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Join The Lead The Change Movement!

The Produce for Better Health Foundation (PBH) has announced the acceleration of 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, unifies produce industry stakeholders and food system thought leaders to close the consumption gap and develop innovative, behavior-based solutions that help people enjoy more fruits and vegetables for happier, healthier lives.

With nine out of 10 Americans not eating enough fruits and vegetables each day, PBH recognizes the significant consumption crisis affecting not just our health, but also our culture, society and economy. Leveraging its unique position as a thought leader and convener, PBH was urged by its members to create a strategic framework for Lead The Change that roots the call-to-action in research, and builds upon the collective excellence and values of the fruit and vegetable industry.

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According to Wendy Reinhardt Kapsak, MS, RDN, PBH President and CEO: “The Lead The Change Movement is designed to maximize the power of PBH’s unique thought leadership position, widespread influencer network, credible scientific and market research, and, most importantly, our innovative members and partners. PBH is honored to serve as the convener of this multi-sector, solutions-based initiative. Our leaders and supporters agree that the only way to truly transform Americans’ fruit and vegetable consumption behaviors is through a food system-based approach that embraces the contributions of all sectors as well as a spirit of continuous improvement, sparking innovation and stronger collaboration throughout the industry and beyond.”

In recent years, PBH has led comprehensive behavioral research to better understand disparities and challenges that have contributed to the fruit and vegetable consumption intention-action gap. Research showed that while people KNOW fruits and vegetables support better health, there’s a significant need to motivate and change behaviors by tapping into how people FEEL about eating fruits and vegetables to effectively influence what they DO. PBH’s KNOW-FEEL-DO behavioral framework now serves as the basis for all the Foundation’s programs and communications.

In addition to involving all sectors of the fruit and vegetable industry, among others, Lead The Change includes research, communications, and thought leadership platforms to ensure the Movement speaks with One Purpose, One Voice, and One Call-to-Action, including:

  • One Purpose: PBH is leading best-in-class fruit and vegetable consumption research, also known as PBH’s State of the Plate Research on America’s Consumption of Fruits and Vegetables, as well as custom consumer behavioral studies, to identify and elevate new fruit and vegetable consumption behaviors as a national priority. The research will support the Movement’s overarching purpose of getting to the root of tackling the produce consumption crisis, informed by PBH’s KNOW-FEEL-DO behavioral framework.
  • 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. PBH will continue to leverage its Have A Plant® Movement, its extensive digital ecosystem and Fruit and Vegetable Ambassadors in Action (FVAA) to help consumers put these behaviors into action.
  • 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 Lead The Change Movement will also include a comprehensive communications plan, as well as continuous evaluation, to ensure efforts are effectively driving improved fruit and vegetable consumption.

Let’s Lead The Change together! To join the Lead The Change Movement, please contact Wendy Reinhardt Kapsak, PBH President and CEO.

These Industry Leaders have demonstrated their commitment to fruit and vegetable consumption, as well as America’s health and happiness by contributing to this pivotal initiative:


Read the full press release