Produce for Better Health Foundation

The show outside the show (must go on)

Tue, 15 Nov 2022 07:25:49 GMT

Something influential is happening alongside the Global Produce & Floral Show in late October. OK, it’s at the Rosen Plaza Hotel, a mere 5-minute walk from the big International Fresh Produce Association show at Hyatt Regency Orlando.

It’s the 2022 Retail & Foodservice Immersion Event , hosted by Produce For Better Health Foundation, which will draw about 25 influencers.

Just in case you aren’t aware, or you could benefit from a refresher, let’s explain: Influencers are those people who have thousands, sometimes millions, of followers on social media, like TikTok or Instagram, and companies pay them to transparently endorse products because their followers trust and act on their posts more than they do for traditional advertisements.

But for the PBH event, we’re not talking just any influencers. These are retail dietitians, foodservice leaders and culinarians.

These attendees are the ones “inspiring consumer cravings and influencing consumption behaviors at the point-of-sale (retail) and the point-of-flavor (foodservice),” according to PBH. The idea is to immerse them into the world of produce so they can better influence consumers.

And this event is not a result of the recently announced merger of PBH Foundation and IFPA’s Foundation for Fresh Produce , said Katie Calligaro, PBH marketing and communications director. It’s been going on for more than 10 years. Earlier on though, PBH hosted retail dietitians at an event alongside the Produce Marketing Association’s Fresh Summit, often called PMA.

While the bulk of the IFPA show is Oct. 27-29, this PBH show is a separate event that begins Oct. 26.

“We have education sessions and a special welcome reception that evening,” Calligaro said. “From there, we integrate the attendees with IFPA’s agenda, taking the 25 influencers to the Global Show sessions and keynotes, as well as immerse them on the trade show floor on Friday and Saturday, including scheduled booth visits with special PBH event sponsors.”

The Oct. 26 portion of the event is 2-8:30 p.m. and includes sessions such as:

The Business of Boosting Fruit & Vegetable Consumption;
Turning Research into Action at the Point-of-Purchase;
Turning Walnut Hacks into Habits at Home, in Store, and in Foodservice;
A Joyfully Grown Apple Pairing Experience; and
The Have A Plant Party for Produce.

Meanwhile, the hosting organizations of these two shows are transitioning their nonprofit foundations to become one entity with one, larger, board of directors.

The goals of the PBH Foundation and the IFPA Foundation are so in sync, that it makes sense to join forces to scale the reach and impact, PBH leaders say.

“It is with great excitement that beginning January 1, 2023, we will combine our resources to elevate consumption of fruits and vegetables to a national — and perhaps global — priority,” Calligaro said. “However, this does not impact current or future PBH events.”

To learn more: PBH created a Frequently Asked Questions page about the merger.

Shout it this September: Every time you eat, have a plant

Tue, 29 Aug 2023 22:17:21 GMT

What if everybody made sure every single meal they ate each day contained a bright color — naturally?

Without artificial dyes, that would mean every meal included a fruit or vegetable.

That’s the idea behind the 2023 theme, “Every Time You Eat, Have A Plant,” for the fifth annual National Fruits and Veggies Month celebrated in September by The Foundation For Fresh Produce, according to a news release.

The Foundation for Fresh Produce merged with the Produce For Better Health Foundation, or PBH, in January 2023, continuing the Have A Plant movement. The foundation focuses on improving the appeal of fruit and vegetables as a key part of people’s diets, supporting the development of infrastructure and supply chain solutions that provide easier access, and establishing strategic alliances that enable people of all ages to form healthier eating habits.

Launched alongside the Have A Plant movement in 2019 as an opportunity to elevate fruit and vegetable consumption to a national priority, the annual monthlong observance has reached more than 260 million impressions collectively since its inception, according to the foundation.

“Backed by our army of Have A Plant ambassadors who provide us content in-kind through their amazing work, this year is sure to reach consumers in a powerful way,” Have A Plant Marketing and Communications Director Katie Calligaro said in the release. “We encourage everyone to leverage our events on social and traditional media to promote your own products and brands …”

These are ways produce companies and retailers can celebrate throughout the month to sell more produce and increase the chance that people will eat it and be healthier:

Have A Plant Cook Alongs on Facebook Live: Join and engage with 1 million followers on Facebook. The first event is 5 p.m. Eastern Standard Time on Aug. 31: National Fruits & Veggies Month Kickoff Celebration: #ThirstyThursday With Nicole Rodriguez ; the second event is 4 p.m. EST on Sept. 13: Have A Plant Cook Along: Family Fiesta With Meghan Sedivy
Weekly Instagram Series : Follow the Every Time You Eat, Have A Plant social media campaign featuring various Have A Plant ambassadors every Friday in September
Weekly TV segments on AZTV with Have A Plant ambassador Kristen Carli: On Sept. 5, it’s Every Time You Pack, Have A Plant, sponsored by SunBelle; on Sept. 11, it’s Every Time You Order, Have A Plant, sponsored by BakoSweet; on Sept. 18, it’s Every Time You Eat, Have A Plant, sponsored by POM Wonderful; and on Sept. 25, it’s Every Time You Prep, Have A Plant, sponsored by Envy Apples.
2 p.m. EST on Sept. 26: Register for the health and wellness webinar, sponsored by U.S. Highbush Blueberry Council, called Exploring the Power of Flavonoids: The Latest Research, Health Benefits and Practical Applications .
For other ways to get involved, visit The National Fruits & Veggies Month Toolkit, available free for download , for inspiration on your social channels, activations in retail or ways to implement fun menu ideas in foodservice. Companies can post weekly on their social channels, showing extra love for National Fruit and Veggie Month. Find sample social media posts, as well as downloadable graphics, on the “Point Of Inspiration” page in this toolkit. Use the hashtags #haveaplant and #NFVM2023.
Highlight the monthlong celebration in a consumer-facing newsletter with one of the images from the “Point Of Inspiration” section as an ad or promotion graphic. Link it to fruitsandveggies.org/NFVM .
Drive awareness about National Fruit and Veggie Month on personal or company LinkedIn pages to increase awareness and show a personal commitment to improving fruit and vegetable consumption in America.
Leverage this monthlong promotion as a media hook for consumer-facing print or broadcast media opportunities.
Share stories from farmers and growers that demonstrate the journey and care that goes into growing them. For example: “A day in the life of an onion.” Share how produce gets from the field to the table. The emotional connection and the eagerness to learn about where food comes from continues to inspire purchase behaviors.
Educate consumers with fun facts and quick stats on how to best select, store, savor and share your favorite produce. Get tips from the Fruits & Veggies section on fruitsandveggies.org .
Stay inspired and share creative tips, tricks and all-around impressive food hacks and stories by following along on Have A Plant social media channels: Facebook , Twitter , Instagram and LinkedIn .

For more information on how to customize your integrated marketing plans with the foundation now and beyond September, contact Sharese Roper , director of industry and partner engagement for Have A Plant programs.

Related: Your retailer, supplier social media toolkit is available for September

PBH annual report reviews first year for Have a Plant brand

Fri, 13 Nov 2020 06:34:14 GMT

It’s been one year since the Produce for Better Health Foundation launched its Have a Plant brand, and now PBH and its influencer network reach more than 1.5 million consumers a day.

PBH has more than a million followers on Facebook and has seen growth on other social media platforms as well, according to its just-released 2019 annual report . The organization’s revamped website has also seen more engagement, with more than a million page views between April and December, a 114% increase in site users, and a 111% increase in page views.

“No other organization is connecting with consumers like PBH is right now,” Bil Goldfield, director of corporate communications for Dole and board chairman for PBH, said in the release. “It’s been remarkable to experience this transformation over the past year, and I very much look forward to what is ahead for us. If we want to impact fruit and vegetable consumption, we must work together, and I believe PBH is perfectly positioned to lead the effort after such an extraordinary year.”

One of the changes PBH made was pivoting from a prescriptive approach in its consumer communications to one that focuses instead on the instant gratification of feeling good while eating fruits and vegetables. PBH aims to encourage consumers to recognize that emotional response to tap into a “want to eat” approach to produce rather than a “should eat” approach.

The organization’s annual report details the behavioral science behind that approach, along with more details on PBH’s reach, not only through social media but among consumer-facing industry members like retail dietitians. Along with connecting online, PBH also hosted event content for those stakeholders and others throughout the year.

“PBH experienced transformative growth in 2019, not only in terms of how PBH serves our members, but also in the way we communicate and engage with consumers about fruits and vegetables,” Wendy Reinhardt Kapsak, CEO and president of PBH, said in the release. “No transformation occurs in a vacuum; internal restructuring, combined with outward-facing strategic efforts, have served to cement PBH’s status as an important industry asset, consumer-facing influencer and convening thought leader. This is a testament to our members and their faith in, and support of, PBH, a credible, third-party organization with unique value as a trusted source for fruit- and veggie-loving consumers and influencers alike.”

Have a Plant succeeds PBH’s Fruits & Veggies

Have a Plant is a necessary bold move by PBH

PBH outlines National Fruits & Veggies Month plans

Tue, 15 Nov 2022 07:36:12 GMT

Have A Plant Nation is the theme of September’s Produce for Better Health Foundation ’s second annual National Fruits & Veggies Month campaign.

“National Fruits & Veggies Month is all about shining a spotlight on fruits and vegetables through innovative and engaging digital and social activities, and showing how they can play a starring role in nutritious, delicious and balanced meals and snacks,” Wendy Reinhardt Kapsak, president and CEO, said in a news release. “This year, PBH’s dynamic new campaign, Have A Plant Nation, is rallying all Americans to enjoy more plant-packed meals — in every color, shape and form — and recognizing the power of plants to support health; boost mood; and foster connection.”

The campaign highlights four themes, according to the release:

Connect over fruit and vegetable-filled family meals: With a partnership with the FMI Foundation’s Family Meals Movement, PBH will help show how families can connect through mealtime;
Celebrate plants in every color, shape and form. encouraging consumers to explore different fruits and vegetables;
Improve Public Health with Fruits & Veggies, encouraging consumption of canned, dried, fresh, frozen or 100% juice;
Better Together: Produce suppliers, foodservice establishments, retailers, health professionals, chefs and bloggers are celebrating ways to combine fruits and vegetables with other nutritious foods.

Beginning Aug. 31, the campaign will be promoted on Facebook, Instagram, Twitter and LinkedIn channels for PBH, and on www.fruitsandveggies.org.

PBH will use its network of more than 20 influencers — the Fruit and Vegetable Ambassadors in Action — to promote the campaign with social media takeovers, videos, infographics and other resources on their platforms and on PBH’s social channels.

There are several ways to participate:

Through social media, challenge family, friends, colleagues and your community to get involved with the hashtags, #haveaplant, #NFVM2020 and #haveaplantpledge;
Participate in PBH’s Have A Plant Tweet Chat with Fruit and Vegetable Ambassador in Action Beau Coffron at 3 p.m. Sept. 1 Eastern on Twitter @fruits_veggies;
Take the Have A Plant Pledge: Commit to adding one more fruit or vegetable to your routine every day throughout NFVM. Take the Have A Plant Pledge and download the graphic to share on your social media channels using #haveaplantpledge; and
Rock the Swag: Shop for Have A Plant gear .

The promotion ends with PBH’s Have A Plant Nation Virtual Influencer Event.

“Reaching consumers is PBH’s forte and activating influencers is our sweet spot,” Katie Toulouse, marketing and communications director, said in the release. “This unique and exclusive virtual experience will spark inspiration through actionable education, intimate networking, plant-forward tasting experiences as well as broad-spectrum digital and social media amplification.”

The National Fruits and Veggies Month virtual toolkit is available at www.fruitsandveggies.org/nfvm-toolkit.

For more information on PBH and its social content campaigns, e-mail ktoulouse@pbhfoundation.org.

PBH, FMI to promote produce, family meals

PBH introduces tool kit for September campaign

FLM Harvest helps PBH spread consumption research

Fri, 13 Nov 2020 06:44:49 GMT

The Produce for Better Health Foundation has been chosen as the recipient of FLM Harvest’s 2020 Seed to Succeed pro bono program.

FLM Harvest is offering up to $75,000 in services to promote PBH’s State of the Plate fruit and vegetable consumption research, according to a news release.

PBH conducts the research on consumption with the NPD group. FLM Harvest will help PBH develop a launch and communications strategy for the research, according to the release.

“We are delighted to represent PBH because we believe in the mission of eating more fruits and vegetables, and we are honored to help bring ‘State of the Plate’ results to the produce industry and general public at large at a time when it has never been more critical for families to have access to healthy foods,” Laurie Fleck, president and CEO of FLM Harvest, said in the release.

FLM Harvest has provided support to food and agriculture nonprofits through the Seed to Succeed program, which it started in 2009.

“When we launched the Have A Plant movement last year, we knew that to increase fruit and vegetable consumption and help consumers make long-term, sustained behavior changes, it would take time and incredible partners, and we’re thankful FLM Harvest has chosen to go on this journey with us,” Wendy Reinhardt Kapsak, PBH CEO, said in the release.

Related stories:

PBH promotes fruit and vegetables in a time of consumer fears

FLM Harvest seeks applicants for non-profit grant

Cristie Mather joins FLM Harvest

PBH hosts Have a Plant Nation virtual event

Fri, 23 Sep 2022 18:06:15 GMT

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.”

The Packer’s PBH Coverage

FLM Harvest helps PBH spread consumption research

Dole Food’s Goldfield assumes chair of PBH

Fri, 13 Nov 2020 06:20:48 GMT

Bil Goldfield of Dole Food Company is the new chairman of the board for the Produce for Better Health Foundation.

PBH’s announced Goldfield’s ascent to the chairman post in a news release that said a vote by the PBH Board of Trustees on April 23 confirmed the leadership transition, which became effective on Nov. 22.

“As a member and supporter of PBH for many years, I’m honored to step up and serve as PBH’s chairman of the board during this very exciting time—not only for PBH but the produce industry overall,” Goldfield, PBH board chairman and director and director of corporate communications for the Dole Food Company, said in the release.

“As leaders within the industry, it is critical that we come together to support the Have A Plant consumer movement, which is not only rooted in behavioral science but also provides us with a platform to make fruits and veggies the first thing people reach for and think about when they think about a plant-based diet,” Goldfield said in the release. “As we embark on the next phase of PBH’s transformation to convening thought leader and change agent, we must work together to make fruit and vegetable consumption a national priority. I personally invite you to get engaged in PBH—the only association 100% focused, every day, on making increased fruit and vegetable consumption a reality.”

2020 PBH officers and at-large executive committee members are:
PBH Officers:

Chairman of the Board of Trustees, Bil Goldfield, Dole Food Company;
Vice Chairman of the Board of Trustees, Matt Middleton, Ventura Foods;
Secretary/Treasurer, CarrieAnn Arias, Naturipe Farms, LLC; and
Serving Past Chair, Roger Pepperl, Stemilt Growers LLC.

PBH’s at-large executive committee members:

Andrew Burchett, Bayer Crop Science;
Kimberely Challoner, Seneca Foods Corporation;
Brittni Furrow, Ahold;
Rebecca Gautrey, Del Monte Fresh;
Desiree Olivero, Wakefern Corporation;
Jason Osborn, The Wonderful Company;
Garland Perkins, The Oppenheimer Group;
Teri Rose, The Kroger Company; and
Nichole Towell, Duda Farm Fresh Foods.

PBH’s executive committee works in partnership with the broader PBH Board of Trustees to develop and direct PBH programming and services, according to the release. That includes the State of the Plate Research Report: Fruit and Vegetable Consumption in America and other PBH strategies to drive greater fruit and vegetable consumption.

“The PBH Board of Trustees, including the PBH Executive Committee, are highly engaged; critical in advancing PBH’s mission to increase consumption of fruits and vegetables; and serve as
our biggest advocates for the PBH Have A Plant Movement,” Wendy Reinhardt Kapsak, PBH president and CEO, said in the release. “PBH is an inclusive, member- and consumer-driven charitable organization. Bil Goldfield’s expertise will be an asset to help us position fruits and vegetables at the center of the plate, and at the forefront of the plant-based dialogue in 2020. He will be a fabulous Chairman; we are thrilled to have his leadership at PBH.”

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Produce for Better Health Foundation speeds Lead The Change Movement

Fri, 13 Nov 2020 06:36:08 GMT

Seeking to create powerful new communication channels for a unified message to boost fruit and vegetable consumption, the Produce for Better Health Foundation is accelerating its multi-year, cross-sector Lead The Change Movement.

The non-profit’s vision for the future, first introduced to its board of trustees in January 2020, seeks to unify produce industry stakeholders and food system thought leaders to increase fruit and vegetable consumption, according to a news release.

“We feel that we’re in a great position, as a 501(c)3 nonprofit to lead this movement, which is really about connecting our industry to food systems thought leaders to affect change when it comes to consumption,” said Wendy Reinhardt Kapsak, president and CEO of PBH. “I think now is the time to coalesce around consumption and to really look not just within the fruit and vegetable industry, but also outside of the industry and bring more people to our cause.”

With nine out of ten Americans not eating enough fruits and vegetables each day, PBH said a significant consumption crisis grips the health, culture and economy in the U.S.

The movement seeks, according to a news release, to develop innovative, behavior-based solutions that help people enjoy more fruits and vegetables for happier, healthier lives.

PBH was urged by its members to create a strategic framework for Lead The Change that bases the call-to-action in research and the strengths of the fruit and vegetable industry.

The Lead The Change Movement is designed to maximize the power of PBH’s unique thought leadership, widespread influencer network, credible scientific and consumer research, and its members and partners, she said.

PBH has commissioned comprehensive behavioral research to better understand challenges that have contributed to the fruit and vegetable consumption intention-action gap, according to the release.

That research shows that, while people know fruits and vegetables support better health, there is a significant need to inspire and change behaviors by tapping into how people feel about eating fruits and vegetables to effectively influence what they do.

The “Know-Feel-Do” behavioral framework now serves as the basis for all of PBH’s programs and communications, according to the release.

“PBH is perfectly positioned to convene the multiple stakeholders necessary to take action toward truly shifting the way people feel and pursue their health and happiness through eating more fruits and vegetables,” Bil Goldfield, director of corporate communications for Dole Food Company and PBH chairman of the board, said in the release. “Only then, will we be able to identify best practices and new opportunities that effectively improve fruit and vegetable consumption behaviors in a lasting and meaningful way.”

Lead The Change includes research, communications, and thought leadership platforms, including:

One Purpose: PBH’s State of the Plate Research on America’s Consumption of Fruits and Vegetables, in addition to custom consumer behavioral studies, identifies and elevates new fruit and vegetable consumption behaviors as a national priority;
One Voice: PBH has begun convening a multi-sector coalition of influential stakeholders, thought leaders and academic experts as an innovation incubator-type forum to identify ideas and inspire solutions as well as activate the Know-Feel-Do behavioral framework to help consumers act on fruit and vegetable consumption intentions. The release said PBH will continue to leverage its Have A Plant Movement, its extensive digital ecosystem and Fruit and Vegetable Ambassadors in Action to help consumers put these behaviors into action; and
One Call-to-Action: PBH, in partnership with coalition members, will convene multi-sector food system thought leaders at the first-ever national consumption summit, to magnify the fruit and vegetable consumption crisis; build sector-based solutions; and generate a unified call-to-action for lasting behavior change. The summit will take place in 2022, to showcase research insights and coalition member efforts.

The campaign has a lot of promise, said Roger Pepperl, marketing director, Stemilt Growers LLC and serving PBH past chairman.

“We’ve all know we’ve got to get more consumption,” he said. “And what I like is the ability for (Lead the Change) not only to reach the consumer, but also to collaborate with us and other people in the industry in leading that charge,” he said. “There is so much to (gain) for your company.”

Pepperl urged more industry leaders to join PBH’s efforts and “lead change together.”

Reinhardt Kapsak said PBH and the Lead The Change Movement allows companies to build business now and also work for future consumption growth.

“Lead The Change is an opportunity to make sure that we are positioning every single sector within this industry and outside of it for success when it comes to improving fruit and vegetable behaviors among American consumers,” she said. “That is a very important evolution, I believe, for the industry to exert its ingenuity, its innovation and leadership for the public good.”

PBH has already raised close to one-quarter of a million dollars for research alone as part of the multi-million-dollar initiative. The release said that industry leaders that have made commitments to the Lead The Change Movement thus far include:

American Beverage Association;
Bayer;
California Avocado Commission;
California Walnut Board and Commission;
Chelan Fresh;
Del Monte Fresh Produce N.A., Inc.;
Dole Food Company, Inc.;
Duda Farm Fresh Foods, Inc.;
Florida Fruit and Vegetable Association;
Juice Products Association;
Kellogg Company;
Naturipe Farms,;
Produce Marketing Association;
Seneca Foods Corporation;
Stemilt Growers, LLC;
Sunkist Growers, Inc.;
Sun-Maid Growers of California;
United Fresh Produce Association;
Ventura Foods/Marie’s; and
The Wonderful Company.

Registration for a June 4 web seminar on PBH activities is available online .

The Packer’s PBH Coverage

PBH launches campaign recognizing growers as “roots of our food”

PBH to launch campaign recognizing growers as ‘roots of our food’

Tue, 15 Nov 2022 07:37:48 GMT

The Produce for Better Health Foundation plans to debut in mid-June a campaign called Celebrate The Roots Of Our Food: Farmers & Growers Salute.

PBH and its influencer network will call attention to the work of farmers and growers through new recipes, meal planning resources, social media takeovers, original video content and more across platforms including Facebook, Instagram, LinkedIn and Twitter, according to a news release.

“At PBH, we are committed to honoring the incredible farmers and growers who truly work around the clock to ensure Americans can enjoy delicious and nutritious fruits and vegetables, in these historically unsure times and always,” PBH president and CEO Wendy Reinhardt Kapsak said in the release. “With PBH’s unique consumer and influencer following, we are well-positioned to honor their extraordinary efforts by shining the spotlight on their stories to bring fruits and vegetables to our tables.”

PBH is also inviting fruit and vegetable industry members to share their own stories to be included in the campaign. Companies can submit written stories, photos or short videos to marketing and communications director Katie Toulouse at ktoulouse@pbhfoundation.org by June 5.

The content doesn’t need to be public-relations-perfect; it just needs to introduce consumers to the dedicated people responsible for the fruits and vegetables that show up reliably in grocery, restaurants, schools and elsewhere each day.

The campaign Celebrate The Roots Of Our Food: Farmers & Growers Salute follows an April campaign by PBH called Food Rooted In A Better Mood.

National Fruits & Veggies Month begins

Tue, 15 Nov 2022 07:36:06 GMT

The Packer’s Tom Karst visited Aug. 31 with Wendy Reinhardt Kapsak, president and CEO of the Produce Better Health Foundation , about National Fruits & Veggies Month activities in September.

One of the first activities will be PBH’s Have A Plant Tweet Chat with Fruit and Vegetable Ambassador in Action Beau Coffron at 3 p.m. Sept. 1 Eastern on Twitter @fruits_veggies/.

“To kick off National Fruits & Veggies month, we are going to be talking family meals, back-to-school, and getting everybody to think about fruits and veggies first, and how to really increase people’s consumption as we get started with the new (school) year,” Reinhardt Kapsak.

The month-long promotion ends with PBH’s Have A Plant Nation Virtual Influencer Event. PBH’s Have A Plant Nation Virtual Influencer Event, set or Sept. 29-30, will offer education and solutions to activate across point of sale (retail), point of service (foodservice) and point of inspiration (online).

“The goal is to create a intimate gathering with meaningful connection,” she said. “We are looking at elevating the (return on investment) game on an event like this one, and we are certainly incentivizing our VIPs from retail, foodservice and the online digital space to be a part of this.”

During the two-day event, attendees will engage in education sessions, virtual tasting experiences, and small group virtual visits – a Zoom-inspired two-way, video-to-video session for individual sponsors to meet exclusively with 10 to 12 influencers at once, according to a news release. In addition, attendees will be the first to hear select topline results from PBH’s 2020 State of The Plate: Fruit and Vegetable Consumption in America research, according to a news release.

Retail confirmed attendees at the event, according to the release, include Kroger Co., Hy-Vee, Wegmans, Giant Food, Albertsons and about a dozen more retailers. On the foodservice side, confirmed participants include Subway, Sysco, Datassential, Brinker International and four more firms, according to the release.

The Packer’s PBH outlines National Fruits & Veggies Month plans

The Packer’s PBH Coverage

Have a Plant succeeds PBH's Fruits & Veggies — More Matters

Tue, 15 Nov 2022 07:41:20 GMT

SCOTTSDALE, Ariz. — Have a Plant will succeed Fruits & Veggies — More Matters as the new consumer marketing message from the Produce for Better Health Foundation to promote fruit and vegetable consumption.

PBH unveiled the new campaign and associated website April 23 at its 2019 Consumer Connection Conference.

Fruits & Veggies — More Matters succeeded the 5-a-Day for Better Health campaign in 2007. The 5-a-Day program began in 1991, when PBH was founded as a national organization.

The newest approach represents an end to “prescriptive recommendations” to eat a certain amount of fruits and vegetables each day, instead motivating consumers with actionable and realistic steps to connect eating fruits and vegetables with feeling happier and healthier, according to a news release.

PBH began consumer research about a year ago to better understand what is holding consumers back from eating more fruits and vegetables, said Wendy Reinhardt Kapsak, president and CEO.

“There was a significant amount of scientific research, consumer insights and industry engagement throughout the process,” she said.

PBH looked at more than 100 behavioral research studies related to fruits and vegetables to see what specific approaches would inspire action. That approach was overlaid with consumer insights, including analysis of than a million consumer social media conversations on fruits and vegetables.

After that, researchers tested several message options with more than more than 300 consumers, specifically in the millennial and Gen Z age groups, to determine which campaign approach and tagline would have the most effect.

“So we know that more and more consumers, regardless of whether they’re a millennial, or Gen Z — although that subset is very interested in the plant-forward movement — are looking to add plant-based products to their diets,” Reinhardt Kapsak said.

Have a Plant is designed to appeal to consumers’ emotional food drivers and bring home the message that fruits and vegetables are plants.

“We wanted to capitalize on that (plant-based) trend, yet also remind consumers that fruits and vegetables should be the center of that movement, and essentially put a stake in the ground for the industry on that,” she said.

Reinhardt Kapsak said the Have a Plant message and movement will debut in digital and social media because that’s where millennial and Gen Z consumers are inspired to purchase and consume fruits and vegetables.

PBH will roll out the campaign throughout the year, including on-pack labeling in the industry.

“We’ve already had interest from specific retailers as well as our members in putting the new call to action on package,” she said.

PBH’s message is aligned with the Dietary Guidelines for Americans, which endorses a plant-based dietary pattern for better health.

“The Have a Plant movement is by PBH members for the broader produce industry,” Reinhardt Kapsak said.
PBH will begin a broader stakeholder engagement plan in the coming months that will include government agencies and others interested in promoting fruits and vegetables.

Reinhardt Kapsak said she is proud to lead PBH in this time of transformation, a year after the process began with the full PBH board.

“I couldn’t be more proud of the industry and their collaboration on this,” she said. “My hope is that the broader industry realizes that this is a moment in time for them, unlike any other, where they have the opportunity to truly be a game changer and change the consumption score.”

Implementing Have a Plant

Elements of the Have a Plant campaign include:

An interactive website, www.fruitsandveggies.org . The website features 3,000 pages of content, more than 450 recipes and nearly 100 third-party contributors;Refreshed e-newsletters and social channels with improved content and images. PBH has more than one million followers on Facebook and recognizes the power of digital and social media, according to the release.A network of 16 “fruit and vegetable Ambassadors in Action,” comprised of registered dietitians, chefs, sports nutrition and fitness gurus, and lifestyle experts, to offer consumers actionable advice about enjoying more fruits and vegetables every day;
A key opinion leader outreach strategy to increase the prominence of fruits and vegetables in the broader food dialogue; and
Continued support for food, nutrition and behavioral research as well as consumer insights and education to better understand the health, well-being, cultural and lifestyle benefits of enjoying a wide variety of fruits and vegetables.

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PBH cancels 2020 Consumer Connection Conference

Fri, 23 Sep 2022 18:11:41 GMT

The Produce for Better Health Foundation has canceled its April 13-15 Consumer Connection Conference in Scottsdale, Ariz., because of the coronavirus COVID-19 outbreak.

The decision was made in consideration of the COVID-19 outbreak and related travel restrictions placed on some PBH members and sponsors and other attendees of the conference, according to a news release.

“PBH is committed to helping people live happier, healthier lives through eating more fruits and vegetables, and we extend that sentiment to our valued stakeholders, prioritizing their overall health and well-being during this time,” Wendy Reinhardt Kapsak, president and CEO, said in the release.

PBH, a non-profit organization, will offer full refunds for all registrations. PBH will communicate with all conference stakeholders to determine next steps, according to the release.

“While we are always committed to delivering PBH’s signature service and a superior conference experience that brings notable value to those who promote fruits and vegetables, our concern for their well-being superseded that desire,” Sharese Roper, member engagement director for PBH, said in the release. “We listened to our supporters by way of a survey earlier this week; their responses clearly justified the decision to cancel this year’s conference.”

Produce power

As consumers search for ways to protect their health, the release said PBH is using digital and social media to showcase the power of fruits and vegetables.

The PBH Fruit and Vegetable Ambassadors in Action, a group of food, nutrition and lifestyle influencers, are beginning to provide consumers with information.

For example, Joan Salge Blake, gave immune-boosting tips on her Spot On! podcast, available at www.fruitsandveggies.org and at the PBH LinkedIn website .

“If there’s one thing we can all agree on, it’s that eating more fruits and vegetables can support a healthy immune system and may even boost your mood,” Katie Toulouse, marketing and communications director for PBH, said in the release.

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PBH brings retail dietitians to Fresh Summit

Tue, 15 Nov 2022 07:40:44 GMT

The Produce for Better Health Foundation is bringing more than 20 retail dietitians to its 2019 Education2Action Retail Dietitian Event at the Produce Marketing Association’s Fresh Summit.

“We know eating more fruits and vegetables is the single-most-important action Americans’ can take to live happier, healthier lives,” Wendy Reinhardt Kapsak, president and CEO of PBH, said in a news release. “We can’t do this alone though; and that’s why we’re proud to be a collaborative partner on this event and others where we can connect influencers with the produce industry in order to make an impact.”

The event, now in its eighth year, is in conjunction with PMA’s Fresh Summit from Oct. 16-19 in Anaheim, Calif.

“Retailers have significant impact on the shopper path-to-purchase, and we know retail dietitians are natural promoters of produce, playing a critical role in moving fruits and vegetables at the point of sale,” Annette Maggi, PBH’s retail accounts manager, said in the release. “The goal with this event is to provide retailers with education and networking experiences that inspire them to get creative with fruits and vegetables and take back actionable ideas to help drive produce purchases in their stores and in digital communications.”

The event offers education sessions on podcasting, consumer trends, and a close-up look at production agriculture via a field immersion experience sponsored by the California Strawberry Commission, according to the release.

PBH’s “Powerful Produce Pairings” program is the theme for the program.

“This year’s event is particularly exciting because it immerses a new group of retail dietitians into the world of produce with the very companies fueling the plant-forward movement,” Sharese Roper, PBH’s member engagement director, said in the release.

“Uniting these two groups drives collaboration — and profits — with meaningful promotions that inspire life-changing habits and behavior change among today’s shoppers.”

Dietitians from these companies are participating:

Big Y;
Coborn’s Inc.;
Compass Group;
Fareway Stores;
Fresh Thyme;
Giant;
Giant Martin;
Hannaford;
Harmon’s Grocery;
H-E-B;
Kroger;
K-VA-T;
Kwik Trip Inc.;
Loblaws;
Natural Grocers;
Sobey’s;
Wakefern;
Wegman’s; and
Weis Markets.

2019 Education2Action Retail Dietitian Event Sponsors include:

Avocados from Mexico;
Bayer Crop Science;
California Avocado Commission;
California Strawberry Commission;
California Walnut Board;
Chelan Fresh;
Chilean Fresh Fruit Association;
Dole Food Company;
Duda Farm Fresh Foods;
Frieda’s Specialty Produce;
Kellogg Company;
Marie’s/Ventura Foods;
Michigan Apple Committee;
Naturipe Farms;
Produce Marketing Association;
Robinson Fresh;
Stemilt Growers;
Sunkist Growers;
Sun-Maid Growers of California;
The Wonderful Company; and
healthyAisles/Vestcom International.

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Rich Dachman joins Brighter Bites as CEO

Fri, 13 Nov 2020 06:07:30 GMT

Rich Dachman, former vice president of produce for Sysco Corp. , is now the CEO of the nonprofit Brighter Bites.

Dachman retired from Sysco in June after 28 years, according to a news release, and he has more than 40 years of experience in the industry. He has been a board member of Brighter Bites for three years.

“I look forward to assisting Brighter Bites expand the impact of a program that is increasing produce consumption by teaching families how to change their eating habits for improved health,” he said in the release. “In my new role, I will be able to continue working with my colleagues in the produce industry, but in a way that enriches underserved communities around the country. Who could ask for a better job?”

Brighter Bites uses access to fresh produce, nutrition education and exposure to recipes and messages featuring fresh food to boost consumption. The evidence-based program in elementary schools, pre-schools and summer camps gives families and teacher two bags of about 50 servings of eight to 12 different produce items and nutrition education materials.

Research from the University of Texas’ UTHealth School of Public Health shows that 98% of parents report their children eat more fruit and vegetables while in the program, and of those, 74% maintained increased levels of consumption after the program.

“Rich has been an integral part of our organization for so long, and we could not be more pleased to have someone with his passion leading the way,” Brighter Bites founder and chairwoman Lisa Helfman said in the release. “Rich’s guidance will take Brighter Bites to a new level of impact. The Brighter Bites staff will benefit from Rich’s authentic leadership style and mentorship, and the communities they serve will benefit from Rich’s relationships in the produce industry.”

Dachman began his career at his father’s produce distribution company, Perry Produce Co., in Denver, and they later opened foodservice broadliner Westman Commission Co., a Kraft company. Dachman joined Kraft’s corporate office in Chicago in 1987 as national director of produce, joining FreshPoint Inc. after five years.

He was president of FreshPoint Operating Cos. in Houston, Denver, Atlanta and the company’s central procurement office in Salinas, Calif., according to the release. Sysco acquired FreshPoint in 2000, and he was appointed senior vice president of the western region. He was promoted to vice president of produce in 2007.

In 2010, The Packer named Dachman as its Foodservice Achievement Award recipient. He was the inaugural recipient of the Produce Marketing Association Center for Growing Talent’s Jay Pack Cultivating Our Future Award in 2018. He has also received the Produce for Better Health’s Excellence Award. He was the PMA chairman in 2012 and has had more than 10 years of service at PMA.

Dachman succeeds Samuel Newman, who left the organization late last year.

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PBH announces new awards to showcase produce consumption efforts

Tue, 15 Nov 2022 07:39:32 GMT

The Produce for Better Health Foundation has new awards to honor industry leaders, dieticians, influencers and promoters of the group’s new Have a Plant consumptions campaign.

The awards will debut at the group’s annual awards and recognition luncheon at the Consumer Connection Conference April 13-16 in Scottsdale, Ariz., according to a news release.

The awards are:

The Have A Plant Promoter Awards, with separate recognitions for industry promoters , retailers , foodservice operators and members of the public (links for online applications);
PBH Retail Dietitian of the Year Award;
PBH Foodservice Leader of the Year Award;
PBH Influencer of the Year Award; and
PBH Excellence in Leadership Award.

Applications for all of the awards are available online and are due by Feb. 1.

PBH President and CEO Wendy Reinhardt Kapsak said the Have A Plant campaign, launched in 2019, has received a “remarkable” response.

“Our members, influencer partners and other industry leaders have been true trailblazers in their support of this important initiative,” Reinhardt Kapsak said in the release. “In order to close the consumption gap, it is going to take more than just PBH to make an impact.

The awards will showcase individuals inside and outside of the industry who have advanced new fruit and vegetable consumption behaviors and the Have a Plant campaign, she said.

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PBH promotes fruit and vegetables in a time of consumer fears

Fri, 23 Sep 2022 18:11:15 GMT

The Packer’s Tom Karst visits March 24 with Wendy Reinhardt Kapsak, president and CEO of the Produce for Better Health Foundation about PBH’s recent consumer-facing activity in view of the COVID-19 outbreak.

“Consumers want to take a break from the desperation at the same time they are looking for inspiration,” she said. “They are looking for ways to keep busy and well-nourished at home.”

With concerns about COVID-19 and expected publicity about the Dirty Dozen to be rekindled, Reinhardt Kapsak said fruits and vegetables can play a role in enhancing the health of Americans.

“We have long said that the single-most important action that Americans can take for both their health and their happiness is to eat and enjoy more fruits and vegetables every single day,” she said.

“(Eating) fruits and vegetables is an amazing way to boost a healthy immune system and hopefully stay healthy, and there also is an opportunity with fruits and vegetables to enjoy food rooted in a better mood.”

Consuming more fruits and vegetables can give people an overall greater sense of life satisfaction and happiness, she said. “We’re looking at that bright spot in this challenging time.”

PBH is also using its Fruit and Vegetable Ambassadors in Action to communicate about the safety of fruits and vegetables in view of the COVID-19 outbreak and other food safety related issues, she said.

“We have some amazing people that are super-seasoned on how to handle those consumer concerns and fears, Reinhardt Kapsak said.
In a news release, PBH said it is taking several steps to communicate with consumers:

Putting in place a dedicated coronavirus COVID-19 webpage on the PBH Website, fruitsandveggies.org/coronavirus .The goal of this page, according to the release, is to help calm consumers’ fears over “unsafe” fruits and vegetables and to arm them with coronavirus COVID-19 related resources to ensure they have the information they need to stay informed.
A new series on the PBH homepage is called Powerful Produce for Immune Support, offering existing content from the PBH site as well as new content generated from PBH’s Fruit and Vegetable Ambassadors in Action;
Using a social media campaign showcasing the people who grow, pack, ship and offer fruits and vegetables in retail and foodservice every day. > PBH Fruit and Vegetable Ambassadors in Action Activation : To assist in populating PBH’s social channels with positive produce content now and over the next several months, PBH has activated the group’s ambassadors in action with a call for content on anything related to selecting, serving, savoring and storing fruits and vegetables, especially as it relates to the current COVID-19 situation, according to the release.
“Dirty Dozen” Issues Management: With the release of the “Dirty Dozen” list from the Environmental Working Group on March 25, PBH plans to activate and amplify messaging going out on behalf of its partner organization, the Alliance for Food and Farming.
The 2020 State of the Plate 2.0 Research report will be released alongside the Dietary Guidelines for Americans and will confront the health and well-being of America with actionable insights, according to the release. PBH research platform will help elevate new fruit and vegetable consumption behaviors as a national priority and accelerate transformative growth, according to the release.

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Research review shows eating produce improves life expectancy, quality

Fri, 13 Nov 2020 06:08:11 GMT

The Produce for Better Health Foundation commissioned a wide-ranging review of research on fruits and vegetables and how consuming them affects health outcomes, and among the results of the review are that eating more produce reduces chronic disease risk and improves quality of life.

Critical Reviews in Food Science and Nutrition published the paper this month. Taylor Wallace, a professor in the department of nutrition and food studies at George Mason University, was the lead author. Wallace is also the acting chief food and nutrition scientist for PBH. Wallace led a group of 13 nutrition scientists on the review project.

“Our findings confirm that eating at least five or more servings of fruits and vegetables per day has benefits far beyond providing basic nutritional requirements,” Wallace said in a news release. “Increasing fruit and vegetable intake not only helps to ward off chronic disease but also extends both life expectancy and quality.”

The scientists reviewed nearly 100 studies in an effort to summarize the benefits of produce as supported by research. The review will also inform future research priorities and public health messaging strategies, according to the release.

The group of authors found that eating at least five servings of produce daily can meaningfully reduce the risk of cardiovascular disease. They also found that there are “hundreds of fiber structures in fruits and vegetables that support the good bacteria in the gut, which scientists are increasingly recognizing as integral to overall health,” per the release.

Research also showed produce supports eye and bone health and may help prevent a range of diseases, including certain cancers.

Another conclusion was that all forms of fruits and vegetables offer “generally consistent nutritional benefits” that can improve health quality.

“The time is now for industry stakeholders across the produce supply chain, as well as health professionals, food influencers, chefs, scientists, thought leaders and other advocates, to work together and inspire Americans to eat more fruits and vegetables,” Wendy Reinhardt Kapsak, president and CEO of PBH, said in the release. “We’re committed to providing Americans with smart strategies to enjoy more fruits and vegetables every day for happy, healthy and active lives.”

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There are many ways to celebrate National Fruits and Veggies Month

Fri, 13 Nov 2020 06:12:25 GMT

The Produce for Better Health Foundation is challenging consumers to eat more produce during September, National Fruits and Veggies Month, and is giving advice on how to achieve that.

The theme for the month, Have a Plant — Food Rooted in a Better Mood, reflects the PBH’s consumer call to action, Have a Plant. The consumer program, which succeeds Fruit and Veggies — More Matters, aims to inspire consumers with actionable and realistic steps to connect with eating fresh produce with feeling happier and healthier, according to a news release.

The PBH has seven steps to show support for National Fruits and Veggies Month:

Join the Have a Plant Movement by visiting its website, https://fruitsandveggies.org/join-the-movement/ ;
Wear a Have a Plant T-shirt, available at Bonfire.com ;
Follow PBH’s social channels to learn more about Fruits and Veggies Month, from PBH’s Ambassadors in Action;
Take the Have a Plant Pledge, committing to adding one or more fruit/vegetable, and share through #haveaplantpledge;
Share the message on social media by challenging friends and family members to be involved in National Fruit and Veggies Month;
Chat with PBH Fruit and Vegetable Ambassador in Action Beau Coffron at a Twitter party at 2 p.m. Eastern Sept. 17, with the hashtag NFVM2019; and
Enter weekly contests for $150 gift cards through the month of September.

“We know many industry stakeholders and consumer-facing influencers look forward to September as a prime time to focus on categorically promoting fruits and vegetables to consumers, ultimately for the public good, and this year, PBH has an invigorating story to share with the new Have A Plant Movement,” Wendy Reinhard Kapsak, PBH president and CEO, said in the release. “The time is now to celebrate food rooted in a better mood with everyone’s favorite plants – fruits and veggies.”

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Have a Plant succeeds PBH’s Fruits & Veggies — More Matters

PBH names 2019 Have a Plant promotion award recipients

Tue, 15 Nov 2022 07:38:35 GMT

The Produce for Better Health Foundation has named produce companies, retailers and individuals to its annual awards.

The award recipients usually are honored during the PBH’s Consumer Connection Conference in mid-April, it was cancelled because of the COVID-19 pandemic.

“In this time of unforeseen circumstances, we wanted to provide a virtual standing ovation to honor our members, influencer partners and other industry leaders who have been true trailblazers in their support to promote fruits and vegetables for happier, healthier lives,” Wendy Reinhardt Kapsak, president and CEO, said in a news release. “We humbly recognize that it takes more than PBH to address what we believe is a chronic consumption crisis.”

PBH recognizes efforts with the Have a Plant Promoter Award, which produce companies, retailers, foodservice and public health organizations, and the Have a Plant’s Fruit and Vegetable Ambassadors in Action, which recognizes influencers that spread the Have a Plant movement through blogs and social media.

“Now more than ever, we must be united in our efforts to inspire consumers with the many benefits of eating more fruits and vegetables – the original plants, Reinhardt Kapsak said in the release. “We want to commend and showcase those who are advancing new fruit and vegetable consumption behaviors as well as the Have A Plant movement.”

The 2019 Have a Plant Promoter Award recipients include:

Naturipe Farms
Okanagan Specialty Fruits
Pacific Coast Producers
Ruiz Sales Inc.
Stemilt Growers
Trade publications, including The Packer.
Coborn’s Inc. (retail)
SpartanNash (retail)
Sysco/Freshpoint (foodservice)
Meramec Elementary School Garden Club, Clayton, Mo. (public health)

The Ambassadors in Action awards went to:

Valerie Agyeman – Flourish Heights
Leslie Bonci – Active Eating Advice
Neva Cochran – Eating Beyond the Headlines
Beau Coffron – Lunchbox Dad
Andrew Dole – Body Fuel
Abbie Gellman – Culinary Nutrition Cuisine
Cara Harbstreet – Street Smart Nutrition
Emily Kyle – Emily Kyle Nutrition
Kristina LaRue – Love and Zest
Adam Rosante – Adam Rosante
Kimberly Schwabenbauer – Fuel Your Passion
Lori Taylor – The Produce Moms
Jonathan Valdez – Genki Nutrition
Manuel Villacorta – Manuel Villacorta
Serena Wolf – Domesticate Me

Other award recipients include:

Natalie Gillett, ShopRite/Inserra Supermarkets, PBH Retail Dietitian of the Year;
Ken Toong, executive director of auxiliary enterprises at the University of Massachusetts-Amherst, PBH Foodservice Leader of the Year;
Manuel Villacorta, of Manual Villacorta Nutrition, PBH Influencer of the Year;
Neva Cochran, PBH National Fruits & Veggies Month Advocate.

The 2019 PBH Excellence in Leadership Award recipients are:

Matt Middleton, Ventura Foods
Jason Osborn, Wonderful Co.
Roger Pepperl, Stemilt Growers
Richard Ruiz, Ruiz Sales Inc.
Trish Zecca, Past PBH chairwoman, formerly with Campbell Soup Co.

The 2019 Have a Plant University Competition winners are:

Arizona State University
Concordia University, St. Paul, Minn.
University of Wisconsin

Information on how to apply for PBH’s 2020 awards is available on the organization’s website .

PBH, California Walnut Board, launch Plant-Forward Eating Guide

Tue, 15 Nov 2022 07:34:28 GMT

The California Walnut Board, in partnership with the Produce for Better Health Foundation (PBH), announced today the launch of Have A Plant®: The Plant-Forward Eating Guide .

While global health experts agree that eating more plants is the single most important action people can take to enjoy happier, healthier lives, nine out of 10 Americans aren’t eating enough fruits and vegetables. California Walnuts and PBH created the guide and corresponding tools based on years of evidence to provide food and nutrition professionals with new resources to motivate more Americans to enjoy more fruits and vegetables, along with other deliciously nutritious plant foods, more often.

The Have A Plant®: The Plant-Forward Eating Guide takes a novel approach to solving the long-standing plant consumption gap by providing the industry with a framework to create lasting change: the PBH KNOW-FEEL-DO™ Behavioral Framework.

“Our research tells us that simply educating on the facts doesn’t move the needle for healthy eating. Most Americans KNOW that eating plant foods, like fruits and vegetables, promotes health but that doesn’t always translate to action. To bridge consumers’ intention-action gap, we must inspire Americans with EASY ideas that makes the DOing simple, so they FEEL empowered and excited about how plant foods boost their health and happiness and add even more flavor to their favorite meals and snacks,” says Wendy Reinhardt Kapsak, MS, RDN, President and CEO, PBH. “Have A Plant: The Plant Forward Eating Guide and PBH’s KNOW-FEEL-DO™ Behavioral Framework do just that – making it easy and more enjoyable to eat more plants, more often.”

In addition to the framework, the guide puts forward definitions for the industry to adopt when it comes to “plant-based” and “plant-forward.” With consumers increasingly bombarded with conflicting health messages and maddening diet noise, universal industry standard terms provide a common ground – ultimately helping cut through the confusion and encourage a style of eating that prioritizes plants without excluding other food groups.

Plant-forward eating, which includes the consumption of fruits and vegetables at recommended levels and higher intake of nuts such as walnuts , has been associated with a myriad of health benefits including a reduced risk of all causes of mortality, including cardiovascular disease (CVD) and cancer . Research shows that eating more plants may also help improve gut health, which is the starting place for many other benefits, such as a healthy immune system and overall health.

One plant not to be overlooked is the walnut. A one-ounce handful is a powerhouse of important nutrients for optimum health, including protein (4g), fiber (2g) and a good source of magnesium (45mg). Heart-healthy walnuts are also the only nut significantly high in essential plant-based omega-3 ALA, an essential plant-based fatty acid that must come from food, with 2.5 grams per ounce.

“Walnuts aren’t always thought of as a plant but play an important role in a plant-forward diet, not only with their unique nutritional profile but also the satisfying taste and versatility they bring to any meal or snack,” says Michelle Connelly, Executive Director at the California Walnut Board. “The California Walnut Board developed the Have A Plant®: The Plant-Forward Eating Guide in partnership with PBH to help cut through the confusion on this topic and provide a useful resource for professionals and consumers when it comes to plant-forward eating. Because at the end the day, eating more plants should be practical, easy and enjoyable.”

The Have A Plant®: The Plant-Forward Eating Guide is available today ( fruitsandveggies.org/plant-forward-eating-guide ) for industry and health professionals and includes:

Definitions and infographics for use when talking with consumers;
Implications and opportunities for plant-forward menus at restaurants, including culinary and tasting experiences;
Trends and insights to showcase plant-forward shopper solutions in retail; and
A Digital Toolkit , which includes recipes, infographics and a social media playbook for professionals.

For more plant-forward inspiration, visit www.walnuts.org/plant-forward-eating and www.fruitsandveggies.org .

Matt Middleton new board chairman for Produce for Better Health Foundation

Tue, 09 Feb 2021 15:54:37 GMT

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

Are we up for a challenge?

Mon, 03 May 2021 16:31:18 GMT

On April 19, the Produce Marketing Association convened a UN Food Systems Summit Dialogue. A Brighter Bites leader, a celebrity chef with a worthy cause, a senior U.S. Department of Agriculture official overseeing Double-Up Bucks and Produce Prescription, as well as global leaders of nonprofits with boots-on-the-ground networks shared PMA’s virtual stage to highlight investment-ready programs from around the world that deliver fresh fruits and vegetables to under-served communities.

In presentation after presentation, it became clear that hunger and obesity are the same – increasingly global – problem, borne out of a lopsided approach of relying on calorie-dense foods to address food insecurity. However, a solution to food insecurity cannot be a pandemic of obesity, Type 2 diabetes and cardiovascular disease.

Any program that aims to address hunger must primarily focus on addressing nutritional insecurity and supply fruits and vegetables to those in need. This message was at the heart of the challenge issued by PMA CEO Cathy Burns.

With so many nonprofits vying for attention, which ones should we prioritize for partnering? We heard from organizations that are data driven, who not only track dollars spent but also evaluate long-term health outcomes in the communities they serve. We learned about programs that match every dollar they raise with federal grants to double the buying power of SNAP (“food stamps”) to purchase fresh fruits or vegetables or to literally prescribe fresh fruits and vegetables to treat diet-related conditions.

Investing in these and other innovative programs can reshape how we buy and eat fresh fruits and vegetables to create durable change in consumption patterns and invigorate public-private partnerships globally and locally. It is these partnerships that can make possible what now feels futuristic: using data and predictive algorithms to develop smart food box programs that both sequester excess produce and address nutritional insecurity.

How does the Growing a Healthier World challenge work? First, find an organization that promotes access to fresh produce in your community. Second, reach out to them. Next, ask how you can partner. Finally, brag.

To find organizations in your communities, check out searchable databases from the networks that were showcased in our challenge, and are now available on PMA’s website . Partnership can take many shapes: donate your time and expertise (strategy or marketing advice, for example), donate product or cash, or offer to call your elected representative. To brag, send an e-mail to mhill@pma.com and we will recognize your contributions at this year’s PMA Fresh Summit in New Orleans.

There was a time when addressing hunger was about getting food – any food – to those in need. That time has passed. The problem, and our experience and knowledge, have evolved and our oath to grow a healthier world requires us to ensure access to healthy, nutritious food to those who need it most. We invite you to join the #GrowingAHealthierWorld Challenge. Because when our industry feeds the world, we nourish it.

Max Teplitski is chief science officer for the Produce Marketing Association.

More from Max Teplitski:
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More than public health rides on COVID-19 vaccine’s success
Three science and tech trends to watch in 2021

PBH recognizes 2020 members, in-kind supporters, and influencer volunteers

Mon, 01 Feb 2021 19:24:38 GMT

The Produce for Better Health Foundation (PBH) wants to recognize all those who committed to fruit and vegetable consumption – one of the industry’s most challenging issues – in 2020, one of the most unique years in American history.

In a year that presented uncertainties for all, industry challenges, consumer fears and confusion as well as a heightened emphasis on health and well-being, PBH’s members, influencers, partners, and supporters were able to rise up to deliver hope and inspiration with the world’s most precious plants – fruits and vegetables.

“As we move into 2021, we didn’t want all of the hard work and commitments of our board, leadership, ambassadors, supporters and partners to go unnoticed,” says Wendy Reinhardt Kapsak, MS, RDN, President & CEO of PBH. “Those who supported consumption, whether it was through their direct contribution to PBH, in-kind ad support, or those who volunteered their time to create content that drove changes in fruit and vegetable consumption behaviors should be recognized.”

PBH would like to recognize the following contributors:

2020 Executive Officers

Bil Goldfield, Chairman of the Board, Dole Food Company, Inc.
Matt Middleton, Vice Chairman of the Board, Ventura Foods
CarrieAnn Arias, Secretary/Treasurer, Naturipe Farms, LLC
Roger Pepperl, Serving Past Chair, Stemilt Growers, LLC

Lead The Change Research Contributors

American Frozen Food Institute
American Beverage Association
Bayer
California Avocado Commission
California Walnut Board and Commission
Chelan Fresh
Del Monte Foods, Inc.
Del Monte Fresh Produce N.A., Inc.
Dole Food Company, Inc.
Dole Packaged Foods, LLC
Duda Farm Fresh Foods, Inc.
Florida Fruit and Vegetable Association
HZPC Americas Corp.
Juice Products Association
Kellogg Company
Naturipe Farms, LLC
Potatoes USA
Produce Marketing Association
Red Sun Farms
Robinson Fresh
Seneca Foods Corporation
Stemilt Growers, LLC
Sunkist Growers, Inc.
Sun-Maid Growers of California
The Wonderful Company
United Fresh Produce Association
Ventura Foods/Marie’s
Western Growers

2020 PBH Fruit & Vegetable Ambassadors in Action

Joan Salge Blake, Dr. Joan Salge Blake - SpotOn! Podcast
Leslie Bonci, Active Eating Advice
Kristen Carli, Mostly Green
Neva Cochran, Eating Beyond the Headlines
Beau Coffron, Lunchbox Dad
Stephen & Elise Compston, Straight Outta Compston Kitchen
Andrew Dole, Body Fuel
Mandy Enright, Mandy Enright The Food and Movement Dietitian
Abbie Gellman, Chef Abbie Gellman
Cara Harbstreet, Street Smart Nutrition
Dayle Hayes, School Meals That Rock
Kelly Jones, Kelly Jones Nutrition
Andrea Mathis, Beautiful Eats and Things
Megan McCarthy, Edible Garden Chef/Founder of Healthy Eating 101
Nicole Rodriguez, Enjoy Food Enjoy Life
Sarah Schlichter , Bucket List Tummy
Kelli Shallal, Hungry Hobby
Lori Taylor, The Produce Moms
Jonathan Valdez, Genki Nutrition
Manuel Villacorta, Manuel Villacorta
Elisabeth Watkins, Farm Girl Chef
Liz Weiss, Liz’s Healthy Table

2020 Members
PBH would like to recognize all of its 2020 Members for their contributions, demonstrating their commitment to advancing fruit and vegetable consumption in America. Every dollar counts when it comes to fueling our digital ecosystem, including fruitsandveggies.org, our newsletters and social media channels.

2020 In-Kind Support

Blue Book Services, Inc.
Google Ads
Joe Produce
Produce Business
The Packer
The Produce News
Southeast Produce Council
United Fresh Produce Association

Lastly, PBH embarked in unique partnerships in 2020 which advanced the Have A Plant® Movement by bringing people real solutions to eating fruits and vegetables with other powerful nutrient-rich foods, like beef, dairy and eggs. In addition, aligning with other similar third-party organizations with similar goals also advanced the narrative for how and when we eat and enjoy more fruits and vegetable and the benefits that eating more have for better health and happiness.

PBH would like to recognize the following organizations for their partnerships in 2020:

Brighter Bites
Egg Nutrition Center
FMI Foundation’s Family Meals Movement
MyPlate – Center for Nutrition Policy and Promotion (CNPP)
National Cattleman’s Beef Association
National Dairy Council

For more information about our 2021 member benefits, how to become a member or simply how to make a charitable donation that can offer you great marketing value in return, contact Sharese Roper, Director of Member Engagement at PBH.

and then, the Fruits & Veggies – More Matters public health initiative. While five fruits and vegetables each day is great advice, and more will always matter, PBH’s new behavior-based call-to-action is Have A Plant®. Rooted in behavioral science, PBH’s transformative Have A Plant® movement is an invitation that will inspire people with compelling reasons to believe in the powerful role fruits and vegetables can play to create happy, healthy and active lives.

Be sure to join the Have A Plant® Movement and get new recipes, snack hacks, meal ideas and other tips from chefs, registered dietitians, as well as food and wellness experts by visiting www.fruitsandveggies.org. Follow us on Facebook @fruitsandveggies; on Twitter @fruits_veggies; on Instagram @fruitsandveggies; on Pinterest @fruits_veggies; and on LinkedIn at Produce for Better Health Foundation. And remember to #haveaplant.

PBH is also responsible for the Lead The Change Movement – a multi-sector, multi-year initiative designed to maximize the power of PBH’s unique thought leadership position, widespread influencer network, credible scientific and market research, and, most importantly, its innovative members and partners, to lead a call-to-action for addressing the global fruit and vegetable consumption crisis. The initiative includes research, thought leadership and communication platforms to ensure the Movement speaks with One Purpose, One Voice and One Call-to-Action. For more information about the Lead The Change Movement visit: www.fruitsandveggies.org/lead-the-change.

Packer Insight — Immigration reform, State of the Plate, online grocery

Tue, 15 Nov 2022 07:29:55 GMT

Tom Karst, Ashley Nickle and Amy Sowder discuss some of the top stories of the week, from immigration reform to PBH’s new State of the Plate report to new numbers on satisfaction with online grocery shopping.

For more on these topics, check out the following articles.

Congress tries for another run at immigration reform — Another Congress, another attempt at immigration reform.

Fruit, vegetable consumption is eroding, new research shows — Americans are eating produce just once a day, according to Produce for Better Health Foundation research.

Survey finds online grocery sales jumped, satisfaction dipped in January — The latest grocery shopping survey from Brick Meets Click and Mercatus found that online sales rose to $9.3 billion in January as nearly 70 million households placed orders.

PBH Hosts First-Ever Have A Plant Media Meet-Up

Mon, 24 May 2021 17:52:15 GMT

Lights, camera, action! On May 20, the Produce for Better Health Foundation (PBH) hosted its first-ever Have A Plant® Media Meet Up with top-tier journalists and media professionals from major food and nutrition consumer media outlets, such as Good Housekeeping, Health and Parents among many others, as part of its strategic efforts to prioritize consumer media relations and inspire millions of Americans to enjoy more fruits and vegetables.

PBH members HZPC Americas Corp., Potato Glory™, Naturipe Farms LLC, Stemilt Growers, LLC and Ajinomoto, sponsored the Media Meet Up, which featured an interactive agenda that circulated newsworthy information and key messages to journalists. A mix of inspiring presentations and engaging culinary discussions showcased PBH’s commitment to changing the narrative around fruit and vegetable consumption, by not only focusing on what people KNOW about fruits and vegetables and their health benefits, but also tapping into their FEELINGS, or the emotional connections people experience when eating produce, to motivate more DOING, or new consumption behaviors. Rooted in behavioral science, PBH calls this approach their KNOW-FEEL-DO behavioral framework.

“The Media Meet Up was a monumental step forward for PBH, our members and the Have A Plant® Movement, as we continue to grow PBH’s thought leadership platform with our new consumer-facing media engagement strategy and relationship-building efforts,” said Wendy Reinhardt Kapsak, MS, RDN, President & CEO of PBH. “PBH is committed to advancing the fruit and vegetable dialogue and shaping new behaviors that can change consumption habits long term. Partnering with journalists and media professionals from major food and nutrition consumer media outlets, who directly affect the food decisions of millennials and Gen Z consumers at the point-of-awareness, is the perfect recipe to inspire all Americans to eat more plants, for healthier and happier lives.”

The first-ever PBH Have A Plant® Media Meet Up featured a mix of inspirational content and demonstrations, including:

A deep dive into consumer behaviors that affect fruit and veggie consumption and habits, including data from PBH’s State of the Plate: America’s Fruit & Vegetable Consumption Trends research;
On-trend culinary innovations with potatoes featuring former restaurateur Chef Alex Ong, director of culinary excellence for the University of Massachusetts Amherst and PBH Have A Plant® Culinary Ambassador;
Research exploring the emotional well-being benefits of eating fruits and vegetables (i.e., Food Rooted In A Better Mood®) led by premier researcher Dr. Taylor C. Wallace, PhD, CFS, FACN, PBH Chief Food and Nutrition Scientist and Principal & Chief Executive Officer, Think Healthy Group;
Interactive flavor exploration bursting with berries to feed the senses with specialty produce expert and all-around produce diva, Chef Jill Overdorf, Naturipe Farms LLC; Jenn LaVerdera, MS, RD, Nutrition Communications Expert, Naturipe Farms LLC; and Lori Taylor, Founder & CEO, The Produce Moms® and PBH Have A Plant® Ambassador; and
Real-life, practical solutions, including digital and social content communications strategies, to help close the fruit and vegetable consumption gap.

“The content presented during the PBH Have A Plant® Media Meet Up captivated my attention and introduced me to unique research, the latest trends, as well as new and innovative products,” said Lauren Manaker, MS, RDN, freelance journalist for PopSugar, The Kitchn, MSN and Livestrong.com. “I am inspired to spread the word about the Have A Plant® Movement, along with the tips and tricks I learned on how eating fruits and veggies can be easy, practical and FUN!”

To continue building relationships with consumer media, Reinhardt Kapsak will be conducting virtual deskside interviews throughout the summer, with top-tier journalists who couldn’t attend the event, and to continue conversations with Media Meet Up attendees, to further awareness of the Have A Plant® Movement and the critical need for Americans to eat more fruits and veggies. Additionally, PBH will continue to conduct consumer media outreach throughout the year, sharing consumption research and inspiring resources, based on timely hooks and relevant trends, including another push this September for National Fruits & Veggies Month.

The PBH Have A Plant® Media Meet Up featured data that can be accessed by utilizing the State of the Plate toolkit for a multitude of insights and resources, as well as the Have A Plant®: Plant-Forward Eating Guide, in partnership with California Walnuts.

For more information about how to get involved in PBH’s education and events platforms to engage influencers across four points of influence: point-of-sale (retail), point-of-flavor (culinary & foodservice), point-of-inspiration (digital & social media lifestyle & nutrition communicators); and point-of-awareness (media), contact Katie Calligaro, Marketing & Communications Director at PBH.

PBH comments on new Dietary Guidelines for Americans

Tue, 29 Dec 2020 21:30:32 GMT

The Produce for Better Health Foundation released this statement on the Dietary Guidelines for Americans 2020-25.

The Produce for Better Health Foundation (PBH) commends the U.S. Departments of Agriculture (USDA) and Health and Human Services (HHS) for releasing the Dietary Guidelines for Americans, 2020-2025 (DGA).

This document is written for policymakers and health professionals and provides evidence-based recommendations for healthy eating patterns in the U.S. Importantly, the main message of the newly-released DGA is – Make Every Bite Count. More than ever, the two food groups that desperately need this advice to be heeded are fruits and vegetables.

National food consumption data show fruits and vegetables are two of the top three food groups under consumed in the US. The consumer-facing MyPlate depicts fruit and vegetable dietary guidance prominently on the plate – with the recommendation to “make half your plate fruits and vegetables.”

“Given PBH’s commitment to advancing the role that all forms of fruits and vegetables – fresh, frozen, canned, dried and 100% juice – play in improving health and well-being, we commend the agencies for their dedication to completing the new DGA and continuing to keep fruits and vegetables at the forefront of dietary guidance,” says Wendy Reinhardt Kapsak, MS, RDN, president and CEO for PBH. “As a MyPlate National Strategic Partner and purpose-driven organization focused on improving produce consumption among all Americans, we fully support these recommendations and pledge to work collaboratively to promote fruits and vegetables first for happier, healthier lives, as most Americans still simply do not eat enough.”

There is strong scientific evidence that healthy eating patterns are associated with positive health outcomes, and higher intakes of vegetables and fruit are consistently identified as characteristics of healthy eating patterns. Still, of the 2-3 cups of vegetables and 1 ½ to 2 cups of fruit per day recommended for adults 19 and older, current intake in this population is just 1.6 and 0.9 cups of vegetables and fruits per day, respectively – well below even the range minimums.

A different way of putting it is this – a whopping 9 out of 10 adults simply do not get enough. Finally, and most concerning, these intake levels have not changed significantly since 2003-2004. Such flat and/or declining intake trends are very concerning to PBH as well as many other food system thought leaders.

In response, PBH called out America’s chronic consumption crisis and implored that new fruit and vegetable consumption behaviors become a national priority . More than 25 leading fruit and vegetable companies and organizations signed on to support PBH research aimed at improving consumption as of December 2020, with more expected to join the cause in 2021.

While the DGA articulate science-based recommendations behind the health benefits of fruits and vegetables, consumption statistics as well as PBH’s research has shown that these facts, or what people know, are simply not enough to motivate behavior change.

“It’s great the new DGA reinforce the important role fruits and vegetables play in health and well-being, yet people still aren’t eating them. We’ve got to find a different way to make the planet’s favorite plants craveable,” says Reinhardt Kapsak. “PBH’s consumer-facing Have A Plant® Movement and corresponding digital ecosystem offer a new and different approach by tapping into how Americans feel about healthy eating and, most importantly, what they can do to create new fruit and vegetable habits. We call this PBH’s KNOW-FEEL-DO Behavioral Framework.”

“The time is now for food system stakeholders to work together to translate science into guidance that connects Americans’ feelings about food with how the doing can be easy and fun. Now is the time to bring PBH’s KNOW-FEEL-DO Behavioral Framework to life as subsequent, consumer-facing dietary guidance messaging is created for every life stage.”

The DGA is the first set of guidelines that provide standards for healthy dietary patterns by life stage, from birth through older adulthood, including pregnant and lactating women.

PBH has remained steadfast in supporting the science showcasing the role that fruits and vegetables play in promoting both health and quality of life. In 2019, PBH’s chief food and nutrition scientist, Taylor Wallace, PhD, CFS, FACN, provided written and oral comments on PBH’s behalf, submitting research from the PBH-commissioned scientific review showing evidence that fruits and vegetables contribute to better health as well as improved life expectancy and quality. In August 2020, Wendy Reinhardt Kapsak, PBH president and CEO, submitted written and oral comments again, reinforcing the role fruits and vegetables play in healthy eating patterns for better health and happiness.

Bowman SA, Clemens JC, Friday JE, Schroeder N, Shimizu M, LaCombRP, and Moshfegh AJ. Food Patterns Equivalents Intakes by Americans: What We Eat in America, NHANES 2003-2004 and 2015-2016. Food Surveys Research Group. Dietary Data Brief No. 20, November 2018
U.S. Department of Health and Human Services and U.S. Department of Agriculture. 2015–2020 Dietary Guidelines for Americans. 8th Edition. December 2015. Available at: http://health.gov/dietaryguidelines/2015/guidelines/.
“Daily Vegetable Table.” ChooseMyPlate, www.choosemyplate.gov/eathealthy/vegetables.
“Daily Fruit Table.” ChooseMyPlate, www.choosemyplate.gov/eathealthy/fruits.

What to do about shocking produce consumption trends revealed in report

Tue, 15 Nov 2022 07:29:52 GMT

“Fruits and vegetables are sometimes like your kids: You love them equally, but they are different and sometimes require different approaches,” said Produce for Better Health Foundation president and CEO Wendy Reinhardt Kapsak, a registered dietitian

Fruits are often more convenient and easier to eat, but with vegetables, people feel like you have to be smart in how to prepare and eat them, Kapsak said as she discussed the downward produce consumption trends discovered in the latest “State of the Plate” report.

“They’re not as much a grab-and-go item,” she said.

The dire statistics, which show a consistent decrease in the frequency of eating produce, can be a big opportunity for the industry in changing tactics.

“There’s only about 5% of your brain geared toward deliberate habit-forming, so we’ve got to use that 5% wisely,” she said. “So, we need to make vegetables an automatic habit.”

To form a habit, it needs to be easy and pleasurable enough so you want to repeat it, and repeatable in the same context.

“Easy is not just on the consumer. It’s on us,” Kapsak said. “As an industry, we need to make vegetable consumption easy: Easy to see, easy to find, easy to pick up, easy to put in your mouth, easy to put in your kid’s mouth, easy to clean up, easy to find — not just in your retail establishment, but anywhere.”

Creating an easy, enjoyable and repeatable habit is how the industry is going to turn around that trend toward better long-term consumption.

“We need to create new fruit and vegetable behaviors, i.e., habits, to actually see those consumption numbers lift,” Kapsak said. “If we keep doing what we’re doing, we’re going to see that consumption continue to erode. And we’re not going to be happy with that.”

Related news:

Fruit, vegetable consumption eroding, new research shows