Have A Plant®: The Plant-Forward Eating Guide
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PBH is committed to transforming how people think about and enjoy fruits and vegetables. We are championing a bold, new initiative – one that leverages insights from behavioral science – to tap into consumers’ emotional connections to food and wellness.

Research shows, rather than a prescriptive recommendation to eat a certain amount of fruits and vegetables each day, consumers (particularly Gen Z and Millennials) want actionable, realistic and FUN approaches that make eating fruits and vegetables easy, making them feel confident and happy.

That’s where PBH’s Have A Plant® Movement comes in. It’s a way to tap into the emotional connection consumers have to the fruit and vegetable eating experience while inspiring long-term, sustainable behavior change.

The work PBH is doing is critical to the consumers’ consumption success, promoting fruits’ and vegetables’ rightful place in the plant-forward movement. We know consumers are increasingly looking to add more plant-based foods to their diets, for a variety of reasons including health and sustainability. Nearly everyone needs to eat fruits and vegetables more often, to enjoy healthier, happier lives.

Today’s consumers crave a no-nonsense approach in the brands they follow. And that is precisely why our new ‘call to action’ is simple, understandable and non-prescriptive, and inclusive of all types of fruits and vegetables (fresh, frozen, canned or packaged, dried and 100% juice).

Through various communication tools and digital platforms, PBH’s transformative Have A Plant® Movement will inspire consumers with compelling reasons to believe in the powerful role fruits and vegetables can play to fuel happy, healthy and active lifestyles. Have A Plant®.


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About This Website

We all know that fruits and vegetables add important nutrition to our diets. But how much should we eat? And how can we make this nutrition stuff easier, tastier and more enjoyable?

To answer these questions, FruitsAndVeggies.org offers simple ways to add more fruits and veggies to your day. We offer expert advice, nutrition and storage information, shopping tips, healthy menus and recipes, kid-friendly recipes and healthy tips, as well as ways to save money using fruits and veggies.

FruitsAndVeggies.org demonstrates that eating more fruits and vegetables does matter to all of us. It’s a great way to stay healthy and is a perfect fit for busy lives.


Our Purpose

Produce for Better Health Foundation (PBH) is a non-profit 501 (c) (3) organization whose mission is to achieve increased daily consumption of fruits and vegetables for better health by leveraging private industry and public sector resources, motivating key consumer influencers, and promoting fruits and vegetables directly to consumers. PBH acts as a respected liaison between the industry and the public health community. As a result, no other food group has the public health support that fruits and vegetables enjoy.


Our History

In May 1991, PBH was formed to serve as co-sponsor, along with the National Cancer Institute (NCI), of the 5 A Day for Better Health program with the primary purpose of overseeing industry participation. What began with the support of 60 produce industry companies and commodity boards, has today grown to serve over 400 donors and licensees representing growers, shippers, packers, processors, merchandisers, commodity boards, trade associations, food industry organizations, health professionals, and supermarkets.

In January 2001, the 5 A Day program expanded beyond PBH and NCI to include other key organizations committed to leveraging the reach of 5 A Day under the National 5 A Day Partnership. In 2005 NCI transferred lead federal agency and health authority for the 5 A Day program to the Centers for Disease Control and Prevention (CDC). Today, PBH and CDC co-chair the National Fruit & Vegetable Alliance, formerly known as the National 5 A Day Partnership, consisting of government agencies, non-profit organizations, and industry working in collaboration to increase consumption of fruits and vegetables for improved public health.

In response to the new Dietary Guidelines for Americans, PBH and the National Fruit & Vegetable Alliance Steering Committee developed a new brand identity: Fruits & Veggies—More Matters® that supports the recommendations of the new dietary guidelines of eating more servings of fruits and vegetables. Consumer research reveals that the new brand is a rallying cry of relevance to consumers. The official launch of Fruits & Veggies—More Matters occurred March 2007 and Fruits & Veggies—More Matters replaced “5 A Day.”

In 2019 the new brand identity, Have A Plant®, replaced “Fruits & Veggies—More Matters” in response to consumer research about recommendations related to eating a certain amount of fruits and vegetables each day.