans to continue its work of “translating research into compelling content that delivers actionable insights to various stakeholders,” according to the release. PBH’s upcoming State of the Plate: America’s Fruit and Vegetable Consumption Trends Report, releasing later this month, is one example.
Regarding consumer and influencer and engagement, PBH plans to tap into “millennials’ and Gen Zs’ inherent desire to be advocates and mobilize them” to spread the organization’s Have a Plant messaging, according to the release. The PBH influencer network, National Fruits & Veggies Month and a comprehensive public relations and media relations plan will all contribute to PBH’s efforts to reach a wide range of consumers.
In the area of thought leadership, PBH plans to leverage its partnerships and network to develop strategies to encourage more fruit and vegetable consumption, including through the formation of a “multi-sector Consumption Coalition” and with a new event, the National Fruit and Vegetable Consumption Summit, in the fall of 2022, per the release.
“PBH’s strategic plan is big and aggressive, and it is exactly what is needed to break through to consumers and inspire behavior change,” Middleton said in the release. “PBH is also providing the industry with valuable platforms to help Americans choose fruits and vegetables first. I strongly encourage the industry to get on board with supporting PBH and the Have A Plant movement. The time is now to come together with one purpose and one collective voice.”
Along with Middleton, the PBH executive committee for 2021 includes:
- Bil Goldfield, Dole Food Co., immediate past chairman
- CarrieAnn Arias, Naturipe Farms, vice chairman of the board
- Desiree Olivero, Wakefern Food Corp., secretary and treasurer
- Kimberely Challoner, Seneca Foods Corp.
- Brittni Furrow, Ahold USA
- Fernando Herrera, Sun-Maid Growers of California
- Leona Neill, Red Sun Farms
- Jason Osborn, The Wonderful Co.
- Jeff Scramlin, HZPC
- Brianna Shales, Stemilt Growers
- Milton Stokes, Bayer
- Nichole Towell, Duda Farm Fresh Foods
